43) A good persuasive claim should ________.
A) always include a sincere apology for the trouble caused to the receiver
B) avoid wasting the receiver’s time by reviewing the case in the message
C) be specific about how one would like to see the situation resolved
D) assume that the recipient already has information about the case
E) avoid showing how the individual or organization is responsible for the problem
44) An effective persuasive claim should avoid ________.
A) reviewing the facts of the case
B) using an intimidating tone
C) being specific about how the problem should be resolved
D) closing on a positive note
E) showing how the individual is responsible for the problem
45) In a persuasive claim, it is important to ________.
A) avoid spelling out the desired resolution to the problem
B) close on a threat to terminate the relationship if the case is not resolved
C) avoid mentioning how the organization or individual is responsible for the problem
D) maintain an intimidating tone
E) give your reader a good reason for granting your claim
46) In a claim letter, the opening should ________.
A) specify a deadline for action
B) clearly indicate to the reader the unfavorable consequences of denying the claim
C) outline the problem
D) reflect how a successful resolution of the situation will repair or maintain a mutually
beneficial working relationship
E) give your reader a good reason for granting your claim
47) A persuasive claim should close ________.
A) with a clear indication of the unfavorable consequences of denying the claim
B) on a positive note that reflects how a successful resolution of the situation will repair or
maintain a mutually beneficial working relationship
C) with a sincere apology that acknowledges the trouble caused to the reader due to the claim
D) by outlining the problem and continue by reviewing what has been done about it so far
E) with specific details about how you would like to see the situation resolved
48) Marketing messages ________.
A) encourage potential buyers to make a purchase decision then and there
B) are synonymous with sales messages
C) focus on such tasks as introducing new brands to the public and providing product
information
D) do not follow the AIDA model
E) make a specific request for people to place an order for a particular product or service
49) Sales messages ________.
A) usher potential buyers through the purchasing process without asking them to make an
immediate decision
B) focus on such tasks as introducing new brands to the public and reminding buyers that a
particular product is available
C) encourage customers to seek more information about a product
D) encourage potential buyers to make a purchase decision then and there
E) primarily involve a mere presentation of ideas and do not make a call to action
50) Which of the following persuasive messages would constitute a sales message?
A) a message introducing a new cell phone to potential customers
B) a message educating potential customers about the benefits of a new cell phone
C) a message requesting potential customers to place an order for a cell phone
D) a message reminding potential customers that a particular cell phone is available
E) a message encouraging potential customers to find out more about a new cell phone
51) Given below are the closing statements of some persuasive messages. Judging from the call
to action made in each, which of the following constitutes a sales message?
A) To know more about this product, please visit our website at akme/new.com.
B) To order this product, call 345-1234 or visit our online store at akme/store.com.
C) To receive a free product demo, call Alex at 345-1234, or email him at alex@akme.com.
D) To receive a free trial pack, visit our website at akme/new.com.
E) To view customer testimonials, visit our website at akme/feedback.com.
52) In marketing and sales messages, what is the primary difference between selling points and
benefits?
A) Selling points are ethical to use whereas benefits are not.
B) Selling points focus on the user rather than the product.
C) Selling points focus on the product rather than the user.
D) Selling points are unethical to use whereas benefits are not.
E) Selling points are abstract whereas benefits are concrete.
53) While planning marketing and sales messages, the benefits of a product focus on ________.
A) the return on investment to the seller
B) what the user experiences or gains from the product
C) the less attractive features of a product
D) the difference between the cost of production and sales price
E) how the product helps the selling company meet its goals
54) Which of the following statements is an example of a benefit of an LED TV?
A) This TV has our patented Hyper-D 3D technology.
B) This TV is completely Internet-enabled.
C) This TV’s i-Share technology helps you share movies wirelessly.
D) The Acer surround sound on this TV is the best in the industry.
E) This TV comes with a high-tech universal remote.
55) A product’s selling points ________.
A) refer to the specific locations at which the product is sold
B) are the particular advantages that purchasers can realize from the product
C) focus on what the user experiences or gains
D) refer to its different prices at various sales locations
E) are its most attractive features
56) Which of the following statements describes only a selling feature of a product, and not a
benefit?
A) This toothpaste tastes so good, your child will look forward to brushing.
B) The baby-sitting services on our cruises allow you to reconnect with your partner.
C) The superior suspension on this SUV will help you take on any terrain.
D) With over 15 low-fat items on the buffet, you can eat all you want and not feel guilty about it.
E) This computer features a 4 GB RAM and an integrated graphic card.
57) Which of the following statements describes a benefit of a product?
A) Get a car loan with no money down and a 0% interest rate.
B) Our gyms are designed to make you feel comfortable and positive.
C) Our food bank provides nutritious food to 200 homeless people everyday.
D) This digital camera has a resolution of 8 megapixels.
E) This cereal is fortified with 6 essential vitamins and minerals.
58) The price of a product can be a particularly tricky issue in any promotional message. You
should always ________.
