Deck 10: Crafting Persuasive Messages

Question 1

Pin-Yen works for an environmental organization in Taiwan and recently submitted a report on ways to curb climate change to her manager. However, her report stated that the only way to curb climate change is by reducing energy consumption. Therefore, energy consumers are faced with two choices: to reduce energy consumption and curb climate change or not to reduce this consumption and increase climate change. Her manager gave her feedback on the report saying that there are several ways to tackle climate change. Which of the following logical fallacies is illustrated in Pin-Yen's report?

A) false cause
B) weak analogy
C) appeal to authority
D) appeal to popularity
E) false dichotomy

Answer 1

E

Question 2

Common errors that weaken arguments in a message are known as logical fallacies.

Answer 2

True

Question 3

Which of the following would you have to do to be persuasive?

A) Phrase questions defensively to avoid getting the request rejected.
B) Place people in a position where they have to take a stand on an issue.
C) Show the audience that your proposal meets their needs.
D) Avoid overcoming emotional objections because they are unimportant.
E) Avoid asking follow-up questions because they indicate inattentiveness.

Answer 3

C

Question 4

The best common grounds in a message to a larger audience should be based on a respect for and sensitivity to the audience's position.

Question 5

Which of the following is a secondary purpose of a persuasive message?

A) to distance the communicator from the communicator's organization
B) to make the audience change or alter beliefs
C) to build a good image of the communicator
D) to threaten the audience into acting just the way you want
E) to necessitate future communication with the audience on the same subject

Question 6

Hinata and her friends are debating over the kind of music that is most popular amongst their generation. Hinata says that most of her friends love rap music, so rap must be the most popular. Which of the following common logical fallacies has she committed?

A) weak analogy
B) appeal to popularity
C) hasty generalization
D) false cause
E) appeal to ignorance

Question 7

On which of the following should emotional appeal primarily depend?

A) credibility of the author
B) values of the audience
C) technical jargon
D) reputation of the author
E) accurate logic

Question 8

While organizing a persuasive direct request, you should ask immediately for the information or service you want even if it seems abrupt.

Question 9

Fund-raising appeals require limited strategy and information to achieve their primary and secondary purposes.

Question 10

Credibility is best described as the

A) illogical advice you provide.
B) reason you offer to prove your solution is best.
C) exaggerated opinion that supports your idea.
D) common error you make in an opening statement.
E) audience's response to you as the source of the message.

Question 11

When you know that the audience does not feel any resistance to doing as you ask, you should use an indirect request pattern as a persuasive strategy.

Question 12

Even with the advent of social media, television advertising remains a preferred channel for many big businesses that need to reach a wide audience.

Question 13

Reports that recommend action are persuasive messages.

Question 14

Gabrielle recently gave a presentation to her company's board of directors about trade relations with China. In a way, the presentation was appealing because it incorporated many images and videos. However, the board found her logic of quoting celebrity Meryl Streep's opinion on trade relations with China to be weak and irrational. Which of the following logical fallacies did Gabrielle commit?

A) appeal to authority
B) false cause
C) weak analogy
D) appeal to popularity
E) false dichotomy

Question 15

When consumers decide to buy products or services, they are guided exclusively by logic; emotional appeal has no place in purchasing decisions.

Question 16

In order to prevent the audience from ignoring deadlines that seem arbitrary, you should show the cost of delaying action

Question 17

The reasons or logic that a writer or speaker offers in a message is referred to as the

A) argument.
B) credibility.
C) psychological reactance.
D) emotional appeal.
E) false dichotomy.

Question 18

Which of the following is a way to build one's credibility?

A) by appealing to popularity
B) by appealing to authority
C) by being factual and reliable
D) by using psychological reactance
E) by exaggerating details

Question 19

In complicated direct requests, one should avoid anticipating possible responses because they will confuse the audience.

Question 20

Which of the following is the primary purpose of a persuasive message?

A) to build a good image of the communicator's organization
B) to have the audience act or change beliefs
C) to overcome any objections that might delay action
D) to build a good image of the communicator
E) to eliminate future communication on the same subject

Question 21

Olivia needs to send out the annual campaign report to the board of directors. She needs to collect various project reports from the campaign managers and consolidate them before sending them out. To do this, she should receive all the reports by June 1. In her communication to the managers, which of the following messages would most likely get them to act promptly?

