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57. Which of the following refers to an indirect benefit of complying with a persuasive request?
a. The information you provide at the conference will help us improve our productivity.
b. Making a presentation at the national convention will provide free publicity for your new book.
c. Using the ergonomic keyboard will minimize the possibility of your developing carpal tunnel syndrome.
d. Your contribution allows students to receive scholarships so they can continue their education.
e. Paying your bills on time helps you maintain a good credit record.
58. Use the direct organizational plan for persuasive messages when
a. writing to subordinates within the organization.
b. the audience is reluctant to comply with your request.
c. you expect readers to have a negative attitude.
d. your proposal is long and complex.
e. the reader prefers to read the rationale before reading the request.
59. Use an indirect organizational plan for persuasive messages when
a. writing to superiors within the organization.
b. the audience is predisposed to listen objectively to your presentation.
c. strong persuasion is needed.
d. the proposal is long and complex.
e. the recommendations must be given in the beginning.
60. The process of persuasion begins with
a. telling the reader what to do.
b. analyzing the reader.
c. offering a discount on a product or service.
d. expecting your audience to understand your idea.
61. Which of the following is not an effective attention-getting technique for a persuasive message?
a. asking a rhetorical question
b. using a polite request
c. stating an unusual fact
d. making a statement that you and the reader will agree on
e. writing an unexpected statement
62. Which of the following does not contribute to creating interest and justifying your position in a persuasive message?
a. objectivity
b. obvious flattery
c. specific details
d. logical appeals
e. representative examples
63. When dealing with obstacles in a persuasive message, you should
a. ignore any negative aspects of the argument.
b. blame any problems on the reader.
c. only tell the reader about the positive aspects of your idea.
d. address them directly.
64. Advertising and persuasion are different in what way?
a. Advertising gives something to the reader.
b. Persuasion admits failure and apologizes.
c. Persuasion is more personalized.
d. Advertising includes pricing information; persuasion does not.
65. When writing a persuasive message to a superior in your own organization, ask for the desired action
a. in the first paragraph, along with stating the reader benefit.
b. using a confident, hard-sell approach.
c. by apologizing for the need for a decision.
d. but leave the method of response up to the reader.
e. after presenting most of the background information.
66. When you want to sell an idea, your persuasive message should not
a. use an indirect organizational plan if the reader is your superior.
b. present evidence logically.
c. be written in an objective style.
d. provide sufficient evidence to back up the claims you make.
e. clarify the problem and how your solution solves it.
67. Which of the following situations represents an attempt to sell an idea?
a. An automobile manufacturer writes a letter persuading its retailers to carry more vehicles with sunroofs.
b. A construction company wants to persuade a college to award it the contract for building a new dormitory.
c. A student writes a letter asking the new dean to be the guest speaker at a non-school event.
d. An employee recommends a flextime schedule so that employees can set their own work hours.
e. A banker writes a memo explaining the new loan procedures to employees in all branches.
68. You need persuasion when requesting a favor from someone you don't know because
a. expert opinion and statistical data are not enough.
b. the reader needs sufficient evidence to make an informed decision.
c. you want to make the desired action as clear and easy as possible.
d. the reader is getting no tangible benefits from granting the favor.
e. this is a routine request that is likely to be granted automatically.
69. In a persuasive message you should always
a. emphasize the reader.
b. address overall company concerns.
c. review the annual profit-loss margin.
d. show the current organizational structure of your company.
70. When the reader will not directly benefit from granting the favor you request, your persuasive message should
a. adopt a less confident tone.
b. use language appealing to the reader's emotions.
c. show how someone other than you will benefit.
d. stress the objective evidence justifying your request.
e. use the first paragraph to tactfully make your request.
71. The direct organizational pattern is defined as
a. presenting the recommendation and brief rationale in the first paragraph.
b. explaining the problem in the first paragraph.
c. asking a question in the first paragraph.
d. including the reason for writing in the conclusion.
72. Unlike a routine claim letter, a persuasive claim letter
a. mentions how the reader will benefit from doing what the writer asks.
b. uses emotional or exaggerated language for emphasis.
c. states the request immediately.
d. uses clear explanations and an appropriate tone.
73. If price is your central selling theme you should
a. introduce the idea early and emphasize it often.
b. mention it once and then move on.
c. focus on it in the postscript.
d. introduce it late in the message.
