Deck 8: Persuasive Messages

Question 1

On behalf of your civic organization, you are inviting a motivational speaker to your semiannual meeting. In your request you guarantee the speaker an enthusiastic audience and a positive impact on the community, both of which emphasize

A)praise for the reader.
B)indirect benefits to the reader.
C)the indirect strategy.
D)the direct strategy.

Answer 1

B

Question 2

When developing a claim message, you should

A)close the message by clearly specifying what you want done.
B)describe the problem without providing a long, detailed account of the issue.
C)include copies of relevant materials.
D)All answer choices are correct.

Answer 2

D

Question 3

When writing persuasive claim or complaint messages, you should

A)suggest that the receiver intentionally deceived you or intentionally created the problem.
B)use a moderate tone.
C)inform the reader that you will contact the Better Business Bureau if your claim is not granted.
D)use a strong tone with accusatory language to demonstrate your dissatisfaction.

Answer 3

B

Question 4

Persuasive claims are often written when

A)products are damaged.
B)wrong shipments are delivered.
C)mistakes in billing occur.
D)All answer choices are correct.

Question 5

Effective persuasive claim messages

A)vent the writer's anger and frustration.
B)present a logical case with clear facts.
C)help the reader by showing who is to blame for the problem.
D)display strong emotion.

Question 6

Persuasion in today's businesses focuses on

A)manipulating the facts to bolster sales.
B)generating and sending messages using only electronic media.
C)influencing others.
D)writing direct messages.

Question 7

Persuasive claim messages are also called

A)inquiries.
B)adjustment messages.
C)sales messages
D)complaint messages.

Question 8

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

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.

Question 9

Persuasion is necessary when

A)you anticipate that your audience will agree with your position.
B)your audience may have resistance about your idea.
C)audience attitudes match the objectives of your plan.
D)your message is especially attractive to the audience.

Question 10

In the body of a persuasive request, you can reduce resistance by

A)focusing exclusively on benefits to the writer of the request.
B)shifting reader attention through praise and compliments.
C)avoiding any potential reasons for resistance.
D)anticipating objections and offering counterarguments.

Question 11

Most persuasive requests should be organized

A)directly.
B)chronologically.
C)quickly.
D)indirectly.

Question 12

Which statement about persuasion in business communication today is  most accurate?

A)The number of persuasive messages Americans receive per day has declined.
B)Effective persuasion focuses on manipulating others.
C)Social media is not an effective means of persuasion in the eyes of many businesses.
D)Persuasive tactics are more impersonal today than they were many years ago.

Question 13

Choose the best closing for a message requesting the receiver's support for a proposed change in a benefits plan.

A)Please e-mail me at your earliest convenience with your decision.
B)Contacting me by December 1 about your support of this new benefits plan will allow me to present this proposal at the next strategic planning session.
C)If you have any further questions about this new benefits plan, please do not hesitate to contact me.
D)We really need to implement this new benefits plan soon.

Question 14

When using the indirect strategy in a persuasive message, you should place the reasons and explanations

A)in the closing of the message.
B)after the main idea.
C)before the main idea.
D)in an attachment to the message.

Question 15

Mikhail's claim has been denied once. Now, he is writing a second persuasive claim message to his digital media services company asking for a promised rebate package. Because he expects resistance, what should he do?

A)Appeal to the receiver's sense of responsibility and pride in the company's good name.
B)Begin by presenting his resolution to the problem.
C)Address the message to a department or "To Whom It May Concern."
D)Show specifically how the receiver or the receiver's company caused the problem.

Question 16

Effective persuasion has the aim of __________________ others.

A)manipulating
B)confusing
C)influencing
D)motivating

Question 17

Which of the following messages would most likely require the indirect strategy to persuade an audience?

A)Informing employees of an upcoming all-staff meeting
B)Announcing the hiring of a new sales director
C)Asking an employer for agreed-upon benefits such as vacation time
D)Requesting favors and action from coworkers

Question 18

The closing of a persuasive request should

A)establish your credibility and demonstrate your competence.
B)meet governmental regulations.
C)describe the problem.
D)motivate action.

