38
82) Unlike more traditional promotional messages, those written for social media
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.
E) are more persuasive.
explain how to modify your approach when writing promotional messages for social media.
AACSB: Information technology
Difficulty: Moderate
Classification: Critical Thinking
Learning Outcome: Describe strategies for developing persuasive business messages
83) Using the AIDA approach with social media
A) requires the same steps as the AIDA approach with conventional media.
B) does not work at all.
C) requires a different, more interactive approach.
D) requires a more rigid approach.
E) requires a stronger attention getting technique.
explain how to modify your approach when writing promotional messages for social media.
AACSB: Information technology
Difficulty: Moderate
Classification: Synthesis
Learning Outcome: Describe strategies for developing persuasive business messages
39
84) Promotional messages developed for mobile devices need to
A) build a story one link at a time.
B) immediately generate desire.
C) have a strong call to action.
D) have significant levels of detail.
E) be fast and straightforward.
explain how to modify your approach when writing promotional messages for social media.
AACSB: Information technology
Difficulty: Moderate
Classification: Synthesis
Learning Outcome: Describe strategies for developing persuasive business messages
85) Because using a mobile device is so convenient, most mobile users aren’t pressed for time;
so, they enjoy receiving intricate promotional messages.
explain how to modify your approach when writing promotional messages for social media.
AACSB: Information technology
Difficulty: Easy
Classification: Synthesis
Learning Outcome: Describe strategies for developing persuasive business messages
86) Successful marketing and sales messages match the product’s selling points to the audience’s
primary needs or emotional concerns.
explain how to modify your approach when writing promotional messages for social media.
AACSB: Reflective thinking
Difficulty: Moderate
Classification: Conceptual
Learning Outcome: Describe strategies for developing persuasive business messages
40
87) If you’re called upon to create marketing or sales messages for mobile commerce, what two
things should you keep in mind?
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
88) Compare and contrast marketing messages and sales messages.
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
89) Briefly explain the difference between selling points and benefits, and then give an example
of each.
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
41
90) If potential customers are likely to object to the price of your product or service, what can
you do?
explain how to modify your approach when writing promotional messages for social media.
AACSB: Written and oral communication
Difficulty: Difficult
Classification: Critical Thinking
Learning Outcome: Describe strategies for developing persuasive business messages
91) Marketers use ________ to track the online behavior of website visitors and serve up ads
based on what their interests appear to be.
A) cyber stalking
B) crowdsourcing
C) social convergence
D) behavioral targeting
E) psychographics
AACSB: Information technology
Difficulty: Moderate
Classification: Conceptual
Learning Outcome: Describe strategies for developing persuasive business messages
92) An ethical persuasive argument
A) is a contradiction in terms.
B) focuses on how the audience’s actions will benefit the sender.
C) includes all evidence, whether or not it’s relevant.
D) focuses on being both truthful and nondeceptive.
E) requires admitting up front that you stand to gain from audience compliance.
AACSB: Ethical understanding and reasoning
Difficulty: Moderate
Classification: Conceptual
Learning Outcome: Describe strategies for developing persuasive business messages
42
93) In the practice of ________, behaviorally targeted ads from one website follow an online
shopper when he or she moves on to other websites.
A) flanking
B) remarketing
C) cyber stalking
D) stealth advertising
E) unethical marketing
AACSB: Information technology
Difficulty: Moderate
Classification: Conceptual
Learning Outcome: Describe strategies for developing persuasive business messages
94) Ethical businesspeople often use ________ as a positive force to align their interests with
what is best for their audience.
A) stealth marketing
B) circular reasoning
C) the “you” attitude
D) persuasion
E) authority
AACSB: Ethical understanding and reasoning
Difficulty: Moderate
Classification: Conceptual
Learning Outcome: Describe strategies for developing persuasive business messages
43
95) According to the FTC, marketing and sales messages must
A) offer an alternative if the advertised product is not available.
B) include a product reviewers name and any payment received for the review.
C) not be offensive or insulting.
D) include opt-in choices.
E) be free of implied claims.
AACSB: Ethical understanding and reasoning
Difficulty: Moderate
Classification: Conceptual
Learning Outcome: Describe strategies for developing persuasive business messages
96) Because promotional messages are not legally binding contracts in most states, it is usually
acceptable to imply offers or promises you cannot deliver.
AACSB: Ethical understanding and reasoning
Difficulty: Moderate
Classification: Conceptual
Learning Outcome: Describe strategies for developing persuasive business messages
97) You usually do not need permission to use a person’s name or photograph in a marketing or
sales message.
AACSB: Ethical understanding and reasoning
Difficulty: Moderate
Classification: Conceptual
Learning Outcome: Describe strategies for developing persuasive business messages
44
98) What role does conversation marketing play in promotional messages for social media?
AACSB: Ethical understanding and reasoning
Difficulty: Moderate
Classification: Conceptual
Learning Outcome: Describe strategies for developing persuasive business messages
99) Why is it especially important in marketing and sales messages to avoid implying offers or
promises you cannot fulfill?
AACSB: Ethical understanding and reasoning
Difficulty: Moderate
Classification: Conceptual
Learning Outcome: Describe strategies for developing persuasive business messages
100) Briefly explain several guidelines for adapting marketing and sales messages for social
media.
AACSB: Written and oral communication
Difficulty: Difficult
Classification: Synthesis
Learning Outcome: Describe strategies for developing persuasive business messages