74. The opening sentence "Although your store policy is to offer a refund within seven days, I am seeking a refund for
an item I purchased nine days ago" is ineffective for a persuasive claim because it
a. depends on the credibility of the reader.
b. relies on the rhetorical attention-getting approach.
c. uses an indirect organizational plan.
d. offers a ready excuse for denying the claim.
75. If your claim is not a routine one, your persuasive complaint letter should
a. compliment the reader and describe your request as asking for a favor.
b. let the reader decide how to resolve the problem.
c. include as much supporting evidence as possible.
d. follow the direct organizational plan.
e. begin with the action you want the reader to take.
76. In the AIDA plan for sales letters, AIDA stands for
a. attention, interest, desire, and action.
b. action, interest, direct benefits, and attention.
c. action, information, desire, and acknowledgement.
d. awareness, information, data, and alertness.
e. added interest, desired action.
77. To soften an item's cost you should
a. refer to it in closing.
b. present the price in small units and compare it to another familiar object.
c. tell the reader to look up other comparable prices online.
d. only disclose it when requested by the reader.
78. Which of the following is the least effective opening statement for an unsolicited sales letter?
a. Last month, one million business travelers enjoyed the friendly, on-time service of Alpha Beta Airlines.
(promoting new services for corporate customers)
b. If you and your family drink one gallon of water a day, you may be consuming too many minerals.
(promoting a water purifier system)
c. Are you interested in leading a long and happy life? (promoting a new exercise program)
d. How much extra money would you have if you didn't have to pay 21% interest on your credit cards?
(promoting a new credit card)
e. Six months ago, he was unemployed with few qualifications. Today, he's a website designer for a major
corporation. (promoting training courses in website development)
79. Which sentence most effectively interprets a product's features?
a. The Rocket Laser 3000 warms up in 20 seconds and prints documents at 1,200 dpi.
b. Both the ergonomic keyboard and the wireless mouse were designed to help computer users.
c. Baking bread is easy with a BreadWinner.
d. Our digital music player can store up to 5,000 songs.
e. Finish your woodworking projects quickly with this high-torque battery-powered drill.
80. You may provide incentive for a prompt reply to your persuasive sales message by
a. offering a gift to the first 100 people who respond by the due date.
b. using cautious, hesitant language to avoid discouraging your reader.
c. giving information about new products added to your website.
d. repeatedly sending the same message for a week.
81. When a customer's expectations are not met, you will be more successful rebuilding the relationship if you
a. delay responding and hope the customer forgets about the complaint.
b. send a letter.
c. call the customer or schedule a face-to-face meeting.
d. request that a supervisor contact the customer.
82. Which of the following statements at the end of a sales letter would most effectively motivate the reader to take
action?
a. If you are at all interested in trying our product, please call me soon.
b. Act now! Don't delay! Smart shoppers know that time is running out!
c. Why not try our new computer software free for 15 days?
d. Simply return the enclosed order card by October 1 to reserve your copy of this limited-edition poster.
83. What is persuasion? Why should businesspeople master this skill?
84. Why should you emphasize the reader rather than the product or idea you are proposing?
85. Why is audience analysis so critical when you are planning a persuasive request?
86. Discuss writer credibility for persuasive messages. Mention where credibility comes from and levels of credibility
for different audiences.
87. Explain when the direct organizational plan is used for persuasive messages.
88. When is the indirect organizational plan appropriate for persuasive messages?
89. What is a rhetorical question? How can you use it in a persuasive message? What are some concerns about using
it?
90. What three types of evidence are often used to create interest or justify a persuasive request?
91. How should you deal with obstacles when writing a persuasive message?
92. What should you do to motivate action in a persuasive request?
93. How does a request for a favor differ from a routine request? What factors should you consider when writing a
request for a favor?
94. Define the difference between a "solicited sales letter," and an "unsolicited sales letter."
95. Describe the types of details needed and the tone to use in a persuasive claim letter.
96. What does AIDA stand for? Briefly explain each section of the persuasive sales letter.
97. What is a central selling theme for a sales letter? Why is it important that you choose one? What are some
examples of central selling themes?
98. What are four techniques to use to open sales letters? Provide an example of at least four of the six techniques.
99. What is meant by "interpreting features" in a persuasive sales letter?
100. What does it mean to use "vivid language"?
101. Define the meaning of "Ethos."
102. Define the meaning of "Pathos."
103. Define the meaning of "Logos."
104. Business communicators need to understand the following fact about persuasion:
a. it is not coercion.
b. it is a way of forcing individuals to believe in something.
c. it does not require motivation
d. it is not needed in the business environment
e. it helps understand an organization's mission
