Question 1

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?

Accepted Answer

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 2

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?

Accepted Answer

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 3

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

Accepted Answer

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

Question 4

You will receive a free one-year subscription to Netflix when you purchase any Sony flat-panel television is an example of a rational appeal.

Accepted Answer

A) True 
 B)False

Question 5

____________________ is needed when we are making more than routine demands and facing skeptical audiences.

Accepted Answer

The answer of ____________________ is needed when we are making...

Question 6

The body of a persuasive request should motivate action.

Accepted Answer

A) True 
 B)False

Question 7

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

Accepted Answer

A) True 
 B)False

Question 8

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

Accepted Answer

A) True 
 B)False

Question 9

Messages such as information about procedures, equipment, or customer service should be organized using the ____________ strategy.

Accepted Answer

The answer of Messages such as information about procedures, equipment,...

Question 10

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

Accepted Answer

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

Question 11

Which of the following statements about short persuasive online messages is most accurate?

Accepted Answer

A)   More writers are using social network posts to promote their businesses, further their causes, and increase their online personas.
B)   Social media are not primarily suited for overt selling.
C)   Many individuals have been successful in using tweets consisting of 140 characters or fewer to pitch offers, prompt responses, and draw the attention of their audiences to interesting events and media links.
D)   All answer choices are correct.

Question 12

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

Accepted Answer

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 13

You do not need to establish your credibility when attempting to persuade others.

Accepted Answer

A) True 
 B)False

Question 14

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?

Accepted Answer

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 15

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

Accepted Answer

A) True 
 B)False

Question 16

The main information in an e-mail sales message should be placed above the fold, which means that

Accepted Answer

A)   all main points follow standard business etiquette and online netiquette.
B)   you are certain that your e-mail adheres to all legal standards.
C)   your primary points appear early in the message.
D)   your e-mail message does not exceed one screen in length.

Question 17

Effective persuasive claim messages

Accepted Answer

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 18

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.

Accepted Answer

A) True 
 B)False

Question 19

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

Accepted Answer

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 20

The opener for a sales message should be

Accepted Answer

A)   provocative, humorous or entertaining, and medium length (5-10 lines) .
B)   stimulating, relevant, honest, and short (1-5 lines) .
C)   appealing, informative, persuasive, conversational, and medium length (5-10 lines) .
D)   entertaining or serious, focused, persuasive, and short (1-5 lines) .

Exam 8: Persuasive Messages

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Which of the following statements about short persuasive online messages is most accurate?

Correct AnswerverifiedShow Answer

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?

Correct AnswerverifiedShow Answer

You do not need to establish your credibility when attempting to persuade others.

Correct AnswerverifiedShow Answer

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?

Correct AnswerverifiedShow Answer

Effective persuasive claim messages

Correct AnswerverifiedShow Answer

The main information in an e-mail sales message should be placed above the fold, which means that

Correct AnswerverifiedShow Answer

The opener for a sales message should be

Correct AnswerverifiedShow Answer

You will receive a free one-year subscription to Netflix when you purchase any Sony flat-panel television is an example of a rational appeal.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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.

Correct AnswerverifiedShow Answer

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?

Correct AnswerverifiedShow Answer

Messages such as information about procedures, equipment, or customer service should be organized using the ____________ strategy.

Correct AnswerverifiedShow Answer

____________________ is needed when we are making more than routine demands and facing skeptical audiences.

Correct AnswerverifiedShow Answer

The body of a persuasive request should motivate action.

Correct AnswerverifiedShow Answer

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