A) "Please send in the campaign reports as soon as possible."
B) "Is it possible for you to send me the campaign reports?"
C) "Is it possible for you to send the campaign reports immediately?"
D) "Please send the campaign reports by May 28."
E) "Please send the reports by June 1."

Question 22

Which of the following defines behavioral economics?

A) It is a branch of economics that uses insights from sociology and psychology.
B) It is a branch of economics that studies the behavior of firms while making decisions regarding the allocation of limited resources.
C) It is the study of the location, distribution, and spatial organization of economic activities across the world.
D) It is the study that is concerned with economic issues and problems related to business organization.
E) It is a branch of economics that deals with economic aspects of the development process in low-income countries.

Question 23

Which of the following is true of threats?

A) They produce permanent change.
B) They invariably produce the action one wants.
C) They prevent creation of stress.
D) They produce tension in a work place.
E) They foster better working relationships.

Question 24

Melissa works as an assistant editor at a publishing house in Manhattan. Since she resides 15 miles away from her workplace, she spends a lot of time travelling. As a result, she barely finds time to spend with her children. She intends to talk to her manager to ask him if she could work from home a few days each week. Which of the following would be a good common ground for Melissa to propose?

A) making time for family
B) strengthening personal relationships
C) preventing travel woes
D) increasing productivity
E) finding time for household work

Question 25

Which of the following should be used in subject lines for problem-solving messages?

A) placing the request for action in the subject line
B) using a negative subject line to emphasize the problem
C) using a benefit that is likely to help the audience
D) avoid using a common ground in the subject line
E) avoid using a neutral subject line

Question 26

In written direct requests,

A) put the request in the subject line.
B) never ask a question in the subject line.
C) never set off your questions with bullets.
D) avoid asking for the action you want plainly and straight to the point.
E) put the topic of the request in the body of the letter instead of in the subject line.

Question 27

What does Daniel Pink's research indicate about motivators used at work places?

A) Stick motivators always work for employees irrespective of financial fairness levels.
B) Carrot motivators work well for employees who need to be innovative at their jobs.
C) Carrot motivators increase creativity at work places and improve efficiency.
D) Stick motivators are especially helpful because of their ethical approach.
E) Carrot motivators decrease innovation and turn creative work into drudgery.

Question 28

Which of the following guidelines should be followed when making a direct request?

A) Explain the benefits explicitly in the message.
B) Overcome objections to make the request concrete.
C) Avoid putting the main issue in the subject line.
D) Simply ask for what is needed in the message.
E) Challenge an audience by making them guess.

Question 29

Juan wants to get a newer version of a computer program. Considering this, which of the following is an example of an indirect request by Juan?

A) Can you go to the store and buy me a newer version of this computer program?
B) Where can I buy a newer version of this computer program?
C) Do you have a newer version of this computer program I can use?
D) If there is a newer version of this computer program, can you send it to me?
E) Is there a newer version of this computer program?

Question 30

A problem-solving pattern should be used in a persuasive message when

A) an audience readily agrees to do as a message asks.
B) an audience finds a task easy to perform.
C) logic is more important than emotion in the decision.
D) an audience is easily convinced about a message.
E) feelings are more crucial than rationale in a judgment.

Question 31

Jorge is concerned about an intersection near his business that has been the cause of a few minor accidents in the neighborhood, including one that injured one of his employees. Jorge decides to request the Traffic Committee Board of his neighborhood place a stop sign at the intersection, but he is aware that they are generally not very receptive to inputs from local businesses. Which of the following subject lines is most likely to ensure that his audience listens to his arguments?

A) "The dangers of intersection number 12 being overlooked by the committee"
B) "Reasons why intersection number 12 is dangerous and requires immediate action"
C) "Arguments on the importance of a stop sign at intersection number 12"
D) "Proposal to improve safety at intersection number 12"
E) "Urgent requirement of a stop sign in our neighborhood"

Question 32

Yevgenia is an advertising executive for a clothing manufacturer. She is working on a presentation to introduce a new line of spring clothing. She knows that her presentation needs to include important statistics and figures to support her arguments. However, she intends to convince her audience, purchasers for a retail store that features "green" products, primarily by using emotional appeal. Which of the following sentences can help her connect with the audience through emotional appeal?