Question 19

Sammie is planning a persuasive request. What advice should she follow for the opening of her request?

A)Provide her telephone number.
B)Capture the reader's attention and interest.
C)Cite facts, statistics, expert opinions, examples, and specific details to support her request.
D)Identify herself and her company.

Question 20

Select the most effective opening for a persuasive request that invites a state representative to speak at your organization's Flag Day celebration.

A)If you have June 14 open, would you be interested in speaking at our Flag Day ceremony?
B)Please consider this letter an invitation to address our organization on June 14.
C)Your patriotism and leadership in the House of Representatives have improved the quality of life across our state.
D)The Patriotic Council promotes respect for the flag and our country, just as you do, which is why we are asking you to be our guest speaker for our Flag Day ceremony on June 14.

Question 21

An effective direct-mail sales letter

A)uses only rational appeals.
B)uses only emotional appeals.
C)presents information completely, using a personalized tone.
D)is designed for a general audience.

Question 22

Use an emotional appeal when the

A)product is expensive; long-lasting; or important to health, security, and financial success.
B)product is inexpensive, short-lived, or nonessential.
C)reader is comparing similar products from other companies.
D)reader has a college education.

Question 23

Which of the following is the most effective emotional appeal?

A)For a limited time you will receive our employee discount on any new General Motors vehicle.
B)Surround yourself in the uncompromising safety and luxury of a Lincoln because you've earned it.
C)Purchase a Jeep today, and you will receive a $1,500 college savings bond for tomorrow.
D)Save now and save later. With its low sticker price and great gas mileage, this Focus hybrid is a best buy.

Question 24

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

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.

Question 25

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

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 hours

Question 26

Learning the techniques of sales writing can help you

A)become more successful in other situations requiring persuasion.
B)recognize sales strategies directed at you.
C)become a more perceptive consumer of ideas, products, and services.
D)All of these are benefits of learning sales writing techniques.

Question 27

Graciella is making a persuasive complaint at work. Which of these sentences will be most effective in achieving her goal?

A)If you can't be bothered with maintaining our equipment in good working order, how can I be confident that you care about your employees? I can't be bothered filing repeated repair requests either.
B)I have put up with a broken fax in Workroom 223 for three weeks, and I am just fed up with this waste of my time. Repair the fax or else!
C)Did you realize that Bill has still not fixed the fax in Workroom 223 despite the work request I completed two weeks ago? Make Bill fix it soon.
D)For the past two weeks, fax machine No. 223- 51 has been unavailable to complete essential business for 25 of our employees due to incomplete service. Please ensure our equipment is repaired by Friday.

Question 28

You must write a sales message to prospective customers. What should you do in the opening of your sales message?

A)Offer something valuable, promise a benefit to the reader, or use some other technique to gain your reader's attention.
B)Convince your reader of the superiority of the product or service being sold.
C)Motivate your reader to take action.
D)Promise an incentive for responding by a specific date.

Question 29

AIDA, the indirect strategy for persuasive messages, seeks to gain the attention, interest, ________, and action of the audience.

A)direction
B)desire
C)devotion
D)discernment

Question 30

You want to propose a workplace change to your employer. Which of these is the best advice for you?

A)Because your supervisor should already be aware of the pros of changing the procedure, avoid providing any evidence.
B)Stress your own needs and how you will benefit from the change because this is your proposal.
C)Avoid words like suggest and recommend because these words make you look weak.
D)Focus on how much money the proposed change will save the company.

Question 31

You can effectively build interest in a sales message by

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.

Question 32

Which of the following is true of sales messages sent through direct mail?

A)They are considered less invasive by most consumers than telephone calls or unsolicited e-mail messages.
B)Direct mail is an effective channel for personalized messages.
C)Tangible mail has been shown to have greater emotional impact than virtual mail.
D)All of these are true of sales messages sent via direct mail.

