Deck 9: Writing Persuasive Messages

Question 1

Steps in planning successful persuasive messages include what?

A)Planning, writing, completing
B)Neutral buffer, reasons, decision, courteous close
C)Reasons for the message, supporting data, courteous close
D)Analysis, gathering information, selecting channel and medium, organizing
E)Analysis, audience, selecting channel and medium, writing

Answer 1

D
Explanation: D)Creating successful persuasive messages in these challenging situations demands careful attention to all four tasks in the planning step, starting with an insightful analysis of your purpose and your audience, gathering information, selecting the channel and medium and organizing the information.

Question 2

To convince a skeptical audience,which of the following should be done?

A)Use emotional manipulation.
B)Display expertise in the subject matter.
C)Provide objective evidence.
D)Allow time for research.
E)Include a benefit for quick decision making.

Answer 2

C
Explanation: C)If you are trying to persuade a skeptical or hostile audience, you must convince them you know what you're talking about and that you're not trying to mislead them. One way to do so is to provide objective evidence for the claims and promises you make.

Question 3

Persuasive messages are often unexpected and unwelcome.

Answer 3

True
Explanation: Persuasive messages are difficult to write because such messages are often unexpected or even unwelcome. For instance, some people don't mind promotional email messages for products they're interested in; others resent every piece of commercial email they receive.

Question 4

Before attempting to change someone's attitudes,beliefs or actions,what must be understood?

A)Demographics
B)Psychographics
C)Motivation
D)Desires
E)Culture

Question 5

The age,gender,income,education and other quantifiable characteristic of people are called what?

A)Demographics
B)Target market
C)Culture
D)Psychographics
E)Attributes

Question 6

Explaining your reasons and building interest before asking for a decision or action is an example of what?

A)An indirect approach to persuasive messages
B)An attempt to understand the psychographics of the audience
C)An attempt to understand what motivates the audience
D)A direct approach to persuasive messages
E)An attempt at audience analysis

Question 7

Personality,attitudes,lifestyle and other psychological characteristics of an audience are known as what?

A)Demographics
B)Target market
C)Culture
D)Psychographics
E)Attributes

Question 8

Which of the following is true for persuasive messages?

A)The messages must be competitive.
B)The message must be based on positive social outcomes.
C)The message must be compelling.
D)The message must use lively words and phrases.
E)The message must be highly visual.

Question 9

Most persuasive messages use an indirect approach.

Question 10

Which of the following is an essential element of persuasive messages?

A)Trust
B)Marketing
C)Sales
D)Value
E)Action

Question 11

When completing a persuasive message,which of the following helps determine the distribution process?

A)Design elements
B)Social media
C)Location of audience
D)Distribution method of competitors
E)Audience expectation and your purpose

Question 12

When planning a persuasive message,which of the following is the least important consideration when considering the audience?

A)Who is my audience?
B)Where is my audience located?
C)How will the culture of the audience influence the message?
D)How might the audience resist?
E)What does the decision maker consider most important?

Question 13

Which of the following has the greatest impact on the effectiveness of persuasive messages in the workplace?

A)Social culture
B)Organizational culture
C)Social media
D)Customer and client relationships
E)Emotional culture

Question 14

Which of the following would not encourage a positive response to your message?

A)Using positive and polite language
B)Understanding cultural differences
C)Being sensitive to organizational cultures
D)Establishing your credibility
E)Explaining why previous choices were poor choices

Question 15

To encourage a positive response to your persuasive message,which of the following would be most effective?

A)Use industry specific words and phrases.
B)Send the message as high up the organizational chain of command as possible.
C)Send the message in a variety of ways including email, blogs and print.
D)Use positive and polite language regardless of audience.
E)Establish credibility by using technical jargon and buzzwords.

Question 16

Messages that try to convince the audience to consider then purchase products and services are called what?

