Chapter 08 Persuasive Messages

Chapter 08 Persuasive Messages
1. Persuasion in today's businesses focuses on _______.

a. manipulating the facts to bolster sales
b. generating and sending messages using only electronic media
c. influencing others
d. writing direct messages
ANSWER: c
RATIONALE: As businesses change their hierarchies, persuasive skills are becoming ever more important at work as
teams and managers abandon the traditional command structure and focus instead on influencing
others.
POINTS: 1
DIFFICULTY: Easy
REFERENCES: p. 226
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJE ESBC.GULO.23.08.01 - 08.01
CTIVES:
NATIONAL STANDUnited States - BUSPROG.ESBC.GULO.23.06.04 - DISC.ESBC.GULO.23.06.04
ARDS:
TOPICS: Understanding Persuasion in the Contemporary Workplace
KEYWORDS: Bloom's: Remember
DATE CREATED: 1/11/2022 2:02 PM
DATE MODIFIED: 1/13/2022 1:45 PM
2. Persuasion is necessary when _______.

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
ANSWER: b
RATIONALE: Persuasion is necessary when we are making more than routine demands and facing skeptical
audiences.
POINTS: 1
DIFFICULTY: Easy
REFERENCES: p. 226
LEARNING OBJECTIVE ESBC.GULO.23.08.01 - 08.01
S:
NATIONAL STANDARDS United States - BUSPROG.ESBC.GULO.23.01.03 - DISC.ESBC.GULO.23.01.03
:
Copyright Cengage Learning. Powered by Cognero. Page 1
3. Which statement reflects how businesspeople today are using persuasion?
a. Because the number of persuasive messages Americans receive per day has declined, businesspeople do not
need to use persuasive skills as much as they did in the past.
b. Businesspeople are using persuasion as a means to manipulate others.
c. Because the number of persuasive messages that Americans receive per day has increased, business people
need to use pushy hard sell techniques to persuade effectively.
d. Businesspeople are using persuasive tactics that are more impersonal today than they were many years ago
ANSWER: d
RATIONALE: The only accurate statement is that persuasion is more impersonal today than it was many years ago,
largely because technology demands that marketers must appeal to diverse audiences.
POINTS: 1
DIFFICULTY: Moderate
REFERENCES: p. 227
CTIVES:
ARDS:
KEYWORDS: Bloom's: Understand
DATE MODIFIED: 1/30/2022 8:48 AM
4. Effective persuasion has the aim of _______ others.

a. manipulating
b. confusing
c. influencing
d. motivating
ANSWER: c
RATIONALE: Effective persuasion focuses on influencing others.
POINTS: 1
DIFFICULTY: Easy
REFERENCES: p. 226
LEARNING OBJECTIVES: ESBC.GULO.23.08.01 - 08.01
NATIONAL STANDARDS: United States - BUSPROG.ESBC.GULO.23.06.04 - DISC.ESBC.GULO.23.06.04
5. As a persuasive writer, which of the following should you practice?

a. Showing that you are truthful, experienced, and knowledgeable
b. Offering a bribe or kickback to ensure that you win over your audience
c. Emphasizing only the emotional aspect of your message, since emotions are always more powerful in
persuasion than logic
d. Emphasizing only the logical aspect of your message, since logic is always more powerful as a persuasive
tool than emotions
ANSWER: a
RATIONALE: To be an effective persuader, you should establish your credibility; make reasonable, specific
requests; tie facts to audience benefits; recognize the power of loss; expect and overcome resistance;
and share solutions and compromise. However, you should never bribe your audience because it is
illegal and unethical.
POINTS: 1
REFERENCES: p. 228
CTIVES:
ARDS: United States - BUSPROG.ESBC.GULO.23.02.02 - DISC.ESBC.GULO.23.02.02
6. Most persuasive requests should be organized _______.