Question 33

Emotional appeals

A)focus on making or saving money.
B)explain how to increase efficiency or protect resources.
C)solve workplace problems.
D)focus on status, ego, and sensual feelings.

Question 34

Your primary goal in writing a sales or marketing message is to

A)demonstrate creativity and marketing skills.
B)create a strong personal and professional image for yourself.
C)get your audience to devote a few moments of attention to your message.
D)become a perceptive consumer of ideas, products, and services.

Question 35

Which statement about today's organizations and their employees is most accurate?

A)Organizations are establishing more levels of management to conduct operations and to oversee employees.
B)Executives today rely on persuasion to achieve buy-in from subordinates.
C)There have been few changes in today's organizations for employees.
D)Today's information-age workers rely on managers to be their information providers.

Question 36

Which statement about direct-mail messages is most accurate?

A)Direct mail is an effective channel for personalized, tangible, three-dimensional messages that are less invasive than telephone solicitations.
B)Today's companies no longer send direct-mail messages to market their products or services; they rely exclusively on electronic media instead.
C)Direct-mail marketing is less effective than online marketing.
D)All answer choices are accurate statements about direct-mail messages.

Question 37

When you use the AIDA persuasive approach, your first task is to gain the reader's attention (A). Which of the following represents your second step, or "I" tasks, of AIDA?

A)Describe the benefits a product or service offers and make rational or emotional appeals.
B)Include details of your company's reliability and reputation.
C)Grow more excited about your product and yourself as a salesperson.
D)Identify a proverb or famous quotation.

Question 38

As a manager, Corbin must inform his staff that all employees must now contribute more to their health insurance premiums. What advice should Corbin follow when delivering his message?

A)Avoid telling the employees the reason for the decision.
B)Use a threatening tone so that employees know that this is a serious matter.
C)Be honest and provide the important reasons for the increase in individual contributions.
D)Tell the employees to "Suck it up" and deal with the increased individual costs.

Question 39

All of the following messages to subordinates would use the indirect strategy except

A)instructions to operate the new phone system installed in all offices.
B)suggestions to begin an exercise program in conjunction with the new health insurance plan.
C)requests to contribute to the organization's United Way campaign goal.
D)discussion of their opportunities to participate in a company-sponsored charity event.

Question 40

Rational appeals focus on making or saving money, increasing efficiency, and

A)soothing the egos of managers.
B)making good use of resources.
C)identifying status in the workplace or community.
D)enjoying sensory input.

Question 41

An effective persuasive technique is to tie the facts to writer benefits.

Question 42

The primary channel that consumers use to interact with brands today is

A)e-mail.
B)focus groups.
C)mall and shopping center surveys and sample booths.
D)direct mail.

Question 43

Social networks are an integral part of the way businesses of all sizes aim to persuade today.

Question 44

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

A)testimonials.
B)money-back guarantees.
C)application forms.
D)free samples or trials.

Question 45

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

Question 46

Which of the following illustrates a testimonial?

A)After completing your training, I received job offers from three employers in one week!
B)We are confident that your skills in applying for jobs and interviewing with employers will improve with this training.
C)Scientifically proven self-actualization techniques will increase your self-confidence and boost your interviewing skills.
D)Employers respond positively to well-written application letters and résumés, and they offer jobs to candidates who are confident and well prepared.

Question 47

Citing others' expert opinions and research to support your position is an effective way to establish your credibility for a persuasive message.

Question 48

Persuasive requests are generally more effective when they are organized directly.

Question 49

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

Question 50

In crafting e-mail sales messages, the term above the fold refers to

A)all main points following standard business etiquette and online netiquette.
B)adhering to legal standards.
C)your primary points appearing early in the message.
D)not exceeding one screen in length.

Question 51

You will need to use persuasion if you anticipate resistance.

