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1. What is the least accurate statement about persuasion in today’s digital age?
a.
To be smart consumers, we need to be alert to persuasive practices and their influences on behavior.
b.
Leaner corporate hierarchies have made persuasive skills even more important in the workplace.
c.
Most of us are excellent persuaders and recognize persuasive tactics directed at us.
d.
Social networks enable individuals or groups to reach virtually limitless audiences and to practice “mass
interpersonal persuasion.”
2. Which of the following defines persuasion?
a.
Persuasion is a symbolic process.
b.
Persuasion involves an attempt to influence.
c.
Persuasion involves transmitting a message.
d.
All of these are part of the definition of persuasion.
d
3. What does the statement Persuasion is free choice mean?
a.
People are free when they are not forced to comply.
b.
People are free when they can refuse the idea suggested to them.
c.
People are free when they are not pressured to act against their own preferences
d.
All of these describe the statement Persuasion is free choice.
d
4. According to Robert B. Cialdini, six psychological triggers prompt us to act and to believe Which of the following is
not one of these triggers?
a.
Reciprocation
b.
Fear
c.
Social proof
d.
Scarcity
b
5. Persuasion in the twenty-first century is different from persuasion in previous historic periods in distinct ways. Which
of the following is not one of the striking developments that have occurred in the past three decades?
a.
The volume and reach of persuasive messages have exploded.
b.
Persuasion is more complex and impersonal.
c.
Persuasive techniques are less subtle and misleading.
d.
Organizations of all kinds are in the persuasion business.
6. Which of the following is not an effective persuasion technique?
a.
Incite fear.
b.
Establish credibility.
c.
Recognize the power of loss.
d.
Make a reasonable, specific request.
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7. Janice was just hired as a sales rep for a large retail company. She knows her new job will require her to be persuasive.
Which of the following is a persuasion technique that Janice should use on her new job?
a.
Make her requests realistic, doable, and attainable.
b.
Show that she is truthful, experienced, and knowledgeable.
c.
Use plausible support such as statistics, reasons, and analogies to support her view.
d.
Janice should do all of these.
8. Andrew, the head of his company’s accounting department, is writing a persuasive message to encourage his staff to cut
operating costs. What should he do to generate cooperation and buy-in?
a.
Not worry about it too much. After all, he’s the boss, so he has the right to demand compliance.
b.
Threaten employees with concrete examples of what will happen if they don’t cooperate.
c.
Remind employees that he is the one in charge.
d.
Be clear about his objective, and ask for and incorporate his employees’ ideas for cutting costs.
9. Constance is writing a proposal for her board of directors to request that her company implement a wellness program.
The first thing she should do is to
a.
decide on the purpose of her proposal.
b.
prepare an outline.
c.
compose a rough draft of the proposal.
d.
gather information to include in the proposal.
10. Showing customers how your product or service solves a problem, achieves a personal or work objective, or makes
life easier is accomplished by
a.
adapting the message to the audience.
b.
organizing your message.
c.
collecting information for your message.
d.
analyzing the purpose of the message.
11. Dwayne wants to adapt his sales message to his target audience. What question is his audience likely to ask while
reading his message?
a.
Why should I?
b.
What’s in it for me?
c.
Who cares?
d.
Dwayne’s target audience will likely ask all of these questions.
12. Coleton has analyzed his purpose and his audience and has considered how he will adapt his message to meet his
audience’s needs. What should he do next according to the 3-x-3 writing process?
a.
Collect data and organize it.
b.
Start writing his final draft.
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c.
Edit what he’s done so far.
d.
Sleep on it.
13. Effective persuaders may choose from different organizational strategies to get the results they want. Which of the
following is the most accurate statement about organizational patterns?
a.
When writing a persuasive message, always use the indirect organizational strategy.
b.
If you are asking for something that you know will be approved, use the indirect organizational strategy.
c.
When you expect resistance or when you need to educate the receiver, use the indirect organizational pattern.
d.
The organizational strategy used is unimportant in persuasive messages.
14. Which of the following sequences works best for most persuasive messages?
a.
Motivate action, gain attention, build interest, request order
b.
Gain attention, build interest, elicit desire and reduce resistance, motivate action
c.
Build interest, gain attention, motivate action, elicit desire and reduce resistance
d.
