Question 1

When a manager writes a persuasive memo to employees using the indirect pattern, his or her goals are to present a strong but honest argument and to avoid manipulation or trickery.

Accepted Answer

A) True 
 B)False

Question 2

A sales message should use a rational appeal or an emotional appeal, but never both.

Accepted Answer

A) True 
 B)False

Question 3

Which of the following illustrates a testimonial?

Accepted Answer

A)   After completing your training, I received job offers from three interviews in one week!
B)   We are confident that your skills in applying for and interviewing for jobs 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.E) A) and B)
F) A) and C)

Question 4

Because managers are less resistant to change than others are, your persuasive memo is likely to elicit a positive response if you ask immediately for the desired change.

Accepted Answer

A) True 
 B)False

Question 5

Aaron is writing a persuasive request to his supervisor. What should he do in the closing of his message?

Accepted Answer

A)   Describe his request in detail.
B)   Motivate his supervisor to take action.
C)   Overcome any resistance that his supervisor might have to his request.
D)   Repeat all the logical reasons supporting his request.E) B) and D)
F) A) and D)

Question 6

You can reduce resistance to your persuasive request by establishing your credibility, demonstrating your competence, and showing the value of your proposal.

Accepted Answer

A) True 
 B)False

Question 7

The opening of a sales letter is one of its most critical elements.

Accepted Answer

A) True 
 B)False

Question 8

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 optional overtime opportunities during the following monthE) A) and D)
F) B) and C)

Question 9

When requesting a favor or action, you should discuss only the direct benefits to the reader because indirect benefits are not persuasive.

Accepted Answer

A) True 
 B)False

Question 10

Lynette received unsatisfactory service at a recent business dinner. In her persuasive claim letter to the restaurant manager, she should enclose a copy of her restaurant receipt.

Accepted Answer

A) True 
 B)False

Question 11

Which of the following is the best closing for a memo persuading the CEO of your company to adopt a wellness program?

Accepted Answer

A)   Please e-mail me at your earliest convenience with your decision.
B)   E-mailing me by August 1 about your support of this new wellness program will allow me to present this proposal at the next strategic planning session.
C)   If you have any further questions about this new wellness program, please do not hesitate to contact me.
D)   We really need to implement this new wellness program soon.E) B) and C)
F) A) and B)

Question 12

In a letter asking a local business owner to speak at a meeting of your college's Phi Beta Lambda chapter, you tell the reader that she will be providing inspiration to current business students and future business owners. This is an example of an indirect benefit to the reader.

Accepted Answer

A) True 
 B)False

Question 13

The best way to begin a persuasive request is to

Accepted Answer

A)   begin with a neutral but unrelated buffer that leads into the request.
B)   immediately prove the merit of your request.
C)   capture the reader's attention and interest.
D)   explain your request logically and concisely.E) A) and B)
F) A) and C)

Question 14

Learning to compose effective sales and marketing messages benefits you because

Accepted Answer

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.E) A) and D)
F) All of the above

Question 15

Hannah is a sales rep for a business security firm. Because she anticipates her client will resist installing a new alarm system, an effective persuasive technique is

Accepted Answer

A)   revealing her purpose immediately to save everyone's time.
B)   offering a bribe or kickback to the purchasing officer.
C)   laying a logical foundation before she makes the request.
D)   focusing on the negative consequences of not buying a new alarm.E) All of the above
F) None of the above

Question 16

Jonathan is writing a persuasive claim letter to his wireless carrier asking for a refund for days on which his service was poor. Because he expects resistance, what should he do?

Accepted Answer

A)   Appeal to the receiver's sense of responsibility and pride in the company's good name
B)   Begin by asking directly for what he wants
C)   Address the letter to a department or "To Whom It May Concern"
D)   Show specifically how the receiver or the receiver's company caused the problemE) B) and D)
F) None of the above

Question 17

Persuasive requests are generally more effective when they are written using the ___________ organizational pattern.

Accepted Answer

indirect
Explanation: Persuasive request...

Question 18

Only those in sales and marketing can benefit from learning to write effective sales and marketing messages.

Accepted Answer

A) True 
 B)False

Question 19

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)   readers have a college education.E) B) and C)
F) C) and D)

Question 20

Effective persuasive claim letters

Accepted Answer

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.E) C) and D)
F) A) and D)

Exam 8: Persuasive and Sales Messages

Aaron is writing a persuasive request to his supervisor. What should he do in the closing of his message?

Correct AnswerverifiedShow Answer

The best way to begin a persuasive request is to

Correct AnswerverifiedShow Answer

Lynette received unsatisfactory service at a recent business dinner. In her persuasive claim letter to the restaurant manager, she should enclose a copy of her restaurant receipt.

Correct AnswerverifiedShow Answer

Which of the following illustrates a testimonial?

Correct AnswerverifiedShow Answer

Which of the following is the best closing for a memo persuading the CEO of your company to adopt a wellness program?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

When requesting a favor or action, you should discuss only the direct benefits to the reader because indirect benefits are not persuasive.

Correct AnswerverifiedShow Answer

The opening of a sales letter is one of its most critical elements.

Correct AnswerverifiedShow Answer

When a manager writes a persuasive memo to employees using the indirect pattern, his or her goals are to present a strong but honest argument and to avoid manipulation or trickery.

Correct AnswerverifiedShow Answer

Jonathan is writing a persuasive claim letter to his wireless carrier asking for a refund for days on which his service was poor. Because he expects resistance, what should he do?

Correct AnswerverifiedShow Answer

Use an emotional appeal when the

Correct AnswerverifiedShow Answer

A sales message should use a rational appeal or an emotional appeal, but never both.

Correct AnswerverifiedShow Answer

Hannah is a sales rep for a business security firm. Because she anticipates her client will resist installing a new alarm system, an effective persuasive technique is

Correct AnswerverifiedShow Answer

Effective persuasive claim letters

Correct AnswerverifiedShow Answer

Because managers are less resistant to change than others are, your persuasive memo is likely to elicit a positive response if you ask immediately for the desired change.

Correct AnswerverifiedShow Answer

Learning to compose effective sales and marketing messages benefits you because

Correct AnswerverifiedShow Answer

Persuasive requests are generally more effective when they are written using the ___________ organizational pattern.

Correct AnswerverifiedindirectExplanation: Persuasive request...View AnswerShow Answer

In a letter asking a local business owner to speak at a meeting of your college's Phi Beta Lambda chapter, you tell the reader that she will be providing inspiration to current business students and future business owners. This is an example of an indirect benefit to the reader.

Correct AnswerverifiedShow Answer

Only those in sales and marketing can benefit from learning to write effective sales and marketing messages.

Correct AnswerverifiedShow Answer

You can reduce resistance to your persuasive request by establishing your credibility, demonstrating your competence, and showing the value of your proposal.

Correct AnswerverifiedShow Answer

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indirect
Explanation: Persuasive request...
View Answer

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