78) Which of the following is the most effective way of handling audience objections when
crafting a sales or marketing message?
A) Emphasize the emotional benefit of the product.
B) Identify the objections up front and address as many as you can.
C) Craft a personal message that indicates key selling points.
D) Analyze the audience to determine why they are interested in the product.
E) Make the message unique to the product and the company.
79) Which of the following would not attract the reader’s attention in a sales or marketing
message?
A) A piece of interesting news
B) An appeal to emotion
C) A unique solution to a common problem
D) Interesting clutter
E) An appeal to a sense of financial value
80) When marketers use evocative images or music, what step in the AIDA plan is being
developed?
A) Attention
B) Interest
C) Action
D) Desire
E) Interactivity
81) Using the technique of “paying off” the promise made in the headline is generally best
accomplished during what step of the AIDA plan?
A) Attention
B) Interest
C) Action
D) Desire
E) Interactivity
82) When expanding the explanation of how a product or service will benefit the audience, what
step of the AIDA plan is being developed?
A) Attention
B) Interest
C) Action
D) Desire
E) Interactivity
83) When writing promotional messages for social media sites, how does the process change?
A) Listening becomes less essential.
B) The emphasis shifts to encouraging and participating in online conversations.
C) An emotional, conversational tone becomes more effective.
D) Champions and fans control the content of the message.
E) Messages should be controversial to create excitement and interaction.
84) When using blogs and websites to provide the information customers need, what social
media guideline is being utilized?
A) Limiting community building
B) Listening as much as talking
C) Initiating and responding to conversations with the community
D) Integrating conventional marketing strategies at the right time in the right place
E) Being real
85) What can using Q&A sites or providing brief answers posted on social media sites do for the
organization?
A) Allow the organization to respond to conversations within the community
B) Identify and support product champions
C) Allow the organization to provide information people want
D) Integrate conventional marketing techniques
E) Facilitate community building
86) Which of the following will cause consumers of mobile marketing to lose interest in a
message quickly?
A) Information that is presented too quickly
B) Information that is simplistic
C) Information that loads slowly
D) Information that is short and to-the-point
E) Information that is too straightforward
87) When creating advertising for mobile devices, what should marketers do to make their ad
more effective?
A) Place additional promotions on smartphone apps
B) Use Facebook ads
C) Keep promotional messages interactive
D) Keep promotional messages fast and straightforward
E) Include several embedded links within the website
88) When writing persuasive messages for social media, it is important to attract enthusiastic
fans of your products, known as what?
A) Insiders
B) Stakeholders
C) Bloggers
D) Champions
E) M-commercing
89) How do ethical businesspeople view persuasion?
A) As a way to manipulate the audience
B) As a negative force for the marketplace
C) As a way to increase profit
D) As a way to manipulate the audience’s interest to align with the organization’s
E) As a positive force in the marketplace
90) In the United States, which of the following organizations monitors corporate activities as
they relate to truth in advertising?
A) The Federal Trade Commission
B) The Internal Revenue Service
C) The Truth in Advertising Agency
D) FEMA
E) The Federal Bureau of Investigation
91) Which of the following is the process of advertising a product that you don’t intend to sell,
offering instead a more expensive replacement?
A) Money-back guarantee
B) Implied claim
C) Bait and switch
D) Behavioral targeting
E) Spam
92) Which of the following is not considered deceptive by the FTC in regards to advertising?
A) Statements that have the potential to mislead reasonable customers
B) A money-back guarantee
C) Implying claims without actually making them
D) Omitting important information that might shape the purchase decision
E) An untrue statement
93) Which of the following is a legal aspect of promotional communication and subject to
guidelines of the FTC?
A) You can use any person’s image as long as you don’t imply they are endorsing your product.
B) Marketing and sales messages are not considered binding contracts.
C) Marketing messages aimed at children under the age of 13 are subject to special rules.
D) Marketing messages can imply deceptive claims but cannot make an outright statement of the
claim if it is untrue.
E) Offering a money-back guarantee is considered support for a claim.
94) Marketing messages nearly always compete with messages from other companies who are
trying to reach the same audience.
95) The visual design of a product is considered a benefit of a product.
96) Conventional marketing and sales message are often prepared using the AIDA model.
97) “Cutting through the clutter” to get the audience’s attention is one of the biggest challenges
with marketing and sales messages.
98) When writing promotional messages for social media, the AIDA model does not require
modification.
99) How has social media affected the writing of promotional messages and the AIDA plan?
100) Describe how mobile devices have changed marketing communications.