11
24) Most persuasive business messages involve requests for action.
AACSB: Written and oral communication
Difficulty: Easy
Classification: Conceptual
Learning Outcome: Describe strategies for developing persuasive business messages
25) In preparing to write persuasive messages, what two categories of information are vital to
understanding the needs of your audience?
AACSB: Written and oral communication
Difficulty: Moderate
Classification: Conceptual
Learning Outcome: Describe strategies for developing persuasive business messages
26) When is it a good idea to use the direct approach for persuasive messages?
AACSB: Analytic thinking
Difficulty: Difficult
Classification: Synthesis
Learning Outcome: Describe strategies for developing persuasive business messages
12
27) Describe at least five strategies for establishing credibility when preparing persuasive
messages.
AACSB: Written and oral communication
Difficulty: Difficult
Classification: Critical Thinking
Learning Outcome: Describe strategies for developing persuasive business messages
28) Most persuasive messages combine
A) truth and falsehood.
B) current and very old evidence.
C) logical and emotional factors.
D) many major points all at once.
E) demographics and psychographics.
identify the three most common categories of persuasive business messages.
AACSB: Ethical understanding and reasoning
Difficulty: Easy
Classification: Conceptual
Learning Outcome: Describe strategies for developing persuasive business messages
13
29) With regards to persuasive messages in social media, the AIDA approach is limited because
it
A) cultivates long-term relationships.
B) focuses on one-time events.
C) lacks persuasive elements.
D) uses a multidirectional, conversational approach.
E) seeks input and feedback from customers who don’t understand marketing.
identify the three most common categories of persuasive business messages.
AACSB: Reflective thinking
Difficulty: Difficult
Classification: Critical Thinking
Learning Outcome: Describe strategies for developing persuasive business messages
30) Circular reasoning is a logical fallacy that involves
A) reducing a wide range of choices to a simple “either/or” scenario.
B) using irrelevant evidence to support your argument.
C) trying to support a claim by restating it in different words.
D) attacking an opponent’s character, rather than countering his or her argument.
E) comparing two objects or situations that don’t share enough similarities.
identify the three most common categories of persuasive business messages.
AACSB: Analytic thinking
Difficulty: Difficult
Classification: Critical Thinking
Learning Outcome: Describe strategies for developing persuasive business messages
14
31) When you’re composing a persuasive message, all of the following except ________ are
common mistakes that you need to avoid.
A) using a hard-sell approach
B) promoting compromise
C) relying solely on great arguments
D) assuming that persuasion is a one-shot effort
E) using a well-crafted story
identify the three most common categories of persuasive business messages.
AACSB: Reflective thinking
Difficulty: Difficult
Classification: Conceptual
Learning Outcome: Describe strategies for developing persuasive business messages
32) In a ________, your goal may be nothing more than convincing your audience to re-examine
long-help opinions or admit the possibility of new ways of thinking.
A) persuasive retrenchment
B) persuasive presentation of ideas
C) persuasive request for action
D) persuasive claim or request for adjustment
E) persuasive presentation of marketing ideas
identify the three most common categories of persuasive business messages.
AACSB: Written and oral communication
Difficulty: Moderate
Classification: Conceptual
Learning Outcome: Describe strategies for developing persuasive business messages
15
33) When it comes to persuasive messages, the direct approach
A) is rarely used.
B) is often preferable with an audience with whom you have a close relationship.
C) is used only by top management.
D) does not require inclusion of justifications or explanations.
E) is used when you need to rely more on the strength of your message than your reputation.
identify the three most common categories of persuasive business messages.
AACSB: Written and oral communication
Difficulty: Moderate
Classification: Conceptual
Learning Outcome: Describe strategies for developing persuasive business messages
34) AIDA stands for
A) appeal, indirect, direct, action.
B) anticipate inquiry in doing adjustments.
C) assume, insist, describe, act.
D) attention, interest, desire, action.
E) assess, inform, decide, anticipate.
identify the three most common categories of persuasive business messages.
AACSB: Written and oral communication
Difficulty: Easy
Classification: Conceptual
Learning Outcome: Describe strategies for developing persuasive business messages
16
35) When using the AIDA approach to persuasion, which of the following would be the best
opening to your message?
A) How are you today?
B) I know you’ve heard this all before, but …
C) Are you spending way too much on prescription drugs?
D) This is an important message.
E) What I am about to tell you might seem insignificant, but believe me, it’s not.
identify the three most common categories of persuasive business messages.
