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1. Persuasion in today's businesses focuses on
a.
distorting the facts to bolster sales.
b.
generating and sending messages using only electronic media.
c.
influencing others.
d.
writing direct messages.
2. Persuasion is necessary when
a.
you anticipate that your audience will agree with your position.
b.
your audience is skeptical about your idea.
c.
audience attitudes match the objectives of your plan.
d.
your message is especially attractive to the audience.
3. Which statement about persuasion in today's society is most accurate?
a.
The number of persuasive messages Americans receive per day has declined.
b.
Individuals need not be concerned about persuasive practices and their influence on human behavior.
c.
Persuasive messages sent via social media have not impacted individuals or American culture.
d.
Today's persuasion is different from persuasion used in previous times.
4. Which of the following statements is most accurate?
a.
Only large corporations use persuasion when selling their products.
b.
Today's persuasion is obvious and blatant.
c.
Persuasive messages are sent faster and reach greater audiences today.
d.
Today's successful marketers have learned to standardize their persuasive efforts to reach their audiences.
5. As a persuasive writer, you should practice all of the following except
a.
showing that you are truthful, experienced, and knowledgeable.
b.
offering a bribe or kickback to ensure that you win over your audience.
c.
anticipating opposition from conflicting beliefs, values, and attitudes and being prepared to counter with well-
reasoned arguments and facts.
d.
incorporating statistics, reasons, and analogies and then converting these facts into specific audience benefits.
6. Most persuasive requests should be organized
a.
directly.
b.
chronologically.
c.
quickly.
d.
indirectly.
7. Which of the following messages would most likely require the indirect strategy to persuade an audience?
a.
Informing employees of an upcoming all-staff meeting
b.
Announcing the hiring of a new sales director
c.
Asking an employer for agreed-upon benefits such as vacation time
d.
Requesting favors and action from coworkers
8. When using the indirect strategy in a persuasive message, you should place the reasons and explanations
a.
in the closing of the message.
b.
after the main idea.
c.
before the main idea.
d.
in an attachment to the message.
9. Sammie is planning a persuasive request. What advice should she follow for the opening of her request?
a.
Provide her telephone number.
b.
Capture the reader's attention and interest.
c.
Cite facts, statistics, expert opinions, examples, and specific details to support her request.
d.
Identify herself and her company.
10. Select the most effective opening for a persuasive request that invites a state representative to speak at your
organization's Flag Day celebration.
a.
If you have June 14 open, would you be interested in speaking at our Flag Day ceremony?
b.
Please consider this letter an invitation to address our organization on June 14.
c.
Your patriotism and leadership in the House of Representatives have improved the quality of life across our
state.
d.
The Patriotic Council promotes respect for the flag and our country, just as you do, which is why we are
asking you to be our guest speaker for our Flag Day ceremony on June 14.
11. In the body of a persuasive request, you can reduce resistance by
a.
focusing exclusively on benefits to the writer of the request.
b.
shifting reader attention through praise and compliments.
c.
avoiding any potential reasons for resistance.
d.
anticipating objections and offering counterarguments.
12. On behalf of your civic organization, you are inviting a motivational speaker to your semiannual meeting. In your
request you guarantee the speaker an enthusiastic audience and a positive impact on the community, both of which
emphasize
a.
praise for the reader.
b.
indirect benefits to the reader.
c.
the indirect strategy.
d.
the direct strategy.
13. The closing of a persuasive request should
a.
establish your credibility and demonstrate your competence.
b.
meet governmental regulations.
c.
describe the problem.
d.
motivate action.
14. Choose the best closing for a message requesting the receiver's support for a proposed change in a benefits plan.
a.
Please e-mail me at your earliest convenience with your decision.
b.
Contacting me by December 1 about your support of this new benefits plan will allow me to present this
proposal at the next strategic planning session.
c.
If you have any further questions about this new benefits plan, please do not hesitate to contact me.
d.
We really need to implement this new benefits plan soon.
15. Persuasive claim messages are also called
a.
inquiries.
b.
adjustment messages.
c.
sales messages
d.
complaint messages.
16. Persuasive claim or complaint messages are often written when
a.
products are damaged.
b.
wrong shipments are delivered.
c.
mistakes in billing occur.
d.
All answer choices are correct.
17. Effective persuasive claim messages
a.
vent the writer's anger and frustration.
b.
present a logical case with clear facts.
c.
help the reader by showing who is to blame for the problem.
d.
display strong emotion.
18. When developing a claim message, you should
a.
close the message by clearly specifying what you want done.
b.
describe the problem without providing a long, detailed account of the issue.
c.
include copies of relevant materials.
d.
All answer choices are correct.
