Deck 6: Persuasive Writing Situations

Question 1

A successful persuasive message will typically take more space than a direct message.

Answer 1

True

Question 2

A conversational tone is usually appropriate for unsolicited online sales letters.

Answer 2

True

Question 3

Straightforward claim messages can normally be organized using the direct strategy.

Answer 3

True

Question 4

When writing a claim to a business, it is generally best to appeal to the organization's pride in its products and services.

Question 5

Persuasive requests are not usually made for donations of time, energy, or expertise, but only for donations of money.

Question 6

You should take into account a reader's objections and questions and try to translate them into selling points when composing a sales message.

Question 7

A successful persuasive message will normally be shorter than a direct message because it's not necessary to include evidence or facts to prove your case.

Question 8

It is better to quote the price of health club dues as $30 per month rather than $360 per year.

Question 9

A sales message from an auto retailer includes this statement: All 2012 models include Bluetooth connectivity, MP3/USB input, heated front seats, and steering wheel-mounted audio controls. This is an example of a technique often used to get attention in sales messages. What is the technique called?

A)offer a testimonial
B)point out product features
C)offer facts
D)make a startling statement

Question 10

Now you can receive the same benefits of StorageParts for a lower price is an example of an emotional appeal.

Question 11

When you suspect that your manager or another superior will resist a persuasive suggestion, you should state that your suggestion is not negotiable.

Question 12

Having the ability to persuade is important for all levels of a company.

Question 13

If your sales message is effective and persuasive, you can save costs by not including a reply card or pre-addressed envelope because readers will respond whether you have made it easy to do so or not.

Question 14

When writing a persuasive claim, it helps to show how angry and emotional you are about the situation.

Question 15

An angry or hostile claim message will normally achieve the writer's goal, because most people prefer to avoid confrontation.

Question 16

Which statement best explains why you might benefit from learning to write sales messages even though most sizeable companies employ specialists to write these messages?

A)The specialists who write these messages for your organization will value your input.
B)You will become a more informed and discriminating user of ideas, products, and services.
C)You will be able to offer suggestions about marketing strategies to your employers.
D)You will become a specialist in writing sales letters and online messages.

Question 17

You can use rational appeals, emotional appeals, or some combination of both to emphasize the central selling points when writing a sales message.

Question 18

The opening paragraph of a sales letter is an appropriate place for an open-ended suggestive question.

Question 19

When you compose a message to a busy NHL celebrity asking him to participate for free in a golf tournament your company organizes to support a local children's hospital, you should try to reduce his resistance.

Question 20

When you want to overcome resistance and create desire in readers of your sales message, you should focus only on rational appeals.

Question 21

According to the text, what is the most important thing to remember when writing the body of a persuasive message?

A)Pose an interesting question.
B)Pay the reader a compliment.
C)Put yourself in the reader's shoes.
D)Motivate action by including an end date.

Question 22

You have composed a sales letter advertising a line skin care products for people with sensitive skin. You have included a couple of testimonials from people who have tested the products and provided positive reviews. Where in your message is the most appropriate place to include this information?

A)the body
B)the format
C)the closing
D)the opening

Question 23

Which technique is the most effective as an attention-getter for an opening paragraph of a sales letter?

A)personal anecdote
B)bulleted list
C)startling statement
D)numbered instructions

Question 24

Which writing technique will be most effective for an online sales message?

A)Use abstract language to cover as many points as you can in general terms.
B)Use emotional appeals exclusively.
C)Highlight one or two central selling points.
D)Emphasize as many product features as possible.

Question 25

While writing a sales message, you are trying to come up with an effective opening. Which sentence would be most effective?

A)Our newest copier, model XK244, has many more functions than the model it replaces.
B)Office Depot and Staples both report that they sell more of our new model XK244 photocopiers than any other make or model and that it receives high customer approval ratings.
C)I hope you find the information in this letter interesting.
D)I am certain that your company would like to reduce photocopy costs.

Question 26

You are writing a sales message and realize that your target audience may see the price of your product as an obstacle. Which sentence would be most effective?

A)Our new model XK244 photocopier is more costly than competing models with similar features but is worth the price.
B)You can now lease our new model XK244 for five years for $1250.00.
C)We know that you don't want to invest in a high-priced photocopier.
D)The model XK244 photocopier now copies 100 pages per minute, and comes with a more extensive, longer-term warranty, ensuring years of guaranteed hassle-free performance.

Question 27

Your department manager asks you to use your company's electronic database to send an online sales message, but to filter out customers and contacts who have not "opted in" (given permission) to receive such messages. What is the most likely reason she has asked you to do this?

A)Doing so will increase the "open rate" of the message.
B)Most e-mail users enjoy receiving unsolicited advertisements in their in-boxes.
C)Today's customers appreciate remaining anonymous "anybodys."
D)Most online customers want to receive ads only from one or two favourite companies.

Question 28

Employees often need to use persuasion when presenting new ideas within an organization. What should you keep in mind when making a persuasive suggestion?

A)The authority of your audience may help you decide whether to adopt a formal or informal tone.
B)Assume that the benefits of your suggestion will be clear to your audience, since you work for the same organization.
C)Use the direct strategy for any persuasive message to superiors.
D)Use the indirect strategy very rarely, because most people consider this organizational plan dishonest and manipulative.

Question 29

What is the key to submitting a recommendation to a superior?

