Question 1

Use an emotional appeal when the

Accepted Answer

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.E) None of the above
F) A) and D)

Question 2

You want to propose a workplace change to your employer. Which of these is the best advice for you?

Accepted Answer

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.E) B) and D)
F) B) and C)

Question 3

Which of the following will increase the effectiveness of an online sales message?

Accepted Answer

A)  Sending it only to receivers who have given you permission to send them e-mail marketing messages.
B)  Eliminating a subject line to mask the purpose of the message.
C)  Avoiding the use of testimonials.
D)  Making the message formal and extensive in length.E) B) and D)
F) None of the above

Question 4

When using the indirect strategy in a persuasive message, you should place the reasons and explanations

Accepted Answer

A)  in the closing of the message.
B)  after the main idea.
C)  before the main idea.
D)  in an attachment to the message.E) A) and D)
F) A) and C)

Question 5

Your primary goal in writing a sales or marketing message is to

Accepted Answer

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.E) None of the above
F) All of the above

Question 6

Which of the following situations would most likely require persuasion within an organization?

Accepted Answer

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 hoursE) All of the above
F) None of the above

Question 7

As a persuasive writer, you should practice all of the following except

Accepted Answer

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.E) B) and D)
F) None of the above

Question 8

Learning the techniques of sales writing can help you

Accepted Answer

A)  become more successful in other situations requiring persuasion.
B)  recognize sales strategies directed at you.
C)  become a more perceptive consumer of ideas, products, and services.
D)  All of these are benefits of learning sales writing techniques.E) B) and D)
F) B) and C)

Question 9

The primary channel that consumers use to interact with brands today is

Accepted Answer

A)  e-mail.
B)  focus groups.
C)  mall and shopping center surveys and sample booths.
D)  direct mail.E) None of the above
F) A) and C)

Question 10

Persuasion is necessary when

Accepted Answer

A)  you anticipate that your audience will agree with your position.
B)  your audience may have resistance about your idea.
C)  audience attitudes match the objectives of your plan.
D)  your message is especially attractive to the audience.E) A) and B)
F) A) and C)

Question 11

One effective strategy for crafting online sales messages is letting receivers know how they may opt out of receiving future messages.

Accepted Answer

A) True 
 B)False

Question 12

Your primary goal in writing a sales message is to get someone to devote a few moments of attention to it.

Accepted Answer

A) True 
 B)False

Question 13

Techniques to elicit audience desire and overcome reader resistance in a marketing message include all of the following except

Accepted Answer

A)  testimonials.
B)  money-back guarantees.
C)  application forms.
D)  free samples or trials.E) A) and C)
F) None of the above

Question 14

Claim messages should appeal to the receiver's sense of responsibility and pride in the company's good name.

Accepted Answer

A) True 
 B)False

Question 15

In crafting e-mail sales messages, the term above the fold refers to

Accepted Answer

A)  all main points following standard business etiquette and online netiquette.
B)  adhering to legal standards.
C)  your primary points appearing early in the message.
D)  not exceeding one screen in length.E) B) and C)
F) All of the above

Question 16

Select the most effective opening for a persuasive request that invites a state representative to speak at your organization's Flag Day celebration.

Accepted Answer

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.E) A) and B)
F) A) and C)

Question 17

In the closing of a persuasive request, your goal is to prove the merit of your request.

Accepted Answer

A) True 
 B)False

Question 18

Claim messages should include a blow-by-blow chronology of the details of the problem to adequately inform the reader of the problem.

Accepted Answer

A) True 
 B)False

Question 19

Rational appeals focus on making or saving money, increasing efficiency, and

Accepted Answer

A)  soothing the egos of managers.
B)  making good use of resources.
C)  identifying status in the workplace or community.
D)  enjoying sensory input.E) B) and D)
F) B) and C)

Question 20

Which of the following is true of sales messages sent through direct mail?

Accepted Answer

A)  They are considered less invasive by most consumers than telephone calls or unsolicited e-mail messages.
B)  Direct mail is an effective channel for personalized messages.
C)  Tangible mail has been shown to have greater emotional impact than virtual mail.
D)  All of these are true of sales messages sent via direct mail.E) A) and C)
F) None of the above

Exam 8: Persuasive Messages

One effective strategy for crafting online sales messages is letting receivers know how they may opt out of receiving future messages.

Correct AnswerverifiedShow Answer

Persuasion is necessary when

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Which of the following will increase the effectiveness of an online sales message?

Correct AnswerverifiedShow Answer

Your primary goal in writing a sales or marketing message is to

Correct AnswerverifiedShow Answer

As a persuasive writer, you should practice all of the following except

Correct AnswerverifiedShow Answer

Which of the following is true of sales messages sent through direct mail?

Correct AnswerverifiedShow Answer

Techniques to elicit audience desire and overcome reader resistance in a marketing message include all of the following except

Correct AnswerverifiedShow Answer

Your primary goal in writing a sales message is to get someone to devote a few moments of attention to it.

Correct AnswerverifiedShow Answer

Rational appeals focus on making or saving money, increasing efficiency, and

Correct AnswerverifiedShow Answer

In the closing of a persuasive request, your goal is to prove the merit of your request.

Correct AnswerverifiedShow Answer

Claim messages should include a blow-by-blow chronology of the details of the problem to adequately inform the reader of the problem.

Correct AnswerverifiedShow Answer

You want to propose a workplace change to your employer. Which of these is the best advice for you?

Correct AnswerverifiedShow Answer

In crafting e-mail sales messages, the term above the fold refers to

Correct AnswerverifiedShow Answer

Claim messages should appeal to the receiver's sense of responsibility and pride in the company's good name.

Correct AnswerverifiedShow Answer

The primary channel that consumers use to interact with brands today is

Correct AnswerverifiedShow Answer

Use an emotional appeal when the

Correct AnswerverifiedShow Answer

When using the indirect strategy in a persuasive message, you should place the reasons and explanations

Correct AnswerverifiedShow Answer

Which of the following situations would most likely require persuasion within an organization?

Correct AnswerverifiedShow Answer

Select the most effective opening for a persuasive request that invites a state representative to speak at your organization's Flag Day celebration.

Correct AnswerverifiedShow Answer

Learning the techniques of sales writing can help you

Correct AnswerverifiedShow Answer

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