A)Direct messages
B)Indirect messages
C)Business messages
D)Persuasive business messages
E)Marketing and sales messages

Question 17

Emphasizing beliefs,attitudes and background experiences is one way to establish what?

A)Credibility
B)Objectiveness
C)Subject matter expertise
D)Common ground
E)Fairness

Question 18

Which of the following is least likely to encourage a positive response to a persuasive message?

A)Positive and polite language
B)Respecting cultural differences
C)Using industry specific terminology
D)Being sensitive to organizational cultures
E)Establishing your credibility

Question 19

Which of the following best describes the goals of persuasion?

A)Attempting to get the audience to purchase your product
B)Attempting to change an audience's attitudes, beliefs or actions
C)Presenting the audience with a choice
D)Using a neutral buffer to attract the people to the product
E)Using the indirect format to have people change their minds now, or at some point in the future

Question 20

During the completion process for the persuasive message,which of the following matches the purpose and organization to the needs of the audience?

A)Revising for clarity and conciseness
B)Having an experienced colleague who knows the audience review the draft
C)Using design elements that compliment your argument
D)Meticulous proofreading
E)Matching the distribution method to fit the audience's expectation

Question 21

Which of the following are designed to elicit a preferred response in a nonsales situation?

A)Persuasive business messages
B)Persuasive marketing messages
C)Sales and marketing messages
D)Direct messages
E)Indirect messages

Question 22

Which step of the AIDA plan encourages the audience to hear about your main idea?

A)Action
B)Interest
C)Interpersonal
D)Desire
E)Attention

Question 23

What does AIDA stand for,when referring to persuasive messages?

A)Action, interest, demand, attention
B)Attention, interest, desire, action
C)Attention, interpersonal, demand, action
D)Action, interest, desire, attention
E)Action, interpersonal, demand, attention

Question 24

Identify and discuss key steps when planning persuasive messages.

Question 25

Working from specific evidence to a general conclusion is an example of what?

A)Analogy
B)Induction
C)Circular reasoning
D)Deduction
E)Cause and effect

Question 26

Which step of the AIDA plan includes detail that prompts the audience to imagine how the solution might benefit them?

A)Action
B)Interest
C)Demand
D)Desire
E)Attention

Question 27

Working from a generalization to a specific conclusion is an example of what type of reasoning?

A)Analogy
B)Induction
C)Circular reasoning
D)Deduction
E)Cause and effect

Question 28

Most persuasive business messages rely on what?

A)Analogy
B)Emotion
C)Induction
D)Deduction
E)Logic

Question 29

A persuasive message that seems appropriate in the culture of the organization is likely to be appropriate in other organizations.

Question 30

Which of the following best describes a limitation of the AIDA plan?

A)AIDA is built on long-term relationships.
B)AIDA is built around a single event.
C)AIDA demands a decision from the audience.
D)AIDA is a multidirectional method.
E)AIDA is a conversational approach.

Question 31

Using the AIDA model will help in which essential strategy for persuasive messages?

A)Framing your arguments
B)Analyzing the audience
C)Balancing emotional and logical appeals
D)Reinforcing your position
E)Anticipating objections

Question 32

The direct approach can effectively be used for persuasive messages.

Question 33

Which of the following allows the writer to borrow from something familiar to explain something unfamiliar?

A)Attention getting devices
B)Analogy
C)Circular reasoning
D)Cause and effect
E)Reinforcement

Question 34

Identify and discuss methods to persuade an audience that is skeptical or hostile.

Question 35

Within the three-step writing process,which of the following is not part of the four essential strategies for persuasive messages?

A)Framing your arguments
B)Analyzing the audience
C)Balancing emotional and logical appeals
D)Reinforcing your position
E)Anticipating objections

Question 36

Which section of the AIDA plan would include any deadlines that might be applicable?

A)Action
B)Interest
C)Demand
D)Desire
E)Attention

Question 37

If you are not well known to your audience,the message should rely more on the strength of your reputation,allowing the audience to learn more about you as an expert.