Gain attention, build interest, motivate action, request order
15. Which of the following is the most accurate statement about the AIDA strategy?
a.
The AIDA strategy consists of four separate steps that must be carried out separately.
b.
The steps in the AIDA strategy must always be carried out in order.
c.
Counterarguments should never be presented in a persuasive message because doing so will remind the reader
of other options.
d.
Use facts, figures, expert opinions, examples, specific details, and direct and indirect benefits to build interest.
16. Nicole wants to ask her boss if she can telecommute two days a week, but she’s afraid her boss will oppose her
request. What should she do first in her written request?
a.
Reduce resistance
b.
Gain attention
c.
Motivate action
d.
Build interest
17. The statement Did you know you can get home delivery of your local newspaper for 40 percent less than the
newsstand price?
a.
builds interest with an expert opinion.
b.
motivates action.
c.
gains attention by asking a question that focuses on reader benefits.
d.
presents an indirect benefit.
18. Leila is writing a persuasive message to her staff and includes the opening sentence Your hard work and dedication
are what make this company a success. She is gaining her reader’s attention by using what type of opening statement?
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a.
A description of the problem
b.
A compliment
c.
A reader benefit
d.
A stimulating question
19. Orhan is writing a persuasive message to potential customers and opens with this sentence You can reduce your
monthly energy bill by 30 percent or more. He is gaining his reader’s attention by using what type of opening statement?
a.
A description of the problem
b.
A compliment
c.
A reader benefit
d.
A stimulating question
20. Which of the following statements about building interest in persuasive messages is most accurate?
a.
After capturing attention, a persuasive request must retain that attention and convince the audience that the
request is reasonable.
b.
In a persuasive message, the section that builds interest should be no longer than one paragraph.
c.
Persuasive requests are likely to be shorter than direct requests.
d.
All statements are accurate.
21. In a letter advertising its recycling services, The Greenfield Recycling Company stresses that customers will feel the
satisfaction of knowing that they have helped to preserve the environment. This persuasive technique relies on
a.
direct benefits to the reader.
b.
expert opinion.
c.
facts and statistics.
d.
indirect benefits to the reader.
22. On a website advertising its LSAT preparation classes, The Princeton Review includes this sentence: Since 1998, more
than 99% of our surveyed students have said they would recommend Law Preview to entering law students. This
persuasive technique relies on
a.
indirect benefits to the reader.
b.
expert opinion.
c.
facts and statistics.
d.
problem description.
23. The best persuasive requests
a.
offer a product more cheaply than all other competitors.
b.
anticipate audience resistance.
c.
focus solely on direct benefits.
d.
are spoken rather than written.
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24. The statement A Kodak all-in-one printer may cost a little more, but you’ll pay far less for replacement ink than you
will with other printers
a.
builds interest in a product.
b.
gains attention by describing a problem.
c.
reduces resistance.
d.
motivates action.
25. Which of the following is an effective way for persuasive writers and speakers to establish credibility with an
audience?
a.
Establish their expertise.
b.
Offer counterarguments.
c.
Request a response from the receiver.
d.
Suggest new ideas, directives, or recommendations for change that will be of interest to the audience.
26. Which of the following sentences best motivates action in a persuasive message?
a.
We know that you’ll want your employees to complete our ethics training program, so we’ll drop by tomorrow
to finalize the contract.
b.
If you think that our ethics training program might benefit your employees, we hope you’ll consider hiring us.
c.
The ethics training we provide will help your employees effectively resolve workplace-related ethical
dilemmas. Please call me by August 1 so that your training sessions can begin by August 15.
d.
All choices would effectively motivate action.
27. To start your home water delivery service immediately, call us at 1-800-555-1111 is an example of
a.
reducing resistance.
b.
motivating action.
c.
gaining attention.
d.
building interest.
28. Which of the following actions is unethical?
a.
Exaggerating a point
b.
Omitting something crucial
c.
Providing deceptive emphasis
d.
All these actions are unethical.
29. In which of the following situations is the writer being unethical?
a.
Phillip convinces his employees that they will need to take a 3 percent pay cut but truthfully promises them
that it will only be temporary.
b.
Taylor writes an e-mail message focusing on a small perk offered in the new health coverage, but she
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deliberately de-emphasizes a reduction in total coverage.
c.
