48. The main information in an e-mail sales message should be placed above the fold, which means that
a.
all main points follow standard business etiquette and online netiquette.
b.
you are certain that your e-mail adheres to all legal standards.
c.
your primary points appear early in the message.
d.
your e-mail message does not exceed one screen in length.
49. Which of the following is the best way to increase the effectiveness of an online sales message?
a.
Send online sales messages only to customers or prospects who have given you permission to send them e-
mail marketing messages.
b.
Use a subject line such as “Hey You” to get the reader’s attention.
c.
Avoid the use of testimonials.
d.
Make the message formal, focused, and extensive.
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Creating Effective Sales Messages in Print and Online
Bloom’s: Knowledge
50. Which of the following statements about short persuasive online messages is most accurate?
a.
More writers are using social network posts to promote their businesses, further their causes, and increase their
online personas.
b.
Social media are not primarily suited for overt selling.
c.
Many individuals have been successful in using tweets consisting of 140 characters or fewer to pitch offers,
prompt responses, and draw the attention of their audiences to interesting events and media links.
d.
All answer choices are correct.
p. 242
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Creating Effective Sales Messages in Print and Online
Bloom’s: Knowledge
51. Persuasion used in today’s business environment focuses on manipulating others.
a.
True
b.
False
False
Easy
p. 226
52. You will need to use persuasion if you anticipate resistance.
a.
True
b.
False
audiences.
Easy
p. 226
53. The number of persuasive messages has increased drastically within the last decade.
a.
True
b.
False
True
Easy
p. 227
Moderate
pp. 242-243
54. Only large companies actively try to persuade consumers.
a.
True
b.
False
False
Easy
p. 227
55. Persuasive techniques today are subtler and more misleading than of the past.
a.
True
b.
False
True
Easy
p. 227
56. An effective persuasive technique is to tie the facts to writer benefits.
a.
True
b.
False
False
Easy
p. 228
57. You do not need to establish your credibility when attempting to persuade others.
a.
True
b.
False
58. When creating a persuasive message, you should expect and overcome resistance.
a.
True
b.
False
True
Easy
p. 228
59. Both direct claim messages and persuasive requests should begin with the main idea.
a.
True
b.
False
False
Easy
p. 228
60. Persuasive requests are generally more effective when they are organized directly.
a.
True
False
Easy
p. 228
b.
False
61. The opening of a persuasive request should gain your reader’s attention and interest.
a.
True
b.
False
True
Easy
p. 228
62. To capture the reader’s attention and interest in a persuasive request, you can make an unexpected statement, suggest
reader benefits, offer praise or compliments, or ask a stimulating question.
a.
True
b.
False
True
Easy
p. 228
63. The body of a persuasive request should motivate action.
a.
True
b.
False
False
False
Easy
p. 228
64. To reduce resistance in a persuasive request, you should avoid offering counterarguments so that you do not offend
your reader.
a.
True
b.
False
False
Easy
p. 228
65. When requesting a favor or action, you should discuss only the direct benefits to the reader because indirect benefits
are not persuasive.
a.
True
b.
False
False
Easy
p. 228
66. In the closing of a persuasive request, your goal is to prove the merit of your request.
a.
True
b.
False
False
Easy
p. 228
67. Another name for a complaint message is a claim message.
a.
True
b.
False
True
Easy
p. 229
68. Persuasive claim or complaint messages may involve damaged products, mistaken billing, inaccurate shipments,
warranty problems, limited return policies, insurance snafus, or faulty merchandise.
a.
True
b.
False
True
merchandise.
Easy
p. 229
69. Your claim message will be most effective if you make a reasonable and valid request, present a logical case with
clear facts, and display some anger and emotion.
a.
True
b.
False
False
Easy
p. 228
70. Claim messages should include a blow-by-blow chronology of the details of the problem to adequately inform the
reader of the problem.
a.
True
b.
