47) In a ________, your goal may be nothing more than convincing your audience to re-examine
long-held 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 statement of truths
48) When it comes to persuasive messages, the direct approach
A) is rarely used.
B) is often preferable with a receptive audience.
C) is used only by top management.
D) does not require inclusion of justifications or explanations.
E) opens the door to debate and argument
49) The AIDA approach for persuasive messages should be used with
A) the direct approach only.
B) the indirect approach only.
C) either the direct or the indirect approach.
D) neither the direct nor the indirect approach.
50) The purpose of the interest section of a persuasive message is to
A) capture attention.
B) show that your product is well-suited to your audience.
C) increase the audience’s desire to take the action recommended in the message.
D) get the reader to act immediately.
E) indicate areas of faulty logic by the audience.
51) 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) reason from one specific piece of evident to an all-encompassing conclusion.
E) reason from a generalization to more generalizations and examples.
52) 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) You should invest in our company stock before the prices go up.
E) It is acceptable to lose money in the stock market because stock values always goes back up.
53) 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) avoid precise terms.
54) One way to overcome audience resistance to your message is to
A) use the hard-sell approach.
B) address possible concerns that your audience has.
C) emphasize the potential problems.
D) emphasize the consequences of non-compliance.
E) identify areas where competitors fall short.
55) The process of ________ works from a generalization to a specific conclusion.
A) intuitive reasoning
B) deductive reasoning
C) conventional reasoning
D) inductive reasoning
E) generalized reasoning
56) Persuasive messages often follow a specialized four-phase format called the
A) PDQ plan.
B) AIDA model.
C) ASAP model.
D) DEFF approach.
57) Most persuasive messages take the direct approach.
58) Deductive reasoning moves from specific evidence to a general conclusion.
59) Induction refers to reasoning from a generalization to a specific conclusion.
60) Using simple language in persuasive messages usually increases your credibility with a
skeptical audience.
61) Creating an emotional appeal requires the creation of a claim based on a rational argument
and solid evidence.
62) What are three methods of reasoning you can use when making a logical appeal?
63) List three categories of common persuasive business messages.
64) Describe each of the four phases of the AIDA model for persuasive messages.
65) Explain how to balance emotional appeals and logical appeals to persuade an audience.
66) Discuss the four sections of the AIDA model for persuasive messages.
67) Discuss the role of emotional and logical appeals in persuasive messages.
68) Compare and contrast marketing messages and sales messages.
69) When your AIDA message uses an indirect approach and is delivered by email, what are two
challenges to keep in mind as you write the subject line?
70) Discuss ways to develop a good persuasive claim.
71) If you’re called upon to create marketing or sales messages for mobile commerce, what two
things should you keep in mind?
72) Which of the following is the primary function of a marketing message?
A) Encouraging potential buyers to make immediate purchase decisions
B) Assessing the needs of the audience to gauge interest in a product or service
C) Identifying which combination of logical and emotional appeals is most productive
D) Moving potential buyers through the purchasing process without making an immediate
decision
E) Asking potential buyers to buy a specific product or service
73) Which of the following best describes the key selling points of a product?
A) The practical advantages of purchasing a product
B) The emotional advantages of a product
C) The anticipation of using a product
D) The emotional attachment of the product
E) The product’s most attractive feature
74) Which of the following is the key of a successful call to action when using the AIDA model?
A) Including testimonials from satisfied users
B) Making it as easy and risk-free as possible
C) Identifying industry experts
D) Offering free samples or discounts
E) Including a money-back guarantee
75) Who are considered to be the most enthusiastic fans of your company and its products?
A) Product champions
B) Conversational marketing experts
C) Journalists
D) Communities of customers
E) Bloggers
76) Which of the following is a key strategy to keep in mind when creating messages for mobile
marketing?
A) Include video links whenever possible
B) Use words that have negative connotations to generate interest
C) Recognize that viewers spend more time on mobile ads
D) Keep the messages short and simple
E) Align the audience’s interest with what is best for the company
77) In marketing and sales messages, what is the primary difference between selling points and
benefits?
A) Selling points are positive whereas benefits are not
B) Selling points focus on the user rather than the product
C) Selling points focus on the product rather than the user
D) Selling points focus on price compared to quality
E) Selling points are emphasized only when the product is compared to the competition
78) A ________ helps a potential buyer move through the purchasing process without having to
make an immediate decision; a ________ encourages a potential buyer to make a purchase
decision immediately.
A) marketing message; product push
B) measured response; content quotient
C) persuasive appeal; purchase message
D) marketing message; sales message
E) persuasive appeal; product push
79) When you’re writing promotional messages for social media, use ________ to initiate and
facilitate discussions in your networked community.
A) traditional promotions
B) bait-and-switch tactics
C) conversation marketing
D) opt-in scenarios
E) banner ads and embedded links
80) 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) wants, selling points
81) 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) attractiveness and design features.
82) 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) include a fact sheet with a message that addresses potential objections.
83) 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) a list of benefits.
84) 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) mention the price as often as you can, preferably in each paragraph.
85) The desire phase of a conventional marketing or sales message should
A) cut through “the clutter” to get your audience’s attention.
B) offer just enough information to build interest in the product or service.
C) expand on your explanation of how the product or service will benefit the audience.
D) include a persuasive call to action.
E) offer discounts and premiums if the item is bought right now.