Shane interviews four people but cites only the three who have the necessary qualifications in her
recommendation report.
d.
Instead of writing a standard e-mail message, a CEO releases a video that explains major changes in the
company.
30. A strong motivator that encourages ethical behavior in business is the desire to
a.
convince someone to change a belief or to perform an action.
b.
make more money.
c.
maintain one’s reputation and credibility.
d.
prompt expensive litigation.
31. Which of the following situations requires use of the AIDA (indirect) strategy?
a.
An invitation to a local politician to speak at your professional organization’s awards banquet
b.
An e-mail message asking for information about membership in a professional organization
c.
A letter requesting a copy of your credit report
d.
All of these choices should use an indirect strategy.
32. Many individuals and companies are willing to grant requests for time, money, information, cooperation, and special
privileges for which of the following reasons?
a.
They see goodwill potential for themselves
b.
They feel obligated to “give back.”
c.
They see how others will benefit.
d.
Many individuals and companies are willing to grant requests for time, money, information, cooperation, and
special privileges for all these reasons.
d
33. In persuading a busy executive to visit a college class, which of the following illustrates a direct benefit to the reader?
a.
You will be helping students learn about the finance field.
b.
You will receive a $500 honorarium.
c.
We would appreciate your giving up your time, and we are grateful for your efforts.
d.
You would earn the respect of all your colleagues.
34. In persuading the owner of your company to allow you to telecommute, which of the following illustrates an indirect
benefit to the reader?
a.
The time I save commuting would be spent working on company business.
b.
Because I’ll be working in my quiet home environment, my productivity will increase.
c.
Because I will not require an on-site office or company equipment, the company will experience a reduction in
expenses.
d.
My working from home will help to protect the environment.
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35. Kyoung has an espresso maker that stopped working properly within the warranty period. He plans to write a claim
letter to the company. Because he feels his request to have his espresso maker repaired at no cost is justified and will be
granted, he should use
a.
the indirect strategy.
b.
the direct strategy.
c.
a passionate appeal.
d.
both direct and indirect appeals.
36. When you are writing to complain about something and you’re worried that your reader might be reluctant to grant
your claim, you should use
a.
the indirect strategy.
b.
the direct strategy.
c.
both direct and indirect appeals.
d.
passionate appeals.
37. Which of the following situations would require a persuasive claim or complaint letter?
a.
Melanie noticed that the charger cord for her Samsung Galaxy smartphone that she purchased last month is
starting to split.
b.
Gus ordered business cards that were printed on the wrong color of cardstock.
c.
Chelsea’s transmission failed two months after her car warranty expired.
d.
Mike’s December credit card statement contains a $65 charge that he didn’t make.
38. Which of the following would be the best way to begin a persuasive claim or complaint letter?
a.
Open with an objective statement of the problem.
b.
Open with a detailed chronology of what happened.
c.
Open with a statement that clearly shows your frustration with the situation.
d.
All of these choices would be effective ways to begin a persuasive claim letter.
39. When writing a claim letter to a company, you’re more likely to be successful if you
a.
appeal to the company’s sense of responsibility and pride in its good name.
b.
threaten to picket the company with signs describing your complaint.
c.
mention the discussion you had with your attorney regarding this claim.
d.
provide a long, fact-filled account of all your dealings with the company concerning this claim.
40. Which of the following statements would be the best closing for a persuasive claim or complaint letter?
a.
If my claim is not granted, I will leave negative reviews on every social media site that I can find.
b.
Please credit my account for $256 by August 31, which is when my next billing cycle begins.
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c.
My attorney is eagerly waiting to see whether my claim is granted.
d.
Please get back to me at your earliest convenience.
b
41. Which of the following statements about complaint messages is least accurate?
a.
If the goal of your complaint letter is to change something, then persuasion is necessary.
b.
An effective complaint message makes a reasonable and valid request and presents a logical case with clear
facts.
c.
Anger and emotion are effective persuaders in complaint messages.
d.
Some complaint messages just vent anger.
42. Which is the least accurate statement about today’s digital-age corporations?
a.
The lines of authority are blurry in today’s information-age workplaces, and the roles of executives are
changing.
b.
Rank-and-file employees don’t need their managers to be information providers.
c.
You may still want to be indirect if you hope to persuade your boss to do something he or she will be reluctant
to do.
d.
