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Chapter 08: Delivering Persuasive Messages
Multiple Choice
1. Which of the following can make persuasion effective?
a.
Avoiding comparisons with other alternatives
b.
Writing generalized messages
c.
Knowing your audience
d.
Using the deductive approach
2. For persuasion to be effective, you must:
a.
accept your audience's point of view.
b.
coerce someone into taking action favorable to him or her.
c.
have a rational and logical response to your audience's arguments.
d.
use abstract nouns and passive verbs in your message.
3. Identify a true statement about persuasion.
a.
It does not need to be a hard sell.
b.
It is an attempt to trap someone into taking action favorable to the communicator.
c.
It involves the communicator taking the spotlight.
d.
It does not involve elaborate preparations such as conducting tests and experiments on products.
4. While writing a persuasive message, you need information about your:
a.
legal rights.
b.
company's shareholders.
c.
product, service, or idea.
d.
initial public offering.
5. While writing a persuasive message, you can obtain information about your product, service, or idea by:
a.
conducting tests and experiments.
b.
formulating marketing strategies.
c.
assessing audience characteristics.
d.
engaging in inventory management.
6. Which of the following questions should you ask before writing a persuasive message to know your product,
service, or idea?
a.
Who are the people to whom the persuasive message is directed?
b.
What do you want the reader to do?
c.
How might cultural differences affect your message?
d.
What is the cost to the receiver?
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Chapter 08: Delivering Persuasive Messages
7. Which of the following questions should you ask before writing a persuasive message to know your
audience?
a.
What will your product, service, or idea do for the reader?
b.
What do you want the audience to do?
c.
How might cultural differences affect your message?
d.
How is your product or service different from its competition?
8. Josef often camps with his friends. He responds to an advertisement for a tent that can be set up with ease, is
spacious, is resistant to harsh climatic conditions, and can be mended easily if damaged. According to Maslow's
hierarchy of needs, the advertised benefits of the product appeal to Josef's _____, security, and safety needs.
a.
physiological
b.
social
c.
ego
d.
self-actualization
9. As indicated by Maslow's hierarchy of needs, some people respond favorably to advertisements that target
their need to be entertained, remembered, appreciated, or respected. The needs that are being targeted are social,
ego, and _____ needs.
a.
physiological
b.
security
c.
self-actualizing
d.
safety
10. Which of the following questions should you ask before writing a persuasive message to identify the desired
action?
a.
What will your product, service, or idea do for the reader?
b.
What do you want the reader to do?
c.
How might cultural differences affect your message?
d.
What is the cost to the receiver?
11. In the context of the persuasive process, which of the following best describes AIDA?
a.
Gaining attention, instigating action, creating desire, and encouraging acceptance
b.
Gaining acceptance, inviting questions, instigating action, and attracting attention
c.
Gaining attention, generating interest, creating desire, and motivating action
d.
Gaining acceptance, instigating action, discussing benefits, and attracting attention
12. Which of the following is the main idea of a persuasive message written using the AIDA approach?
a.
The request for action
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Chapter 08: Delivering Persuasive Messages
b.
The product's features
c.
The factual evidence
d.
The product's cost
13. Which of the following principles is helpful in preparing persuasive messages?
a.
Keep paragraphs long and detailed.
b.
Use passive verbs.
c.
Use general language.
d.
Stress a central selling point.
14. Marcus is writing a persuasive message asking his employees to complete an online survey. Which of the
following guidelines should he follow when writing his message?
a.
He should keep the paragraphs long and detailed.
b.
He should use concrete nouns and active verbs.
c.
He should focus on aspects that benefit the company.
d.
He should use a deductive outline.
15. Unlike solicited sales messages, unsolicited sales messages:
a.
are requested by potential buyers.
b.
require attention-getters.
c.
include multiple selling features.
d.
follow a deductive outline.
16. A(n) _____ is needed in a sales message when the audience is not known to have expressed an interest in a product,
idea, or service previously.
a.
resale
b.
counterproposal
c.
buffer
d.
attention-getter
17. One of the objectives of _____ in an unsolicited sales message is to introduce a relationship between the
audience and the product, service, or idea.
a.
the salutation
b.
the attention-getter
c.
a counterproposal
d.
an enclosure
18. _____ can be included in unsolicited sales messages for gaining attention.
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Chapter 08: Delivering Persuasive Messages
a.
Clichés
b.
Personal experiences
c.
Technical jargons
d.
Counterproposals
19. To get a reader's attention and interest using a sales message, you must:
a.
place the central selling feature of a product in the middle paragraph of the message.
b.
choose an anecdote that is likely to be familiar to the reader.
c.
organize the message using the deductive outline.
d.
use a unique combination of words to describe how a product can solve the reader's problem.