Question 52

Purposes of e-mail marketing include attracting new customers, keeping existing customers, encouraging future sales, cross-selling, and

A)seeking new employees.
B)lobbying local legislators.
C)cutting costs.
D)importing products from international businesses.

Question 53

Which of the following is the most effective closing for a sales message?

A)Making this training choice for your employees today may be the smartest business decision you'll ever make. Consider the benefits, and I am sure that you will agree .
B)Because we are confident that you will choose us for your training needs, we will visit you on Friday to finalize your contract.
C)Complete the enclosed interest card and mail it to us at your earliest convenience.
D)If your sales don't increase at least 10 percent after your salespeople complete our "Closing the Deal" training, you get a full refund. Use our toll-free number to call me by August 1 and begin training on September 1.

Question 54

Byron has ended a sales message with the sentence Book your vacation by May 15 to receive our reduced rate. What technique is he using to motivate action?

A)Offering a gift
B)Limiting the offer
C)Setting a deadline
D)Guaranteeing satisfaction

Question 55

Which of the following is true about short persuasive messages submitted online?

A)All four parts of the AIDA strategy must be incorporated.
B)Social media are primarily suited for overt selling.
C)Twitter should be avoided because the 140-character limit prevents messages from being effective.
D)Tweets and other online posts can be used to project a professional, positive image.

Question 56

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

Question 57

Which of the following will increase the effectiveness of an online sales message?

A)Sending it only to receivers who have given you permission to send them e-mail marketing messages.
B)Eliminating a subject line to mask the purpose of the message.
C)Avoiding the use of testimonials.
D)Making the message formal and extensive in length.

Question 58

The number of persuasive messages the average consumer receives has increased drastically within the last decade.

Question 59

Persuasion today is more impersonal than in the past.

Question 60

Which of the following most effectively reduces resistance and builds desire?

A)If you are worried about booking a tour with us, please know that our European walking tours were rated the safest and best planned in the industry.
B)Join one of our European walking tours this summer for an unbelievable cultural experience.
C)Going on a walking tour of Europe is fun.
D)Our travel company knows Europe and is eager to show it to you.

Question 61

Claim messages should appeal to the receiver's sense of responsibility and pride in the company's good name.

Question 62

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.

Question 63

Directives moving downward from superiors to subordinates usually follow the indirect strategy.

Question 64

Claim messages should include a blow-by-blow chronology of the details of the problem to adequately inform the reader of the problem.

Question 65

To reduce resistance in a persuasive request, you should avoid offering counterarguments so that you do not offend your reader.

Question 66

Your claim message will be most effective if you make a reasonable and valid request, present a logical case with clear facts, and display some anger and emotion.

Question 67

In developing a claim message, you should leave the adjustment (or solution)up to the receiver so that you do not sound too demanding.

Question 68

Persuasive claim or complaint messages may involve damaged products, mistaken billing, inaccurate shipments, warranty problems, limited return policies, insurance snafus, or faulty merchandise.

Question 69

A manager's goals in writing a persuasive memo to employees using the indirect strategy are to present a strong but honest argument and to avoid manipulation or trickery.

Question 70

Michelle needs to sell her idea to remodel their business waiting room to her boss. Michelle is more likely to succeed if she can base her argument on saving or earning money.

Question 71

When requesting a favor or action, you should discuss only the direct benefits to the reader because indirect benefits are not persuasive.

Question 72

Another name for a complaint message is a claim message.

Question 73

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

Question 74

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.

Question 75

In the closing of a persuasive request, your goal is to prove the merit of your request.

Question 76

Messages to management are more persuasive when they include words such as "you must" or "we should."

Question 77

The body of a persuasive request should motivate action.

Question 78

A successful persuasive message is typically longer than a direct message.

Question 79

The opening of a persuasive request should gain your reader's attention and interest.

Question 80

To capture the reader's attention and interest in a persuasive request, you can make an unexpected statement, suggest reader benefits, offer praise or compliments, or ask a stimulating question.