A)Make your request or suggestion confidently, assertively, and directly.
B)Offer many positive comments or compliments about the superior's abilities and wisdom.
C)Write in a tone that makes it clear that you know more than he or she does about the topic.
D)Know your needs and be prepared with evidence to support your suggestion.

Question 30

Your public relations department has produced a short video about your company's newest line of photocopiers. It contains a testimonial by the engineer who developed a significant new feature in this new lineup. You need to send this video file to recipients, both inside and outside your organization, who have indicated an interest in receiving such updates and information. What new technological tool would be most useful for this purpose?

A)a wiki
B)a PowerPoint presentation
C)Facebook
D)a podcast

Question 31

When composing an online sales message, where should you place important or appealing facts, features, or information?

A)toward the end of the message so that you can create suspense as you lead up to it
B)in the middle, similar to the body paragraphs of a letter
C)early in the message, so that it catches the reader's attention
D)in the subject line of the e-mail

Question 32

Which sentence includes an emotional appeal?

A)All of your friends will be asking you where you got your new speakers.
B)Buy these speakers before the end of the month and save 15%.
C)The speakers are more compact than ever before to make traveling easier.
D)Cheaper than your leading brand of speakers, the SoundMax Plus boasts all the same features.

Question 33

Which sentence best illustrates a testimonial?

A)NHL superstar Mats Sigurdson says that using the StairClimber has helped him to stay in peak game condition while he recuperated from the concussion he suffered.
B)We are certain you will find our StairClimber the best all-around exerciser on the market.
C)Sophisticated electronics in the StairClimber challenge your muscles progressively with a choice of stimulating workouts.
D)Electronic monitors built into the StairClimber inform users of step height, calories burned, elapsed time, upcoming levels, and adherence to fitness goals.

Question 34

You include this sentence in an indirect persuasive request message: Ordering a subscription is now easier than ever. Simply fill out the form included with this letter and mail it to Reader Weekly by the end of the calendar year.
Which part of the writing plan for a persuasive request does this sentence relate to most directly?

A)gaining attention
B)building interest
C)reducing resistance
D)motivating action

Question 35

You are writing a letter to the CEO of ToyoTech to ask him to speak at your school's graduation. Which sentence would make the most effective opening for this letter?

A)On behalf of this year's organizing committee, I would like to invite you, as a representative of ToyoTech, to speak at J.E.Robson High School's graduation ceremonies.
B)We would appreciate it very much if you would agree to be the keynote speaker at our graduation ceremonies on June 10th.
C)Under your direction and leadership, ToyoTech has become Canada's most successful technology business.
D)Does your busy schedule allow you to be the keynote speaker at our exciting graduation ceremonies on June 10th?

Question 36

Which sentence includes a rational appeal?

A)This model is available for a limited time only.
B)Your family will appreciate your new furnace right away.
C)The high-efficiency model is the most advanced model on the market.
D)The high-efficiency model can save you up $50 a month on your heating bill.

Question 37

Which of the following would be the best closing for a memo intended to persuade your supervisor to write a recommendation letter for your application to graduate school?

A)I hope you agree that this will be very beneficial for my education and advancement in the company.
B)Please contact me at your earliest convenience with your decision.
C)If you have any further questions about my application details, please contact me ASAP.
D)Your decision by May 15 will allow me to complete my application before the final deadline.

Question 38

Which of the following is an important difference between a routine claim message and a persuasive claim request?

A)It's more important to consider the effect of a routine claim message on the reader than it is for a persuasive claim request.
B)A routine claim message generally requires the writer to use the indirect strategy, while a persuasive claim request is generally more effective when it uses the direct strategy.
C)A routine claim message generally states immediately what the writer wants and when he or she wants it, while a persuasive claim request does this near the end of the message.
D)A routine claim message usually spends more time reducing resistance and proving that a claim is valid than a persuasive claim message.

Question 39

In which of the following situations would the indirect strategy be unnecessary?

A)You want to deliver a sales presentation to advertise a new line of printers
B)You want to ask your employer for an extended maternity leave.
C)You want to ask a colleague to reschedule your meeting to later this week.
D)You want to request new office furniture because the current furniture is dated and worn.

Question 40

What strategy should you use to increase the effectiveness of a persuasive request for a large favour?

A)Use the direct approach so that your request is clear.
B)Give reasons and explanations before delivering the request.
C)State clearly the negative consequences of not doing what you suggest.
D)Explain how you will benefit when the reader agrees to your request.

Question 41

The ability to _______________ is an important skill in business.

Question 42

The request for action should be placed in the ___________________ of a persuasive request message.

Question 43

Professional marketers and salespeople typically follow the _______________________ pattern when persuading customers.

Question 44

Persuasive requests are generally more effective when they are written using the __________________ strategy.

Question 45

A recent graduate said, "My degree led to a high-paying position with a prestigious technology firm in the Silicon Valley" is an example of a(n) ______________________.

Question 46

You'll receive an additional issue at no extra charge is an example of a(n) ___________________ appeal.

Question 47

When writing a persuasive request to your manager, be sure to provide ____________________ for why the request is necessary.

Question 48

____________ _____________ (two words) focus on status, ego, and sensual feelings.

Question 49

The central selling point should be emphasized in the ___________________ of a sales letter.

Question 50

Unsolicited e-mail sales messages are often called _______________________.