AACSB: Written and oral communication
Difficulty: Moderate
Classification: Critical Thinking
Learning Outcome: Describe strategies for developing persuasive business messages
36) The purpose of the interest section of a persuasive message is to
A) capture attention.
B) prompt the audience to imagine how the solution might benefit them.
C) increase the audience’s desire to take the action recommended in the message.
D) get the reader to act immediately.
E) make acting on the requested action easy.
identify the three most common categories of persuasive business messages.
AACSB: Written and oral communication
Difficulty: Moderate
Classification: Conceptual
Learning Outcome: Describe strategies for developing persuasive business messages
17
37) When using the AIDA approach to persuasion, the closing should
A) urge the audience to take the action you are requesting.
B) provide additional evidence and detail not covered in the desire section.
C) explain the steps needed to implement your ideas.
D) help the audience imagine how the solution might benefit them.
E) get the audience’s attention.
identify the three most common categories of persuasive business messages.
AACSB: Written and oral communication
Difficulty: Moderate
Classification: Conceptual
Learning Outcome: Describe strategies for developing persuasive business messages
38) An effective ending for a persuasive message would be:
A) Simply take the enclosed coupon to any of our service centers by June 15 for your free oil and
filter change.
B) Please respond as soon as possible because this offer is not likely to last very long.
C) Wouldn’t you like to save some money?
D) Be sure to tell all your friends about this exciting offer.
E) Now that I have your attention, here is what to do.
identify the three most common categories of persuasive business messages.
AACSB: Written and oral communication
Difficulty: Difficult
Classification: Application
Learning Outcome: Describe strategies for developing persuasive business messages
18
39) The key to a successful action phase in the AIDA model is
A) getting readers to change their minds.
B) increasing the audience’s awareness of your product or service.
C) making the action you propose simple and easy.
D) creating a win-lose situation, with you as the winner.
E) reproaching the audience for not taking action sooner.
identify the three most common categories of persuasive business messages.
AACSB: Written and oral communication
Difficulty: Moderate
Classification: Conceptual
Learning Outcome: Describe strategies for developing persuasive business messages
40) The AIDA approach for persuasive messages is ideal when used with
A) the direct approach.
B) the indirect approach.
C) either the direct or the indirect approach.
D) social media marketing.
E) face to face communications.
identify the three most common categories of persuasive business messages.
AACSB: Written and oral communication
Difficulty: Moderate
Classification: Synthesis
Learning Outcome: Describe strategies for developing persuasive business messages
19
41) An advertisement stating that a new product offers “freedom and comfort along with $20
savings per month” is using
A) an emotional appeal.
B) an analogy.
C) an inductive appeal.
D) both logical and emotional appeals.
E) circular reasoning.
identify the three most common categories of persuasive business messages.
AACSB: Analytic thinking
Difficulty: Moderate
Classification: Application
Learning Outcome: Describe strategies for developing persuasive business messages
42) An analogy lets you
A) reason from one specific piece of evidence to another specific piece of evidence.
B) reason from one specific piece of evidence to a general conclusion.
C) reason from a generalization to a specific conclusion.
D) attack an opponent without fear of reprisal.
E) use a general conclusion to prove a point.
identify the three most common categories of persuasive business messages.
AACSB: Reflective thinking
Difficulty: Moderate
Classification: Conceptual
Learning Outcome: Describe strategies for developing persuasive business messages
20
43) Which of the following uses a deductive approach to persuasion?
A) Because the stock market has been falling lately, share prices of our company stock will
probably also decline.
B) Because the stock price of our company fell, the entire market will probably also decline.
C) Our stock price is like a marathon runner, slowly making progress towards our goal.
D) As always, the stock market really affected our stock prices last week.
E) Have you heard what happened to stock prices last week?
identify the three most common categories of persuasive business messages.
AACSB: Analytic thinking
Difficulty: Difficult
Classification: Application
Learning Outcome: Describe strategies for developing persuasive business messages
44) When writing persuasive messages, one way to avoid faulty logic is to
A) avoid induction.
B) avoid deduction.
C) avoid praising your opponent.
D) avoid hasty generalizations.
E) simplify a complex issue to either/or choices.
identify the three most common categories of persuasive business messages.
AACSB: Written and oral communication
Difficulty: Moderate
Classification: Conceptual
Learning Outcome: Describe strategies for developing persuasive business messages