31
68) Whereas ________ focus on what the product does, ________ focus on what the user
experiences or gains.
A) wants; needs
B) selling points; benefits
C) benefits; selling points
D) actionable features; desirable benefits
E) benefits; objections
explain how to modify your approach when writing promotional messages for social media.
AACSB: Analytic thinking
Difficulty: Moderate
Classification: Conceptual
Learning Outcome: Describe strategies for developing persuasive business messages
69) If you’re marketing a new security system to an audience of wealthy professionals, the
consumer benefit you would most want to emphasize is
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.
E) sales projections for the new system.
explain how to modify your approach when writing promotional messages for social media.
AACSB: Analytic thinking
Difficulty: Moderate
Classification: Application
Learning Outcome: Describe strategies for developing persuasive business messages
32
70) In marketing and sales messages, the best way to handle potential objections is to
A) avoid mentioning them.
B) identify them up front and try to address as many as you can.
C) explain why the objections aren’t really important.
D) suggest that anyone who has them simply needs to do more research.
E) imply the objections stems from ignorance.
explain how to modify your approach when writing promotional messages for social media.
AACSB: Written and oral communication
Difficulty: Moderate
Classification: Critical Thinking
Learning Outcome: Describe strategies for developing persuasive business messages
71) Successful marketing and sales messages begin with
A) an understanding of audience needs.
B) an awesome marketing campaign.
C) a persuasive call to action.
D) an all-out effort to recruit marketing personnel.
E) an explanation of how benefits can be delivered.
explain how to modify your approach when writing promotional messages for social media.
AACSB: Written and oral communication
Difficulty: Moderate
Classification: Application
Learning Outcome: Describe strategies for developing persuasive business messages
33
72) If price is one of your strong selling points, you should
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.
E) not overemphasize it, since you might need to use this advantage later.
explain how to modify your approach when writing promotional messages for social media.
AACSB: Written and oral communication
Difficulty: Moderate
Classification: Application
Learning Outcome: Describe strategies for developing persuasive business messages
73) Which of the following would not be an effective technique for gaining audience attention in
sales messages?
A) offering an exciting product benefit
B) encouraging people to place an order
C) offering a unique solution to a common problem
D) appealing to people’s emotions
E) offering a piece of interesting news
explain how to modify your approach when writing promotional messages for social media.
AACSB: Analytic thinking
Difficulty: Moderate
Classification: Critical Thinking
Learning Outcome: Describe strategies for developing persuasive business messages
34
74) The desire phase of a conventional marketing or sales message should
A) cut through “the clutter” to get your audience’s attention.
B) build interest in the product or service that the message is promoting.
C) expand on your explanation of how the product or service will benefit them.
D) include a persuasive call to action.
E) include a starting fact or statistic.
explain how to modify your approach when writing promotional messages for social media.
AACSB: Written and oral communication
Difficulty: Moderate
Classification: Conceptual
Learning Outcome: Describe strategies for developing persuasive business messages
75) ________ are the most common form of content marketing in the mobile arena.
A) Blog posts
B) Search-engine results
C) Downloadable coupons
D) Mobile-optimized videos
E) Websites
explain how to modify your approach when writing promotional messages for social media.
AACSB: Information technology
Difficulty: Moderate
Classification: Conceptual
Learning Outcome: Describe strategies for developing persuasive business messages
35
76) Conventional marketing or sales messages begin with an effort to gain the audience’s
A) attention.
B) money.
C) interest.
D) cooperation.
E) order.
explain how to modify your approach when writing promotional messages for social media.
AACSB: Written and oral communication
Difficulty: Easy
Classification: Conceptual
Learning Outcome: Describe strategies for developing persuasive business messages
77) ________ take(s) potential customers through the purchasing process without asking for an
immediate purchase decision.
A) Marketing messages
B) Sales messages
C) Mission statements
D) Business previews
E) The AIDA plan
explain how to modify your approach when writing promotional messages for social media.
AACSB: Written and oral communication
Difficulty: Moderate
Classification: Conceptual
Learning Outcome: Describe strategies for developing persuasive business messages
36
78) According to your textbook, ________ are the most attractive features of a product.
A) desirable benefits
B) specialties
C) points of access
D) selling points
E) price points
explain how to modify your approach when writing promotional messages for social media.
AACSB: Written and oral communication
Difficulty: Moderate
Classification: Conceptual
Learning Outcome: Describe strategies for developing persuasive business messages
79) ________ are the particular advantages that readers will realize from the features of a
product.
A) Benefits
B) Optimizations
C) Utilization points
D) Selling points
E) Marketing strategies
explain how to modify your approach when writing promotional messages for social media.
AACSB: Written and oral communication
Difficulty: Moderate
Classification: Conceptual
Learning Outcome: Describe strategies for developing persuasive business messages
37
80) The benefits of a product can be
A) practical but not emotional.
B) anticipated.
C) both practical and emotional.
D) demographic in nature.
E) psychographic in nature.
explain how to modify your approach when writing promotional messages for social media.
AACSB: Analytic thinking
Difficulty: Moderate
Classification: Conceptual
Learning Outcome: Describe strategies for developing persuasive business messages
81) In social-media marketing, ________ are enthusiastic fans of your company and its products.
A) mega-users
B) champions
C) viral voices
D) repeat customers
E) social media savvy
explain how to modify your approach when writing promotional messages for social media.
AACSB: Analytic thinking
Difficulty: Moderate
Classification: Conceptual
Learning Outcome: Describe strategies for developing persuasive business messages