Today’s executives will likely rely on the power of position when issuing commands to subordinates.
d
43. Which of the following will most likely require persuasion within an organization?
a.
A supervisor tells her staff that they must work overtime to complete a project by the deadline.
b.
A team leader tells other team members how to upload information to the company website.
c.
An employee proposes a tuition reimbursement program to the company’s board of directors.
d.
The CEO invites all employees to a holiday party.
44. Messages flowing downward such as information about procedures, equipment, or customer service generally use
a.
the indirect strategy.
b.
the direct strategy.
c.
monetary bribes
d.
skillful appeals to indirect benefits.
b
45. Which of the following messages moving downward from superiors to subordinates will most likely require
persuasion?
a.
Telling employees that they must follow a new procedure for submitting expense claims
b.
Telling employees to change their passwords every six weeks
c.
Telling employees that they must learn how to operate the new copy machine
d.
Requesting that employees participate in a charity 5K run that takes place outside of work hours
d
46. Which of the following would be an effective persuasive technique for a manager attempting to persuade her
employees to take part in a wellness program?
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a.
Threats
b.
A dictatorial tone
c.
Warm words and a conversational tone
d.
All of these can be effective persuasive techniques.
47. Suggestions made by subordinates to managers usually require
a.
little or no persuasion.
b.
bribery.
c.
skillful persuasive communication.
d.
little or no evidence, facts, or figures.
48. Heather wants to convince her supervisor to invest in new smartphones for the sales staff. What is the best thing
Heather can do in her proposal?
a.
Tell her supervisor that the cost of the new smartphones is a good deal.
b.
Tell her supervisor how happy she and the others on the sales staff would be with new smartphones.
c.
Show how the smartphones will improve the ability of sales staff to stay in touch with clients, resulting in
greater productivity and higher sales.
d.
Outline some of the features of the new smartphones.
49. Which of the following sentences conveys the best tone for a persuasive request within an organization?
a.
You should start following the new procedure immediately.
b.
You must approve my travel expenses by Friday.
c.
Please see your supervisor to have all supply purchases preapproved.
d.
Management demands that all new employees attend an orientation session.
50. Adam is writing a proposal to the board of directors about an idea he has for a new product line. What should he do to
best persuade the members to adopt his idea?
a.
Avoid using facts and figures as it may bore or confuse his readers.
b.
Show how his proposal will increase company revenues.
c.
Avoid mentioning any risks involved because doing so might scare the audience.
d.
Adam should do all of these.
51. Which message would be most effective when organized indirectly?
a.
An e-mail message informing employees about a change in summer work hours
b.
An announcement about management training seminars being offered to employees
c.
An e-mail message asking employees to donate to a local charity through payroll deductions
d.
An e-mail message telling employees that carpools are being organized
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52. Which of the following statements about direct mail marketing is most accurate?
a.
With the increasing popularity of e-marketing, direct mail marketing has become obsolete.
b.
Sales letters are generally written by specialists.
c.
In terms of response rates, e-mail marketing is more effective than direct-mail letters.
d.
Virtual mail appears to have a greater emotional impact than tangible mail.
53. The most effective sales messages follow this pattern:
a.
gain attention, build interest, elicit desire and reduce resistance, motivate action.
b.
gain attention, motivate action, elicit desire and reduce resistance, build action.
c.
gain attention, elicit desire and reduce resistance, build interest, motivate action.
d.
build interest, gain attention, elicit desire and reduce resistance, motivate action.
54. Alisha is writing a sales message to advertise the services provided by the day spa she manages. In the letter she
mentions rest, relaxation, and spoiling oneself for the day. Alisha is using what type of appeal?
a.
Rational appeal
b.
Emotional appeal
c.
Dual appeal
d.
Logical appeal
55. When price is an obstacle, the most effective sales messages reduce resistance by
a.
mentioning the price right away to show that you have nothing to hide.
b.
showing the price in small units.
c.
not mentioning the price at all.
d.
sending your readers to your competitors’ websites to compare prices.
56. Byron has ended a sales message with the sentence Book your vacation by May 15 to receive a seventh night free.
What technique is he using to motivate action?
a.
Guaranteeing satisfaction
b.
Limiting the offer
c.
Setting a deadline
d.
Promising an incentive
57. When promoting products and writing sales letters, which of the following is legal?
a.