A) downplay the price
B) highlight the price
C) look for ways to increase the perceived value of the purchase
D) avoid using words such as “luxurious” or “economical” to characterize the price
E) leave out pricing information altogether
59) The addition of which of the following lines to the message would best serve to minimize
audience objections to the high price of the product?
A) At $50,000 the Savannah Gold is more expensive than any other truck in its class.
B) If you have to ask the price, the Savannah Gold is not for you.
C) While the Savannah Gold is a few thousand dollars more expensive than the GT, it is a steal
when you consider the luxury features!
D) The Savannah Gold can add value to your business. Talk to our Business Consultant, William
Smith, at 333-544 to find out more about this.
E) The Savannah Gold announces to the world that you have arrived!
60) The company has decided to treat the premium price of the Savannah Gold as a selling point
of the product and would like to highlight it in the marketing message. Which of the following
lines would best serve this purpose? Where would you place the line in the marketing message?
A) “The Savannah Gold announces to the world that you have arrived!” This line should be
placed at the end of the message.
B) “The Savannah Gold is great value for money!” This line should follow the list of features.
C) “The Savannah Gold costs just a few thousands more than the Savannah GT.” This line
should be placed in the middle of the message.
D) “Rockford Motors announces the launch of the limited-edition Savannah Gold—a premium
pickup truck that combines the ruggedness of a truck with the luxury of a high-end SUV!” This
line should replace the opening statement in the message.
E) “Despite the higher price, you will never regret buying the Savannah Gold.” This line should
be placed at the end of the message.
61) The company has decided to downplay the pricing of the product. Which of the following
lines would best serve this purpose? Where would you place the line in the marketing message?
A) “The Savannah Gold comes at a premium price of $50,000.” Place this line at the end of the
message, immediately before the call to action.
B) “This premium product is loaded with state-of-the-art safety features and luxurious interiors.”
Place this line in the middle of the message, after the line that lists the technical features of the
vehicle.
C) “The Savannah Gold costs only a few thousand dollars more than the GT, but packs quite a
punch.” Place this line at the end of the message.
D) “Rockford Motors announces the launch of the super-luxury, limited-edition Savannah
Gold—a premium pickup truck that combines the ruggedness of a truck with the plushness of a
high-end SUV!” This line should replace the opening statement in the message.”
E) “Priced at $50,000, Savannah Gold spells luxury.” This line should be placed at the end of the
message.
62) You are developing a sales message for the range of cell phones manufactured by your
company. Which of the following closing lines would be most effective in persuading readers to
take action?
A) For a complete price list, visit your nearest retailer or company outlet.
B) Call us at 987-1234 to order a cell phone.
C) To know more about our range of cell phones, you can view product details and customer
reviews at cellphones.com.
D) To order a cell phone, call us at 987-1234—the first 100 customers get a 2 GB memory card
free.
E) To order a cell phone look for our advertisement and discount coupon in the next issue of
“TechNext” magazine.
63) When writing promotional messages for social media, it is important to ________.
A) rely largely on the news media to distribute the message
B) facilitate community building
C) use the AIDA approach for organizing your messages
D) avoid the use of automated tools such as free alerts on search engines to listen to online
conversations
E) avoid activating the commenting feature on blogs, since it will result in a complete loss of
control over online conversations
64) When writing promotional messages for social media, you should not ________.
A) use automated tools to help listen to online conversations
B) use a conversational style of communicating
C) initiate conversations within the community, but only respond to them
D) respond to conversations within the community, as this is unethical
E) provide information to people through “advertising speak”
65) In marketing and sales communications, which of the following actions is considered legal
when the claim is supported with objective evidence such as a survey or scientific study?
A) offering money-back guarantees
B) making implied claims that are deceptive
C) using bait-and-switch advertising
D) using a person’s photograph without permission
E) excluding important information
66) A company seeking to maintain high ethical and legal standards in marketing and sales
communications should ________.
A) opt to leave out important information
B) use letters from satisfied customers as the only proof for their claims
C) make deceptive claims as long as they are not stated explicitly
D) attract buyers by using bait-and-switch advertising
E) collect information from children under the age of 13 only with consent from their parents
67) According to the FTC, ________.
A) letters from satisfied customers are the best evidence to support claims
B) failing to include important information is considered deceptive
C) marketing messages and websites cannot target children
D) offering a money-back guarantee is illegal
E) bait-and-switch advertising is legal
68) Which of the following is true about maintaining high ethical and legal standards when
developing persuasive business, marketing, and sales messages?
A) A money-back guarantee or letters from satisfied customers can be used as the sole evidence
to a claim.
B) If you imply or make an offer and then can’t fulfill your end of the bargain, you can be sued
for breach of contract.
C) Names, but not photographs, of individuals can be used even without permission.
D) Trying to attract buyers by advertising a product that you don’t intend to sell, and then trying
to sell them another product is legal but not ethical.
E) Only deceptive claims that are explicitly made, not just implied, in a persuasive message are
considered illegal by the FTC.