19. When writing persuasive claim or complaint messages, you should
a.
suggest that the receiver intentionally deceived you or intentionally created the problem.
b.
use a moderate tone.
c.
inform the reader that you will contact the Better Business Bureau if your claim is not granted.
d.
use a strong tone with accusatory language to demonstrate your dissatisfaction.
20. Mikhail's claim has been denied once. Now, he is writing a second persuasive claim message to his digital media
services company asking for a promised rebate package. Because he expects resistance, what should he do?
a.
Appeal to the receiver's sense of responsibility and pride in the company's good name.
b.
Begin by presenting his resolution to the problem.
c.
Address the message to a department or "To Whom It May Concern."
d.
Show specifically how the receiver or the receiver's company caused the problem.
21. Graciella is making a persuasive complaint at work. Which of these sentences will be most effective in achieving her
goal?
a.
If you can't be bothered with maintaining our equipment in good working order, how can I be confident that
you care about your employees? I can't be bothered filing repeated repair requests either.
b.
I have put up with a broken fax in Workroom 223 for three weeks, and I am just fed up with this waste of my
time. Repair the fax or else!
c.
Did you realize that Bill has still not fixed the fax in Workroom 223 despite the work request I completed two
weeks ago? Make Bill fix it soon.
d.
For the past two weeks, fax machine No. 223- 51 has been unavailable to complete essential business for 25 of
our employees due to incomplete service. Please ensure our equipment is repaired by Friday.
22. Which statement about today's organizations and their employees is most accurate?
a.
Organizations are establishing more levels of management to conduct operations and to oversee employees.
b.
Executives today rely on persuasion to achieve buy-in from subordinates.
c.
There have been few changes in today's organizations for employees.
d.
Today's information-age workers rely on managers to be their information providers.
23. Which of the following situations would most likely require persuasion within an organization?
a.
Outlining company policy on personal use of e-mail
b.
Explaining a new procedure that will go into effect next month
c.
Asking employees to accept a pay cut to avoid layoffs or plant closings
d.
Informing employees about the new process for reporting overtime hours
24. All of the following messages to subordinates would use the indirect strategy except
a.
instructions to operate the new phone system installed in all offices.
b.
suggestions to begin an exercise program in conjunction with the new health insurance plan.
c.
requests to contribute to the organization's United Way campaign goal.
d.
discussion of their opportunities to participate in a company-sponsored charity event.
25. Which of the following is most accurate about the use of persuasion in business?
a.
Honesty is not just the best policy; it's the only policy.
b.
The goal is to manipulate employees into accepting a message.
c.
Some puffery and skillful misrepresentation make persuasive messages more effective.
d.
The key to persuasion is proving the weakness of the receiver's position.
26. As a manager, Corbin must inform his staff that all employees must now contribute more to their health insurance
premiums. What advice should Corbin follow when delivering his message?
a.
Avoid telling the employees the reason for the decision.
b.
Use a threatening tone so that employees know that this is a serious matter.
c.
Be honest and provide the important reasons for the increase in individual contributions.
d.
Tell the employees to "Suck it up" and deal with the increased individual costs.
27. You want to propose a workplace change to your employer. Which of these is the best advice for you?
a.
Because your supervisor should already be aware of the pros of changing the procedure, avoid providing any
evidence.
b.
Stress your own needs and how you will benefit from the change because this is your proposal.
c.
Avoid words like suggest and recommend because these words make you look weak.
d.
Focus on how much money the proposed change will save the company.
28. Which statement about direct-mail messages is most accurate?
a.
Direct mail is an effective channel for personalized, tangible, three-dimensional messages that are less
invasive than telephone solicitations.
b.
Today's companies no longer send direct-mail messages to market their products or services; they rely
exclusively on electronic media instead.
c.
Direct-mail marketing is less effective than online marketing.
d.
All answer choices are accurate statements about direct-mail messages.
29. Choose the best advice to craft an effective direct-mail sales letter.
a.
Use slightly illegal sales tactics to get the desired sale.
b.
Develop and present a strong rational selling point early in the body of the letter. Later, add emotional appeals,
using each appeal only once.
c.
Present information completely, using a personalized tone.
d.
Design your message for a general audience.
30. Learning to compose effective sales and marketing messages benefits you because
a.
most employees are expected to write sales and marketing messages.
b.
techniques for sales writing can be applied in any persuasive communication.
c.
sales campaigns are typically conducted by entry-level employees.
d.
companies in today's economy cannot afford to hire specialists to write sales and marketing messages.
31. Your primary goal in writing a sales or marketing message is to
a.
demonstrate creativity and marketing skills.
b.
create a strong personal and professional image for yourself.
c.
get your audience to devote a few moments of attention to your message.
d.
become a perceptive consumer of ideas, products, and services.