Including a “puffery” statement such as We offer the best service in the industry!
b.
Using a celebrity’s name or likeness in a sales message without his or her permission
c.
Telling people they are sweepstakes winners or finalists when they really aren’t
d.
All of these choices are legal.
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58. The manager of a bookstore plans to use e-mail to send an online sales message announcing a special sale. What is the
best advice to make this e-marketing campaign successful?
a.
Leave the subject line blank so that readers will be curious enough to open the message.
b.
Build interest by placing the most important information near the end of the message.
c.
Send the e-mail sales message only to those who have given permission.
d.
Include at least eight to ten central selling points to overcome any resistance.
59. The best press releases
a.
concentrate only on advertising a company’s products.
b.
emphasize the most important information by placing it near the end.
c.
use the journalistic approach by answering the five Ws and one H in the first sentence.
d.
focus on information that appeals to a target audience.
d
60. The most important information in a press release should be
a.
saved for the last paragraph for dramatic effect.
b.
focused totally on selling the writer’s company and its products.
c.
presented early.
d.
highlighted briefly in the middle paragraphs.
61. In the digital age, persuasive skills are becoming less important at work.
a.
True
b.
False
False
62. Persuasive techniques in the digital age are more subtle and misleading.
a.
True
b.
False
True
63. The first step in planning a persuasive message is determining the purpose since it establishes the strategy of the
message.
a.
True
b.
False
True
64. A successful and practical persuasive message shows receivers how your request will help them solve a problem,
achieve a personal or work objective, or make life easier.
a.
True
b.
False
True
65. If you expect resistance or need to educate the reader, use the direct approach for your persuasive message.
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a.
True
b.
False
False
66. When using the indirect (AIDA) strategy to write a persuasive message, begin the message by overcoming any
resistance your reader might have.
a.
True
b.
False
False
67. Last month our technical support personnel handled an additional 200 calls; that higher call volume increased our
customer wait time per call by 15 percent is an example of an effective opener for a persuasive message recommending a
solution to this problem.
a.
True
b.
False
True
68. In a sales letter promoting its new hybrid vehicle, a car company included this sentence: Our new hybrid model will
save you hundreds of dollars annually on gasoline expenses. The company is focusing on indirect benefits of purchasing
this vehicle.
a.
True
b.
False
False
69. The best persuasive requests anticipate audience resistance.
a.
True
b.
False
True
70. To best overcome resistance, bring up every possible objection your reader might have.
a.
True
b.
False
False
71. To get a complimentary breakfast buffet each morning of your stay, please complete your booking by April 30
effectively motivates action in the closing of a sales letter.
a.
True
b.
False
True
72. A manager who persuades employees to accept pay cuts because of low profits but fails to reveal executive bonuses is
demonstrating ethical behavior.
a.
True
b.
False
False
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73. Persuading someone to change a belief or to perform an action is less effective when done in writing than when done
face-to-face.
a.
True
b.
False
False
74. The direct pattern is best when a past claim has been refused or ignored or if you anticipate reluctance to your claim.
a.
True
b.
False
False
75. To be persuasive in a claim letter, you should suggest that the receiver intentionally deceived you or intentionally
created the problem.
a.
True
b.
False
False
76. Amanda is writing a claim letter about unsatisfactory service she received at a recent business dinner. She should
enclose a copy of her restaurant receipt.
a.
True
b.
False
True
77. Paul wants to convince the members of his staff to begin exercising more. He should use an indirect organizational
pattern.
a.
True
b.
False
True
78. Managers trying to persuade employees should use words such as should and must to make their messages more
powerful.
a.
True
b.
False
False
79. Smart companies should focus exclusively on e-marketing since direct-mail marketing is obsolete.
a.
True
b.
False
False
80. The first step when writing a sales letter is to analyze the product and the purpose for writing.
a.
True
b.
False
True
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81. Would you like to reduce your daily commute time? is an effective statement for the opening paragraph of a sales
message.
a.
True
b.
False
True
82. An example of an emotional appeal is You can reduce your gasoline expenses by installing our fuel-efficient tires on
your vehicle.
a.
True
b.
False
False
83. Rational appeals are generally appropriate when a product is inexpensive, short-lived, or nonessential.
a.
True
b.
