45) One of the best ways to gain credibility for your message is to support it with objective
evidence.
46) When it comes to persuasive messages, an up-front hard-sell approach is usually the most
successful.
47) The term AIDA refers to computer software used to compose persuasive products.
48) In the attention phase of a persuasive message, your goal is to make the audience want to
hear about your idea.
49) The interest section of a persuasive message emphasizes the relevance of your product or
idea to your audience.
50) The AIDA model can be used with both the direct and indirect approaches for persuasive
messages.
51) The primary purpose of the desire section of a persuasive message is to get the audience to
keep reading (or listening) to your message.
52) The AIDA model for persuasive messages works only with audiences who are receptive to
your message.
53) Most persuasive messages combine logical and emotional appeals.
54) When writing persuasive messages, one should be careful not to mix emotional and logical
appeals.
55) Deductive reasoning moves from specific evidence to a general conclusion.
56) Induction refers to reasoning from a generalization to a specific conclusion.
57) An example of faulty logic is to assume that one event caused another just because the two
seem to coincide in time or place.
58) In developing persuasive messages, you should avoid the use of metaphors, as they will only
confuse the reader.
59) If you are trying to persuade a hostile audience to take action, you should meet their hostility
with your own belligerence to show that you are as tough as they are.
60) If you anticipate objections to your persuasive message, it is best not to bring them up.
61) Most persuasive business messages involve requests for action.
62) A persuasive message should always do more than simply convince audiences to change
their attitudes or beliefs about a particular topic.
63) Most persuasive claims and requests for adjustment use the direct approach.
64) When addressing a persuasive claim or request for adjustment, you should appeal to your
audience’s sense of fair play, goodwill, or moral responsibility.
65) In a message promoting a new laptop, a selling point would be the computer’s lightning fast
performance whereas a benefit would be “never having to worry about having enough space for
your photos, music, movies, and documents.”
66) Successful marketing and sales messages match the product’s selling points to the audience’s
primary needs or emotional concerns.
67) A good way to gain attention for a persuasive campaign for an electric car would be a series
of graphs and technical data that show how efficient the car is.
68) In the action section of a marketing or sales message, you try to persuade the reader to act
immediately.
69) Because promotional messages are not legally binding contracts in most states, it is usually
acceptable to imply offers or promises you cannot deliver.
70) You usually do not need permission to use a person’s name or photograph in a marketing or
sales message.
71) ________ is the process of changing an audience’s attitudes, beliefs, or actions.
72) ________ information includes age, gender, occupation, income, and education.
73) ________ include information about an individual’s personality, attitudes, lifestyle, and other
psychological characteristics.
74) It is particularly important to establish ________ with a skeptical or hostile audience to
convince them that you know what you’re talking about and that you’re not trying to mislead
them.
75) Persuasive messages often follow a specialized four-phase format called the ________
model.
76) A(n) ________ appeal is based on the audience’s feelings or sympathies rather than its
rational assessment of the facts.
77) ________ is reasoning that works from a generalization to a specific conclusion.
78) ________ reasoning is a logical fallacy in which you try to support your claim by using the
premise of your statement.
79) A marketing or sales message begins with an effort to gain the audience’s ________.
80) ________ messages take a customer through the purchasing process without requiring a
purchase.
81) ________ ________ are the most attractive features of an idea or product.
82) ________ are the particular advantages that readers will realize from the features of a
product or idea.
83) The fact that the new hybrid car gets 56 miles per gallon in highway driving is a(n)
________ point for the car.
84) Social ________ refers to any aspect of buying and selling products and services or
supporting customers through the use of social media.
85) In marketing, ________ are enthusiastic fans of your company and its products.
86) In preparing to write persuasive messages, what two types of information are vital to assess
the needs of your audience?
87) When is it a good idea to use the direct approach for persuasive messages?
88) What does AIDA stand for?
89) When your AIDA message uses an indirect approach and is delivered by email, what are two
goals to keep in mind as you write the subject line?
90) Rewrite the following email subject line to make it more interesting without revealing the
main idea: “The case for switching to new medical insurance provider.”
91) What are three methods of reasoning you can use when making a logical appeal?
92) List three categories of common persuasive business messages.
93) Briefly explain the difference between selling points and benefits, and then give an example
of each.
94) Briefly explain the difference between conversation marketing and social commerce.
95) Why is it especially important in marketing and sales messages to avoid implying offers or
promises you cannot fulfill?
96) Describe at least five strategies for establishing credibility when preparing persuasive
messages.
97) Describe each of the four phases of the AIDA model for persuasive messages.
98) Explain how to balance emotional appeals and logical appeals to persuade an audience.
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99) Describe several ways you can de-emphasize price in sales messages.
100) Briefly explain several guidelines for adapting marketing and sales messages for social
media.