Question 1

With regards to persuasive messages in social media, the AIDA approach is limited because it

Accepted Answer

A)  cultivates long-term relationships.
B)  focuses on one-time events.
C)  lacks persuasive elements.
D)  uses a multidirectional, conversational approach.

Question 2

If you possess little authority in your organization, the direct approach will generally be best for the persuasive messages you send to colleagues.

Accepted Answer

A) True 
 B)False

Question 3

________ ________ are the most attractive features of an idea or product.

Accepted Answer

Selling points
Explanation:A s...

Question 4

Whereas ________ focus on what the product does, ________ focus on what the user experiences or gains.

Accepted Answer

A)  wants; needs
B)  selling points; benefits
C)  benefits; selling points,
D)  actionable features; desirable benefits

Question 5

In preparing to write persuasive messages, what two types of information are vital to assess the needs of your audience?

Accepted Answer

Demographics (the age, gender, occupatio...

Question 6

Persuasive messages often follow a specialized four-phase format called the ________ model.

Accepted Answer

AIDA
Explanation:AIDA stands f...

Question 7

If price is one of your strong selling points, you should

Accepted Answer

A)  mention special offers, such as volume discounts, before actually stating the price.
B)  decrease the perception that the price is high.
C)  break the total price into smaller units.
D)  give the price a place of prominence in the message.

Question 8

________ information includes age, gender, occupation, income, and education.

Accepted Answer

Demographic
Explanation:Demogr...

Question 9

When it comes to persuasive messages, an up-front hard-sell approach is usually the most successful.

Accepted Answer

A) True 
 B)False

Question 10

If the audience for your marketing or sales message promoting a new security system is made up of wealthy professionals, the consumer benefit you would most want to emphasize is

Accepted Answer

A)  protection of the consumer's property.
B)  the low cost of the system.
C)  the low monthly payments for the service.
D)  easy, do-it-yourself installation.

Question 11

A(n)________ appeal is based on the audience's feelings or sympathies rather than its rational assessment of the facts.

Accepted Answer

emotional
Explanation:An emoti...

Question 12

Unlike more traditional promotional messages, those written for social media

Accepted Answer

A)  are less interactive.
B)  enable companies to engage in conversations about their products and services.
C)  allow for less transparency and openness with customers.
D)  save money by allowing companies to rely on the news media to distribute important messages.

Question 13

AIDA stands for

Accepted Answer

A)  appeal, indirect, direct, action.
B)  anticipate inquiry in doing adjustments.
C)  assume, insist, describe, act.
D)  attention, interest, desire, action.

Question 14

________ is reasoning that works from a generalization to a specific conclusion.

Accepted Answer

Deduction
Explanation:An examp...

Question 15

If potential customers are likely to object to the price of your product or service, what can you do?

Accepted Answer

If price is a likely objection, look for...

Question 16

What does AIDA stand for?

Accepted Answer

Attention,...

Question 17

In a message promoting a new laptop, a selling point would be the computer's lightning fast performance whereas a benefit would be, "never having to worry about having enough space for your photos, music, movies, and documents."

Accepted Answer

A) True 
 B)False

Question 18

Most persuasive messages combine logical and emotional appeals.

Accepted Answer

A) True 
 B)False

Question 19

In marketing, ________ are enthusiastic fans of your company and its products.

Accepted Answer

champions
Explanation:Champions are the ...

Question 20

If you are trying to persuade a hostile audience to take action, you should meet their hostility with your own belligerence to show that you are as tough as they are.

Accepted Answer

A) True 
 B)False

Exam 12: Writing Persuasive Messages

In a message promoting a new laptop, a selling point would be the computer's lightning fast performance whereas a benefit would be, "never having to worry about having enough space for your photos, music, movies, and documents."

Correct AnswerverifiedShow Answer

Unlike more traditional promotional messages, those written for social media

Correct AnswerverifiedShow Answer

________ ________ are the most attractive features of an idea or product.

Correct AnswerverifiedSelling pointsExplanation:A s...View AnswerShow Answer

________ information includes age, gender, occupation, income, and education.

Correct AnswerverifiedDemographicExplanation:Demogr...View AnswerShow Answer

If price is one of your strong selling points, you should

Correct AnswerverifiedShow Answer

If you are trying to persuade a hostile audience to take action, you should meet their hostility with your own belligerence to show that you are as tough as they are.

Correct AnswerverifiedShow Answer

In marketing, ________ are enthusiastic fans of your company and its products.

Correct AnswerverifiedchampionsExplanation:Champions are the ...View AnswerShow Answer

Whereas ________ focus on what the product does, ________ focus on what the user experiences or gains.

Correct AnswerverifiedShow Answer

When it comes to persuasive messages, an up-front hard-sell approach is usually the most successful.

Correct AnswerverifiedShow Answer

Most persuasive messages combine logical and emotional appeals.

Correct AnswerverifiedShow Answer

With regards to persuasive messages in social media, the AIDA approach is limited because it

Correct AnswerverifiedShow Answer

________ is reasoning that works from a generalization to a specific conclusion.

Correct AnswerverifiedDeductionExplanation:An examp...View AnswerShow Answer

Persuasive messages often follow a specialized four-phase format called the ________ model.

Correct AnswerverifiedAIDAExplanation:AIDA stands f...View AnswerShow Answer

AIDA stands for

Correct AnswerverifiedShow Answer

In preparing to write persuasive messages, what two types of information are vital to assess the needs of your audience?

Correct AnswerverifiedDemographics (the age, gender, occupatio...View AnswerShow Answer

If you possess little authority in your organization, the direct approach will generally be best for the persuasive messages you send to colleagues.

Correct AnswerverifiedShow Answer

If the audience for your marketing or sales message promoting a new security system is made up of wealthy professionals, the consumer benefit you would most want to emphasize is

Correct AnswerverifiedShow Answer

What does AIDA stand for?

Correct AnswerverifiedAttention,...View AnswerShow Answer

A(n)________ appeal is based on the audience's feelings or sympathies rather than its rational assessment of the facts.

Correct AnswerverifiedemotionalExplanation:An emoti...View AnswerShow Answer

If potential customers are likely to object to the price of your product or service, what can you do?

Correct AnswerverifiedIf price is a likely objection, look for...View AnswerShow Answer

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are the most attractive features of an idea or product.

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Selling points
Explanation:A s...
View Answer

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Demographic
Explanation:Demogr...
View Answer

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champions
Explanation:Champions are the ...
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Whereas focus on what the product does, focus on what the user experiences or gains.

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Deduction
Explanation:An examp...
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AIDA
Explanation:AIDA stands f...
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Demographics (the age, gender, occupatio...
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Attention,...
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emotional
Explanation:An emoti...
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If price is a likely objection, look for...
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