False
False
84. An effective way of dealing with price is to delay mentioning it until after you’ve created a desire for the product or
service.
a.
True
b.
False
True
85. An effective location for your strongest motivator is in the postscript to a sales message.
a.
True
b.
False
True
86. E-mail marketing is less expensive than direct-mail marketing.
a.
True
b.
False
True
87. Never provide e-mail recipients a means for opting out of receiving your e-mail sales messages because you’ll lose
potential customers.
a.
True
b.
False
False
88. Social media are well suited for overt selling.
a.
True
b.
False
False
89. An effective press release focuses on benefits to the audience of the target media and is written in the style of the
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targeted publication or newscast.
a.
True
b.
False
True
90. An effective opener for a press release might be WB Lending Corporation supports the community by sponsoring
Dunwoody Elementary School’s Read–to-Learn Program.
a.
True
b.
False
True
91. ____________________ is defined as a symbolic process in which communicators try to convince other people to
change their attitudes or behaviors regarding an issue through the transmission of a message in an atmosphere of free
choice.
Persuasion
92. To establish ____________________, show your reader that you are truthful, experienced, and knowledgeable.
credibility
93. The goal of a persuasive message is to convert the receiver to your ideas and motivate __________.
action
94. When you expect your reader to be resistant to your request, it’s best to use the ____________________
organizational pattern.
indirect
95. If you are asking for something that you know will be approved, use the ____________________ organizational
pattern.
direct
96. According to the AIDA strategy, the opening paragraph of a persuasive request should gain the
____________________ of the reader.
attention
97. Use facts, figures, expert opinions, and examples in a persuasive message to build __________ in your product or
idea..
98. The best persuasive requests anticipate and attempt to counter audience ____________.
resistance
99. A factor that reduces resistance and elicits desire is _____________. Receivers are less resistant if your request is
reasonable and if you are believable.
credibility
100. When using the AIDA strategy, the closing paragraph of both persuasive requests and sales messages should
motivate ____________________.
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101. Persuasive messages become ____________________ when facts are distorted, overlooked, or manipulated with an
intent to deceive.
102. When applied to language that manipulates, distortion and twisting of the meaning of a message is called
___________.
103. If a previous claim letter has been refused or ignored, then a more persuasive approach using the
____________________ organizational pattern might be appropriate.
104. When employees are asked to perform in a capacity outside their work roles or to accept changes that are not in their
best interests, the ____________________ pattern is most effective.
105. Because managers are just as resistant to change as others are, subordinates should use the ____________________
organizational pattern when convincing management to adopt a procedure or to invest in a product or new equipment.
106. _______________ messages use persuasion to promote specific products and services.
107. The main theme of your appeal in a sales letter is your ___________ selling point.
108. ____________________ appeals used to build interest in a sales message relate to status, ego, and sensual feelings.
109. ____________________ appeals related to reason and intellect are often translated into making money and
increasing efficiency.
110. _____________ (news) releases announce important information to the media, whether traditional or digital. Such
public announcements can feature new products, new managers, new facilities, sponsorships, participation in community
projects, awards given or received, joint ventures, donations, or seminars and demonstrations.
111. Successful businesspeople create persuasive memos, letters, e-mail messages, reports, and presentations that get the
results they want. Your textbook presents six persuasive techniques that can help you be effective in getting your ideas
accepted by your fellow workers, superiors, and clients. List and explain four of these techniques.
112. Your textbook outlines several techniques to gain your reader’s attention in the opening of a persuasive message. List
two of these techniques and write an original example of each.
past three months.“
Related Fact: “Networking is one of the most effective ways to find a job.”
113. You would like to invite a local forensic accountant to speak about this exciting field at the next monthly meeting of
your student business organization. Write a persuasive request letter to the accountant. Write the body of the letter,
omitting the letter addresses, salutation, complimentary close, and enclosure line.
professional in the field.
114. You had a very negative experience at a restaurant where you were entertaining a potential client last week. You
audience benefits.
Name:
Class:
Date:
want to ask for your money back, but you expect reader resistance. Write a persuasive letter using the strategy you think
will work best. Provide your own details as necessary. Write the body of the letter, omitting the letter addresses,
salutation, complimentary close, and enclosure line.
115. Describe the difference between rational appeals and emotional appeals and explain when you would use each. Then
write an example of each type of appeal.