A) "We will save 20 percent labor costs if we launch our line by mid-September."
B) "We will use eco-friendly raw materials to help conserve the environment."
C) "We have a total of 20 years of experience in advertising in the country."
D) "We have an experience of working with companies like yours."
E) "We strive to achieve a profit of $85,000 from our spring line of clothing."

Question 33

In problem-solving persuasive messages, when you are explaining the solution to a problem,

A) present your solution using the words "my" and "I" extensively.
B) always ensure the audience's personalities come into picture.
C) let the audience think they should say "no" because you've had other requests accepted.
D) present the solution subjectively.
E) start with a solution that the audience favors and show why it won't work before presenting your solution.

Question 34

Which of the following is true of behavioral economics?

A) It uses insights solely from economics and mathematics.
B) It shows that people always behave rationally.
C) It finds that people behave in a predictable manner.
D) It indicates that people invariably act in their best interests.
E) It draws insights primarily from sociology.

Question 35

The most appropriate situation for a direct request pattern to be used is when

A) an audience is not convinced or is doubtful about an issue.
B) an audience is likely to agree easily to a request.
C) an audience's anticipated reaction is negative.
D) an audience is more likely to read all the messages that are received.
E) a task is difficult for an audience to undertake.

Question 36

In which of the following situations is a direct request pattern most likely to be used?

A) when the audience may not read the entire message
B) when the audience may resist doing as you ask
C) when you expect logic to be more important than emotion in the decision
D) when you need to disarm opposition by showing all the reasons in favor of your position
E) when you expect emotion to be more important than logic in the decision

Question 37

In which of the following situations is a sales pattern most likely to be used?

A) when the audience will find a task easy to perform
B) when the audience may resist doing as you ask
C) when logic is more important than emotion in the decision
D) when the audience may not read all of the message
E) when an audience is easily convinced about a message

Question 38

Which of the following would most likely help build emotional appeal?

A) statistics
B) graphs
C) numbers
D) stories
E) tables

Question 39

When you expect no objections from an audience, you should use a(n)

A) threat of punishment.
B) ambiguous approach.
C) direct persuasive request.
D) problem-solving approach.
E) emotional appeal.

Question 40

Alyssa is working on a campaign to re-forest areas in Indonesia and needs to collate progress reports from the fund-raising and communication departments. She has yet to receive the communication report from the communications manager, Elizabeth. She knows that Elizabeth is working on multiple projects and is currently facing a time crunch. Which of the following should Alyssa use to write a persuasive direct request to Elizabeth asking for the progress report?

A) "We will establish a good image of our organization if we can send the reports on time."
B) "We can prevent delaying the third phase of our campaign if we send out the reports on time."
C) "I was wondering if you could send the report to me once you are relatively free from your work."
D) "Please send the progress report for the communication part of the campaign by March 20."
E) "The fund-raising department has sent in their report. Is there a way you can send in yours?"

Question 41

Which of the following is a recommended use of technology for charities?

A) Select one channel of direct marking plus a website.
B) Decide on using either a website or other channels of direct marking.
C) Focus on many channels of direct marketing instead of using a website.
D) Focus on building up their own website and avoiding other channels of direct marketing.
E) Use their own website as well as other channels of direct marketing.

Question 42

Which of the following is true of websites for charities?

A) They allow charities to expand their logical proof.
B) Colorful visuals are not suitable for charity websites.
C) They remove the emotional factor involved in charity.
D) Well-known charities heavily rely on websites alone.
E) They are extremely effective as independent publicity means.

Question 43

"Anything the mind can conceive and believe, it can achieve." - Napoleon Hill What kind of an opener to a message is this?

A) startling statement
B) anecdote
C) narration
D) quotation
E) question

Question 44

Francesca works for Global Aid, a nonprofit organization. She is composing a letter to raise funds from supporters for a campaign on climate change. In the body of the message, she writes, "According to the Stanley Climate Reports, climate change will leave a billion people homeless by 2025." Which of the following does this statement in the body of the message prove?

A) The problem of climate change can be solved.
B) The problem of climate change deserves attention.
C) Global Aid organization can resolve the issue.
D) Global Aid will use funds wisely for the campaign.
E) Global Aid is in critical need of funds.

Question 45

With the help of an example, explain when a direct request pattern should be used in a message.

Question 46

How should emotional appeal be used in fund-raising messages?