32. Professional marketers and salespeople follow the AIDA strategy in their sales messages because it is effective. What
does AIDA represent?
a.
Attention, interest, desire, and action
b.
Attraction, innovation, determination, and activity
c.
Appeal, input, develop, and attune
d.
Access, incite, determine, and activate
33. When you use the AIDA persuasive approach, your first task is to gain the reader's attention (A). Which of the
following represents your second step, or "I" tasks, of AIDA?
a.
Describe the benefits a product or service offers and make rational or emotional appeals.
b.
Include details of your company's reliability and reputation.
c.
Grow more excited about your product and yourself as a salesperson.
d.
Identify a proverb or famous quotation.
34. The opener for a sales message should be
a.
provocative, humorous or entertaining, and medium length (5-10 lines).
b.
stimulating, relevant, honest, and short (1-5 lines).
c.
appealing, informative, persuasive, conversational, and medium length (5-10 lines).
d.
entertaining or serious, focused, persuasive, and short (1-5 lines).
35. You must write a sales message to prospective customers. What should you do in the opening of your sales message?
a.
Offer something valuable, promise a benefit to the reader, or use some other technique to gain your reader's
attention.
b.
Convince your reader of the superiority of the product or service being sold.
c.
Motivate your reader to take action.
d.
Promise an incentive for responding by a specific date.
36. You can effectively build interest in a sales message by
a.
including your credentials.
b.
motivating action in the closing.
c.
emphasizing central selling points identified in the prewriting analysis.
d.
suggesting the reader lacks good judgment if he or she doesn't buy today.
37. Rational appeals focus on making or saving money, increasing efficiency, and
a.
soothing the egos of managers.
b.
making good use of resources.
c.
identifying status in the workplace or community.
d.
enjoying sensory input.
38. Emotional appeals
a.
focus on making or saving money.
b.
explain how to increase efficiency or protect resources.
c.
solve workplace problems.
d.
focus on status, ego, and sensual feelings.
39. Use an emotional appeal when the
a.
product is expensive; long-lasting; or important to health, security, and financial success.
b.
product is inexpensive, short-lived, or nonessential.
c.
reader is comparing similar products from other companies.
d.
reader has a college education.
40. Which of the following is the most effective emotional appeal?
a.
For a limited time you will receive our employee discount on any new General Motors vehicle.
b.
Surround yourself in the uncompromising safety and luxury of a Lincoln because you've earned it.
c.
Purchase a Jeep today, and you will receive a $1,500 college savings bond for tomorrow.
d.
Save now and save later. With its low sticker price and great gas mileage, this Focus hybrid is a best buy.
41. Techniques to elicit audience desire and overcome reader resistance in a marketing message include all of the
following except
a.
testimonials.
b.
money-back guarantees.
c.
application forms.
d.
free samples or trials.
42. Which of the following illustrates a testimonial?
a.
After completing your training, I received job offers from three employers in one week!
b.
We are confident that your skills in applying for jobs and interviewing with employers will improve with this
training.
c.
Scientifically proven self-actualization techniques will increase your self-confidence and boost your
interviewing skills.
d.
Employers respond positively to well-written application letters and résumés, and they offer jobs to candidates
who are confident and well prepared.
43. Which of the following most effectively reduces resistance and builds desire?
a.
If you are worried about booking a tour with us, please know that our European walking tours were rated the
safest and best planned in the industry.
b.
Join one of our European walking tours this summer for an unbelievable cultural experience.
c.
Going on a walking tour of Europe is fun.
d.
Our travel company knows Europe and is eager to show it to you.
44. Techniques to motivate action in the closing of a sales message include offering a gift, promising an incentive,
guaranteeing satisfaction, and
a.
setting an application opening date.
b.
limiting the offer.
c.
setting no boundaries or limits.
d.
quoting a well-known proverb.
45. Which of the following is the most effective closing for a sales message?
a.
Making this training choice for your employees today may be the smartest business decision you'll ever make.
Consider the benefits, and I am sure that you will agree.
b.
Because we are confident that you will choose us for your training needs, we will visit you on Friday to
finalize your contract.
c.
Complete the enclosed interest card and mail it to us at your earliest convenience.
d.
If your sales don't increase at least 10 percent after your salespeople complete our "Closing the Deal"
training, you get a full refund. Use our toll-free number to call me by August 1 and begin training on
September 1.
46. The primary channel that consumers use to interact with brands today is
a.
e-mail.
b.
focus groups.
c.
mall and shopping center surveys and sample booths.
d.
direct mail.
47. Purposes of e-mail marketing include attracting new customers, keeping existing customers, encouraging future sales,
cross-selling, and
a.
seeking new employees.
b.
lobbying local legislators.
c.
cutting costs.
d.
importing products from international businesses.