Question 38

Discuss important considerations in the completion stage of developing a persuasive message.

Question 39

Which step in the AIDA allows the writer to explain how the change will benefit the audience and answers potential objections?

A)Interpersonal
B)Interest
C)Demand
D)Desire
E)Attention

Question 40

Which of the following are based on the feelings or sympathies of the audience?

A)Persuasive messages
B)AIDA formatted messages
C)Emotional appeals
D)Direct appeals
E)Logical appeals

Question 41

When reinforcing your position,you should pay special attention to what?

A)The logic of the arguments
B)Emotional appeal
C)Potential objections
D)Word choices
E)Message format

Question 42

What is the goal of opening with an attention getting device?

A)You attract the reader's attention.
B)You generate interest on the part of the audience.
C)You gain credibility.
D)You show readers that you understand their concerns.
E)You start to change attitudes and beliefs.

Question 43

Discuss how to apply the AIDA model when framing your persuasive arguments.

Question 44

Which of the following is a common mistake in persuasive communication?

A)Pressuring someone to make a decision
B)Using the process of give and take
C)Connecting with the audience at an emotional level
D)Using vivid language
E)Thinking that persuasion is a one-time opportunity

Question 45

When developing a persuasive message,when should audience objections be addressed?

A)As soon as the objection is mentioned
B)When all objections have been voiced
C)Before they become objections
D)After the product or service has been delivered
E)As the audience absorbs the message

Question 46

In addition to gaining credibility,what should be your goals when writing the interest and desire sections of the persuasive request for action?

A)Make the readers believe that helping you will solve a significant problem.
B)Show the readers you understand their concerns.
C)Demonstrate that you have good reason for making the request.
D)Show how much you know about the situation by using facts and figures to support the argument.
E)Develop an easy to follow course of action.

Question 47

Which section of the persuasive request for action indicates what you know about the situation being written about?

A)Your goal statement
B)The interest and desire sections
C)The attention getting device
D)The logical appeal
E)The demand for action

Question 48

Employees who are forced into accepting a decision or plan are generally more likely to react positively to the motivation.

Question 49

During the attention phase of the persuasive message,the writer should find some common ground on which to build their case.

Question 50

AIDA is a unidirectional method that essentially talks at audiences,not with them.

Question 51

Deductive reasoning works from specific evidence to a general conclusion.

Question 52

How can you maximize the changes of a positive response in the close of a persuasive request for action?

A)Use the AIDA plan
B)Identify a specific and easy to follow course of action for the audience to take
C)Use the direct format
D)Include several attention getting devices
E)Gain credibility

Question 53

Being sure there is plenty of evidence before drawing conclusions will prevent what?

A)Inductions
B)Hasty generalizations
C)Circular reasoning
D)Mistaken assumptions
E)Faulty analogies

Question 54

The AIDA plan will work for direct as well as indirect message formats.

Question 55

Discuss guidelines for reinforcing your position when developing a persuasive message.

Question 56

Which of the following is a common use of a persuasive message?

A)To increase supplier obligations
B)To discourage non-routine results
C)To enforce more efficient operating procedures
D)When requiring cooperation from other departments
E)When requesting action

Question 57

Building a relationship with your audience at the right emotional level will help the writer avoid which common mistake in persuasive communication?

A)Using a hard sell
B)Resisting compromise
C)Relying solely on great arguments
D)Assuming persuasion is a one-shot effort
E)Convincing the audience to say "yes" in one step

Question 58

Which of the following is a common mistake in persuasive communication?

A)Failing to anticipate objections
B)Using emotional appeals
C)Presenting all sides of the issue before explaining the advantages of your position
D)Involving the audience in the design of the solution
E)Failing to look at the message from the audience's perspective

Question 59

Identify four common mistakes in persuasive communication and discuss how to avoid them.

Question 60

Trying to support a claim by restating the claim in different words is called what?

