Question 1

One tip for successful online sales messages it to provide a means to opt out.

Accepted Answer

A) True 
 B)False

Question 2

Techniques to elicit audience desire and overcome reader resistance in a marketing message include all of the following except

Accepted Answer

A)   testimonials.
B)   money-back guarantees.
C)   application forms.
D)   free samples or trials.E) B) and D)
F) None of the above

Question 3

Techniques to motivate action in the closing of a sales message include offering a gift, promising an incentive, guaranteeing satisfaction, and

Accepted Answer

A)   setting an application opening date.
B)   limiting the offer.
C)   setting no boundaries or limits.
D)   quoting a well-known proverb.E) A) and D)
F) C) and D)

Question 4

An effective technique when writing a persuasive claim message is to suggest that the reader intentionally created the problem.

Accepted Answer

A) True 
 B)False

Question 5

Traditional direct-mail marketing is more effective than online marketing.

Accepted Answer

A) True 
 B)False

Question 6

Which of the following situations would most likely require persuasion within an organization?

Accepted Answer

A)   Outlining company policy on personal use of e-mail
B)   Explaining a new procedure that will go into effect next month
C)   Asking employees to accept a pay cut to avoid layoffs or plant closings
D)   Informing employees about the new process for reporting overtime hoursE) None of the above
F) A) and B)

Question 7

Because postscripts make letters appear poorly organized and unprofessional, you should avoid adding them to sales messages.

Accepted Answer

A) True 
 B)False

Question 8

Only large companies actively try to persuade consumers.

Accepted Answer

A) True 
 B)False

Question 9

Which of the following is most accurate about the use of persuasion in business?

Accepted Answer

A)   Honesty is not just the best policy; it's the only policy.
B)   The goal is to manipulate employees into accepting a message.
C)   Some puffery and skillful misrepresentation make persuasive messages more effective.
D)   The key to persuasion is proving the weakness of the receiver's position.E) B) and C)
F) C) and D)

Question 10

Most persuasive requests should be organized

Accepted Answer

A)   directly.
B)   chronologically.
C)   quickly.
D)   indirectly.E) All of the above
F) A) and D)

Question 11

Persuasion is necessary when

Accepted Answer

A)   you anticipate that your audience will agree with your position.
B)   your audience is skeptical about your idea.
C)   audience attitudes match the objectives of your plan.
D)   your message is especially attractive to the audience.E) B) and C)
F) None of the above

Question 12

When creating a persuasive message, you should expect and overcome resistance.

Accepted Answer

A) True 
 B)False

Question 13

Both direct claim messages and persuasive requests should begin with the main idea.

Accepted Answer

A) True 
 B)False

Question 14

You can effectively build interest in a sales message by

Accepted Answer

A)   including your credentials.
B)   motivating action in the closing.
C)   emphasizing central selling points identified in the prewriting analysis.
D)   suggesting the reader lacks good judgment if he or she doesn't buy today.E) A) and D)
F) B) and C)

Question 15

Online sales messages are generally much longer than direct-mail messages.

Accepted Answer

A) True 
 B)False

Question 16

As a persuasive writer, you should practice all of the following except

Accepted Answer

A)   showing that you are truthful, experienced, and knowledgeable.
B)   offering a bribe or kickback to ensure that you win over your audience.
C)   anticipating opposition from conflicting beliefs, values, and attitudes and being prepared to counter with well-reasoned arguments and facts.
D)   incorporating statistics, reasons, and analogies and then converting these facts into specific audience benefits.E) C) and D)
F) All of the above

Question 17

Persuasion used in today's business environment focuses on manipulating others.

Accepted Answer

A) True 
 B)False

Question 18

Lynette received unsatisfactory service at a recent business dinner. In her persuasive claim message to the restaurant manager, she should enclose a copy of her restaurant receipt.

Accepted Answer

A) True 
 B)False

Question 19

Persuasive techniques today are subtler and more misleading than of the past.

Accepted Answer

A) True 
 B)False

Question 20

As a manager, Mary must inform her production employees that they will need to work extra hours to meet a customer's order. Mary's message will be most effective if she uses warm words and a conversational tone.

Accepted Answer

A) True 
 B)False

Exam 8: Persuasive Messages

Techniques to motivate action in the closing of a sales message include offering a gift, promising an incentive, guaranteeing satisfaction, and

Correct AnswerverifiedShow Answer

Which of the following situations would most likely require persuasion within an organization?

Correct AnswerverifiedShow Answer

One tip for successful online sales messages it to provide a means to opt out.

Correct AnswerverifiedShow Answer

An effective technique when writing a persuasive claim message is to suggest that the reader intentionally created the problem.

Correct AnswerverifiedShow Answer

Traditional direct-mail marketing is more effective than online marketing.

Correct AnswerverifiedShow Answer

When creating a persuasive message, you should expect and overcome resistance.

Correct AnswerverifiedShow Answer

Persuasion is necessary when

Correct AnswerverifiedShow Answer

Persuasive techniques today are subtler and more misleading than of the past.

Correct AnswerverifiedShow Answer

Online sales messages are generally much longer than direct-mail messages.

Correct AnswerverifiedShow Answer

You can effectively build interest in a sales message by

Correct AnswerverifiedShow Answer

Both direct claim messages and persuasive requests should begin with the main idea.

Correct AnswerverifiedShow Answer

As a manager, Mary must inform her production employees that they will need to work extra hours to meet a customer's order. Mary's message will be most effective if she uses warm words and a conversational tone.

Correct AnswerverifiedShow Answer

Which of the following is most accurate about the use of persuasion in business?

Correct AnswerverifiedShow Answer

Techniques to elicit audience desire and overcome reader resistance in a marketing message include all of the following except

Correct AnswerverifiedShow Answer

Persuasion used in today's business environment focuses on manipulating others.

Correct AnswerverifiedShow Answer

As a persuasive writer, you should practice all of the following except

Correct AnswerverifiedShow Answer

Most persuasive requests should be organized

Correct AnswerverifiedShow Answer

Because postscripts make letters appear poorly organized and unprofessional, you should avoid adding them to sales messages.

Correct AnswerverifiedShow Answer

Lynette received unsatisfactory service at a recent business dinner. In her persuasive claim message to the restaurant manager, she should enclose a copy of her restaurant receipt.

Correct AnswerverifiedShow Answer

Only large companies actively try to persuade consumers.

Correct AnswerverifiedShow Answer

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