20. In a persuasive message, an effective introduction of a product, service, or idea:
a.
is cohesive and action centered.
b.
uses abstract nouns and passive verbs.
c.
is written using a deductive outline.
d.
describes an anecdote that is likely familiar to the audience.
21. A way to increase your chances of convincing your audience is to include _____ in your statements.
a.
jargon
b.
research evidence
c.
a trite expression
d.
a cliché
22. _____ makes a sales message sound authentic.
a.
A cliché
b.
A general remark
c.
Jargon
d.
Concrete language
23. Which of the following can help make a sales message objective?
a.
Writing inductively
b.
Avoiding specific language
c.
Including superlatives
d.
Avoiding exaggerations
24. _____ convey the message that a seller has a definite plan for ensuring that buyers get value for money spent.
a.
Agendas
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Chapter 08: Delivering Persuasive Messages
b.
Counterproposals
c.
Guarantees
d.
Copyrights
25. Bioplus Inc. has introduced a new anti-aging cream in the market with a price that is higher than those of similar
products from its competitors. At which position should Bioplus Inc. include the price in its sales message?
a.
At the beginning of the message as an attention-getter
b.
Late in the message after discussing the product's benefits
c.
In the closing sentence of the message as the reason for taking action
d.
Throughout the message as a central selling point
26. Which of the following techniques can help in subordinating the price of a product in a sales message?
a.
Introducing the price early in the message
b.
Introducing the price before creating a desire for the product
c.
Mentioning the price in a simple sentence
d.
Stating the price in terms of small units
27. To overcome people's natural resistance to price, _____.
a.
do not state price in terms of small units
b.
invite comparison of like products, services, or ideas with similar features
c.
do not illustrate the price using figures
d.
introduce the price early in the message, and mention it only in a simple sentence
28. Identify a true statement about the last paragraph of a sales message.
a.
It should be relatively short for proper clarity and emphasis.
b.
It should include testimonials, guarantees, and enclosures.
c.
It should include a detailed description of the product to be sold.
d.
It should not restate the central selling point.
29. In a sales message, _____.
a.
a well-known anecdote should be included to gain the reader's attention
b.
cliched statements should be included to make the message sound authentic
c.
general remarks about a product's durability and appearance should be included to create desire
d.
the desired action should be defined in specific terms that are easy to complete
30. Which of the following is true of the last paragraph of a sales message?
a.
It should include testimonials, guarantees, and enclosures.
b.
It should be written using a deductive outline.
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Chapter 08: Delivering Persuasive Messages
c.
It should restate the central selling point.
d.
It should be relatively long and detailed.
31. The _____ of a sales message should be introduced early in the message, interwoven throughout the
evidence section, and included in the last paragraph as an emphatic, final reminder of the reason for taking
action.
a.
attention-getter
b.
central selling point
c.
problem statement
d.
counterproposal
32. A sales message to promote pop-up blocker software has protection of children from pornography as its
central selling point. The central selling point should be:
a.
emphasized using abstract nouns and passive verbs.
b.
written using the deductive approach.
c.
reinforced throughout the message.
d.
implied when the product is described.
33. A commonly used appeal in a sales message for getting quick action is to encourage customers to buy:
a.
while prices are not in effect.
b.
when the company will receive benefits.
c.
when a rebate is being offered.
d.
on business days.
34. Which of the following is an effective statement for requesting action using a sales message?
a.
"Make your purchase before December 15, and receive your rebate."
b.
"If you make a decision, you might be eligible for a discount."
c.
"Let us hear from you about your purchase decision."
d.
"We hope you will fill out your preferences for us to customize the product."
35. An effective sales message:
a.
is written using a deductive outline.
b.
asks confidently for action.
c.
includes well-known anecdotes and jargon.
d.
uses general language.
36. Which of the following is true of persuasive requests?
a.
They are granted quickly and willingly.
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Chapter 08: Delivering Persuasive Messages
b.
They invite action only after attempting to create a desire to take action.
c.
They begin by asking for an adjustment.
d.
They exclude arguments as they do not anticipate any resistance.
37. Claim messages are often routine because the basis for the claim is a _____.
a.
buffer
b.
memo
c.
testimonial
d.
guarantee
38. Unlike routine claims, persuasive claims:
a.
use a deductive sequence.
b.
are granted quickly and willingly.
c.
do not begin by asking for an adjustment.
d.
do not require logical arguments.
True / False
39. Persuasion is an attempt to trap someone into taking action favorable to the communicator.
a.
True
b.
False
40. Ken is preparing a persuasive message for business owners in his community. Before he writes his message,
he should try to understand the characteristics these owners have in common, such as their goals and their
educational status.
a.