A)Cause and effect
B)Generalization
C)Circular reasoning
D)Mistaken assumptions
E)Faulty analogies

Question 61

Which of the following would not attract the reader's attention in a sales or marketing message?

A)A piece of interesting news
B)An appeal to emotion
C)A unique solution to a common problem
D)Music, animation or video
E)An appeal to a sense of financial value

Question 62

Asking the audience to reexamine long-held opinions is one of the goals of what?

A)Persuasive claims
B)Persuasive adjustments
C)Persuasive presentation of ideas
D)Persuasive requests for action
E)Sales and marketing

Question 63

Most persuasive messages are requests for action.

Question 64

When considering persuasive claims and requests for adjustments,most claims are routine and use the direct approach.

Question 65

Which of the following would least likely encourage the reader of a message for a claim to grant the claim?

A)Showing the reader how the organization is responsible for the problem
B)Appealing to the reader's sense of fair play
C)Appeal to the reader's sense of moral responsibility
D)Being calm and reasonable
E)Allowing the reader to choose the most appropriate resolution

Question 66

A persuasive message for a claim or adjustment should appeal to the reader's sense of fair play,goodwill or moral responsibility.

Question 67

Describe how to write a persuasive message when requesting action from an organization.

Question 68

Which of the following is the most effective way at handling audience objections when crafting a sales or marketing message?

A)Emphasize the emotional benefit of the product.
B)Identify the objections up front and address as many as you can.
C)Craft a personal message that indicates key selling points.
D)Analyze the audience to determine why they are interested in the product.
E)Make the message unique to the product and the company.

Question 69

The indirect approach is the most appropriate method to use when developing any request for action.

Question 70

Which of the following encourages potential buyers to make a purchase decision immediately?

A)Persuasive messages
B)Direct messages
C)Indirect messages
D)Marketing messages
E)Sales messages

Question 71

When marketers use evocative images or music,what step in the AIDA plan is being developed?

A)Attention
B)Interest
C)Action
D)Desire
E)Interactivity

Question 72

Describe key steps in writing a persuasive claim and request for an adjustment.

Question 73

Which of the following focuses on things such as encouraging customers to visit websites for more information on a topic?

A)Marketing messages
B)Claim or adjustment messages
C)Sales messages
D)Persuasive presentations of ideas
E)Requests for action

Question 74

When writing about a claim or adjustment,it is often most effective to show the reader how the company is responsible for the issue and clearly identify steps that will be taken if they don't honor the claim or adjustment.

Question 75

Which of the following is not necessary when writing a persuasive message for a claim or request for adjustment?

A)Complete review of the facts
B)A positive tone
C)Specific facts and data
D)A direct format
E)A confident tone

Question 76

A message designed to make an explicit request for people to buy something is called what?

A)Marketing messages
B)Claim or adjustment messages
C)Sales messages
D)Persuasive presentations of ideas
E)Requests for action

Question 77

When planning a marketing or sales message,which is the first step of the process?

A)Identifying the product or service to sell
B)Analyzing the competition
C)Identifying key selling points
D)Assessing audience needs
E)Anticipating objections

Question 78

When closing a persuasive message for a claim or adjustment,what should be included in the message?

A)How a successful resolution will repair or maintain a mutually beneficial working relationship
B)Contact information, including time when to best reach you
C)An idea of the potential consequences of not coming to a mutually beneficial solution
D)A specific statement of how you would like to see the issue resolved
E)A complete and specific review of the facts

Question 79

Which of the following is considered a selling point,not a benefit?

A)The most attractive features of the product
B)User experiences when purchasing the product
C)User gains from purchasing the product
D)Emotional response to purchasing the product
E)The practical use of the product

Question 80

Which of the following is not a step to be considered during the planning stage of marketing and sales messages?

A)Assessing audience needs
B)Analyzing the competition
C)Determining key selling points
D)Anticipating purchase objections
E)Determining channel and medium