A) using a mild appeal to convince people without offending them
B) creating emotional appeal by a generic group instead of specifics
C) using sensory details to help people connect to a cause
D) using a long-winded style to evoke interest in a reader
E) using passive voice to keep from upsetting the reader too much

Question 47

Which of the following describes a common type of P.S. (postscript) used in a direct mail letter or an email?

A) It helps start off a message.
B) It states consequences of ignoring a message.
C) It is the heading of a message.
D) It comprises of a quotation or a question.
E) It restates points made in a message.

Question 48

Selena works for a Non-Governmental Organization and needs to write to a multinational company requesting donations. Explain how she can fulfill the secondary purposes of her message while writing to the company.

Question 49

Can one type of persuasion strategy work effectively for most organizations? Why or why not?

Question 50

Which of the following components of a message provides the logical and emotional links that move an audience from a first flicker of interest to the action that is wanted?

A) appendix
B) recommendation
C) introduction
D) background
E) body

Question 51

Which of the following points should be kept in mind while writing performance appraisals?

A) They should be ambiguous to avoid offending employees.
B) They should be infrequent to prevent wasting project time.
C) They should use stock phrases during criticisms.
D) They should document areas for improvement by using labels.
E) They should protect the organization and motivate the employee.

Question 52

Which of the following is a form of direct marketing?

A) television
B) telemarketing
C) radio
D) newspaper
E) billboard

Question 53

An orphanage recently held a campaign under the banner "Give today; help our tomorrow." The campaign was organized through posters and social media. Each day a page was dedicated to one of the children and spoke of the life of the child and that child's hobbies, likes, and dislikes. The page concluded with a plea to the audience to help sustain the child's needs. Which of the following did the organization use in their message?

A) psychological reactance
B) emotional appeal
C) appeal to popularity
D) appeal to authority
E) fear appeal

Question 54

Which of the following is an example of psychological description?

A) "Imagine relaxing on your recliner and the aroma of Ramirez Dark Roast coffee rising from your cup."
B) "Buy our Ramirez Dark Roast coffee today to enjoy a 30% Christmas discount."
C) "A cup of Ramirez Dark Roast coffee is all you need to get you through the day."
D) "Get one free packet of Ramirez Dark Roast coffee when you buy two 200 gram packets."
E) "Our Ramirez Dark Roast coffee is carefully handpicked from our coffee plantations in São Paulo, Brazil."

Question 55

A good opener will

A) have more of a factual than emotional appeal.
B) make the audience perplexed about how it relates to the body of the message.
C) provide a reasonable transition to the body of the message.
D) often be rote because the body of the message is more important.
E) avoid asking a question because doing so could annoy the audience.

Question 56

A persona in a message refers to the

A) character who allegedly writes the letter to make a message interesting.
B) description of a product or service with vivid sensory details.
C) strategy of making an audience imagine enjoying the benefits of a product.
D) use of wordiness to make a document appealing to an audience.
E) use of a story to help an audience connect emotionally to a message.

Question 57

Explain why threats fail to work.

Question 58

In a fund-raising message, the action close of the message must

A) lay emphasis on negativism to ensure the issue is taken seriously.
B) make the action sound easy for the audience to perform.
C) ensure the audience is given time to act and not unnecessarily pressure them.
D) constantly remind the audience to donate money.
E) end with guilt-producing tactics to motivate the audience.

Question 59

Which of the following guidelines should be followed to create the right tone in a persuasive message?

A) Provide a reason for a request, which makes the tone better.
B) Avoid using subjunctive verbs while writing to people senior in position.
C) Use passive verbs to create a friendly, informal tone.
D) Use a familiar tone when writing to co-workers and external people.
E) Avoid using explicit disclaimers in order to show respect to superiors.

Question 60

Explain how you can build credibility through the use of appropriate language and strategy.

Question 61

Explain how smaller businesses use technology to increase their sales.

Question 62

What is the importance of writing style in direct mails, and what are some points to remember while preparing such mails?

Question 63

What is the difference between persuasive direct request and persuasive problem solving?

Question 64

What should the action close of a fund-raising message include?

Question 65

Jamila works for Help Aid Foundation and needs to raise funds to help women in Ghana improve their lives. She makes an appointment with a multinational company that has shown interest in contributing toward the cause. For her presentation, she is now brainstorming ideas for openers. With the help of examples, provide four possible openers that Jamila can use in her presentation.