True
b.
False
41. In a persuasive message, abstract nouns and passive verbs help readers see a product, service, or idea and its
benefits more vividly than do concrete nouns and active verbs.
a.
True
b.
False
42. Jensen, a manager at a computer service center, has prepared a sales letter directed at small business firms.
In the letter, he has emphasized the central selling point—immediate, personal service—in each paragraph. To
make the message effective, he should edit his message to include the idea of the central selling point in only
one paragraph of the message.
a.
True
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Chapter 08: Delivering Persuasive Messages
b.
False
43. A solicited sales message is a letter, memo, or email message written to someone who has not requested it.
a.
True
b.
False
44. A message that is sent in response to a sales information request requires an attention-getting sentence.
a.
True
b.
False
45. Will has written a letter to the sales manager of a computer manufacturing company inquiring about the
features of the company's new netbook. In response to the query, the manager's letter should begin with an
attention-getting sentence to invoke Will's interest in owning a netbook.
a.
True
b.
False
46. Using a personal experience as an attention-getting tool in an unsolicited sales message is ineffective in gaining the
attention of the readers.
a.
True
b.
False
47. If a product is not superior to its competition in some respects, factors such as favorable price, fast delivery,
or superior service can be used as the primary appeal in a sales message.
a.
True
b.
False
48. One of the most effective ways to emphasize a central selling point in a sales message is by its position in the
message.
a.
True
b.
False
49. An outstanding feature of a product mentioned in the first sentence of a sales message might go unnoticed, but it will
stand out if mentioned in the middle of the message.
a.
True
b.
False
50. In a sales message, to get a reader's attention and interest, you must use an original approach.
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Chapter 08: Delivering Persuasive Messages
a.
True
b.
False
51. When using an original approach in a sales message, choose an anecdote likely familiar to your audience.
a.
True
b.
False
52. If you put readers to work using your product, service, or idea to solve problems, they will be the subject of
most of the sentences of your sales message.
a.
True
b.
False
53. By stressing one main point in a sales message, you limit the message to that point.
a.
True
b.
False
54. Using general preposterous statements in a sales message makes the message sound authentic.
a.
True
b.
False
55. An enclosure or link in a sales message is best referred to in a sentence that is a cliché.
a.
True
b.
False
56. Eduardo concludes his sales message for video game subscriptions by instructing receivers, "Let us hear
from you if you are interested in subscribing to our service.” This is an effective request for action.
a.
True
b.
False
57. An effective sales message promoting a service uses complete sentences rather than a series of phrases to
gain attention.
a.
True
b.
False
58. A customized email message that is sent to customers who may be interested in a product is an effective
sales message promoting the product.
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Chapter 08: Delivering Persuasive Messages
a.
True
b.
False
59. Companies should not welcome claims as the majority of claims are from unethical individuals.
a.
True
b.
False
60. Like sales messages, persuasive claims should use a deductive sequence.
a.
True
b.
False
61. Unlike routine claim messages, persuasive claims begin by asking for an adjustment.
a.
True
b.
False
62. When a deductive approach is used in a persuasive situation, chances of getting cooperation are maximum.
a.
True
b.
False
63. If the first sentence of a persuasive request gets a negative reaction, a decision to refuse might be made
instantly.
a.
True
b.
False
64. If the preceding paragraphs of a persuasive request adequately emphasize a reader's reward for complying,
the final paragraph need not shout loudly for action.
a.
True
b.
False
65. Persuasive memos and email messages are shorter than most routine messages.
a.
True
b.
False
Essay
66. Discuss how information about a product, service, or idea can be obtained before writing a persuasive message.
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Chapter 08: Delivering Persuasive Messages
67. Explain how Maslow's hierarchy of needs can help a person in writing an effective persuasive message.
68. Explain the inductive approach used in writing a persuasive message.
69. Discuss the principles to be followed when preparing persuasive messages.
70. Briefly explain some common used attention-getting devices used in sales messages.
71. Discuss the importance of focusing on a central selling feature in a sales message.
72. Give an example of how an original approach can be used in a sales message.
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Chapter 08: Delivering Persuasive Messages
73. Discuss how factual evidence can be presented and interpreted to create desire.
74. Discuss how the inclusion of guarantees and enclosures in a sales message can convince prospective
customers to like your product, service, or idea.
75. Discuss the techniques that can be used in a sales message to overcome people's natural resistance to price.
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Chapter 08: Delivering Persuasive Messages
76. Discuss how an effective sales message can provide an incentive for quick action.
77. Write a short note on claim messages.
78. Discuss the characteristics of an effective persuasive claim.
79. Discuss the points to be kept in mind while writing a persuasive request to ask for favor.