False
False
Easy
p. 229
71. Lynette received unsatisfactory service at a recent business dinner. In her persuasive claim message to the restaurant
manager, she should enclose a copy of her restaurant receipt.
a.
True
b.
False
True
Easy
p. 229
72. An effective technique when writing a persuasive claim message is to suggest that the reader intentionally created the
problem.
a.
True
b.
False
False
Easy
Easy
p. 229
73. Claim messages should appeal to the receiver’s sense of responsibility and pride in the company’s good name.
a.
True
b.
False
True
Easy
p. 229
74. Directives moving downward from superiors to subordinates usually follow the indirect strategy.
a.
True
b.
False
False
Easy
p. 232
75. When a manager writes a persuasive memo to employees using the indirect strategy, his or her goals are to present a
strong but honest argument and to avoid manipulation or trickery.
a.
True
b.
False
True
Easy
p. 229
76. As a manager, Mary must inform her production employees that they will need to work extra hours to meet a
customer’s order. Mary’s message will be most effective if she uses warm words and a conversational tone.
a.
True
b.
False
True
Moderate
p. 232
77. Michelle needs to sell her idea to remodel their business waiting room to her boss. Michelle is more likely to succeed
if she can base her argument on saving or earning money.
a.
True
b.
False
True
Moderate
p. 232
78. Messages to management are more persuasive when they include words such as “you must” or “we should.”
a.
True
b.
False
False
p. 232
79. A successful persuasive message is typically longer than a direct message.
a.
True
b.
False
True
Easy
p. 233
80. Traditional direct-mail marketing is more effective than online marketing.
a.
True
b.
False
True
Easy
p. 235
81. Your primary goal in writing a sales message is to get someone to devote a few moments of attention to it.
a.
True
b.
False
True
Easy
p. 236
Easy
pp. 232-233
82. The most effective sales messages follow the AIDA strategy.
a.
True
b.
False
True
Easy
p. 236
83. The opening of a sales message is one of its most critical elements.
a.
True
b.
False
True
getter.
Easy
p. 237
84. You will receive a free one-year subscription to Netflix when you purchase any Sony flat-panel television is an
example of a rational appeal.
a.
True
b.
False
True
Moderate
p. 238
85. A sales message is wasted if your reader fails to act.
a.
True
b.
False
True
Easy
p. 239
86. Because postscripts make letters appear poorly organized and unprofessional, you should avoid adding them to sales
messages.
a.
True
b.
False
False
Easy
p. 239
87. One tip for successful online sales messages it to provide a means to opt out.
a.
True
b.
False
True
Easy
p. 242
88. Online sales messages are generally much longer than direct-mail messages.
a.
True
b.
False
89. The most important points in an e-mail sales message should be placed at the end of the message where they will be
remembered the most.
a.
True
b.
False
False
Easy
p. 242
90. Tweets and other online posts are now being used to persuade others.
a.
True
b.
False
True
Easy
pp. 242-243
91. ____________________ is needed when we are making more than routine demands and facing skeptical audiences.
False
Easy
p. 242
92. Persuasive requests are generally more effective when they are written using the ____________________
organizational strategy.
93. In the ____________________ of a persuasive request, you should build interest, explain the purpose of the request
logically and concisely, prove its merit, and reduce resistance.
94. You should motivate action in the ____________________ of a persuasive request.
95. Persuasive ____________________ messages, also called complaint messages, are used to complain about damaged
products, mistaken billing, inaccurate shipments, warranty problems, limited return policies, insurance snafus, faulty
merchandise, and other problems.
96. ____________________ or directives moving downward from superiors to subordinates usually require little
persuasion.
97. Messages such as information about procedures, equipment, or customer service should be organized using the
____________ strategy.
98. Professional marketers and salespeople follow the _______________ strategy (attention, interest, desire, and action)
when persuading consumers.
99. A(n) ____________________ appeal focuses on making or saving money, increasing efficiency, or making good use
of resources.
100. A(n) ________________ appeal focuses on status, ego, and sensual feelings.