a. directly
b. chronologically
c. quickly
d. indirectly
ANSWER: d
RATIONALE: Unlike direct claim messages, persuasive requests are generally more effective when they are
organized using the indirect strategy.
POINTS: 1
DIFFICULTY: Easy
REFERENCES: p. 228
LEARNING OBJECT ESBC.GULO.23.08.02 - 8.02
IVES:
NATIONAL STANDA United States - BUSPROG.ESBC.GULO.23.01.01 - DISC.ESBC.GULO.23.01.01
RDS:
TOPICS: Planning and Writing Persuasive Requests

7. Which one of the following messages requires the indirect strategy to persuade an audience?
a. Informing employees of an upcoming routine all-staff meeting
b. Announcing the hiring of a new sales director
c. Asking an employer for clarification about agreed-upon benefits such as vacation time
d. Requesting favors and action from coworkers
ANSWER: d
RATIONALE: The indirect strategy is needed when resistance is expected, such as when requesting favors and action
from coworkers. The other answer choices would be presented using the direct strategy.
POINTS: 1
REFERENCES: p. 228
CTIVES:
United States - BUSPROG.ESBC.GULO.23.06.07 - DISC.ESBC.GULO.23.06.07
KEYWORDS: Bloom's: Apply
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
ANSWER: c
RATIONALE: To overcome possible resistance, you must first lay a logical foundation before delivering the request,
which means that your reasons and explanations for the persuasive request should precede the main
idea.
POINTS: 1
DIFFICULTY: Easy
REFERENCES: p. 228
CTIVES:
ARDS:

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.
ANSWER: b
RATIONALE: To be persuasive, the opening must capture the reader's attention and interest by asking a stimulating
question, describing a problem, making an unexpected statement, suggesting reader benefits, or
offering praise or compliments.
POINTS: 1
REFERENCES: p. 228
CTIVES:
10. In which part of a persuasive request message should you motivate action?
a. The subject line
b. The opening
c. The body
d. The closing
ANSWER: d
RATIONALE: In the writing plan for persuasive requests, motivate action in the closing by specifically asking for a
particular action, making the action easy for the reader to take.
POINTS: 1
REFERENCES: p. 228
CTIVES:
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
ANSWER: d
RATIONALE: You reduce resistance by anticipating objections and offering counterarguments. Other effective
techniques include establishing your credibility, demonstrating your competence, and showing the
value of your proposal.
POINTS: 1
DIFFICULTY: Easy
REFERENCES: p. 228
CTIVES:
ARDS:
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
ANSWER: b
RATIONALE: The discussion of the positive impact on the community and the enthusiastic audience both focus on
indirect benefits to the reader.
POINTS: 1
REFERENCES: p. 228
CTIVES:
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
ANSWER: d
RATIONALE: The closing of a persuasive request should motivate action. To motivate action, ask for a particular
action that is easy to complete. Don't forget to show courtesy, respect, and gratitude toward your
reader as well.
POINTS: 1
DIFFICULTY: Easy
REFERENCES: p. 228
CTIVES:
ARDS:
14. In which part of the writing plan for persuasive requests should you focus on capturing the reader’s attention and
interest?
a. The opening
b. The body
c. The closing
d. The subject line
ANSWER: a
RATIONALE: The opening of a persuasive request message should capture the reader’s attention and interest and
can do so by describing a problem, making an unexpected statement, suggesting reader benefits,
offering praise or compliments, or asking a stimulating question.
POINTS: 1
REFERENCES: p. 228
CTIVES:
15. Persuasive claim messages are also called _______.

a. inquiries
b. adjustment messages
c. sales messages
d. complaint messages
ANSWER: d
RATIONALE: Persuasive claim messages are also called complaint messages.
POINTS: 1
DIFFICULTY: Easy
REFERENCES: p. 229
TOPICS: Writing Effective Persuasive Claims and Complaints
16. Persuasive claims are often written when _______.

a. products are damaged, wrong shipments are delivered, or mistakes in billing occur
b. problems are encountered with poor customer service
c. sending an adjustment request alerting the business of a billing error on a routine charge
d. a customer is dissatisfied with the quality of products offered
ANSWER: a
RATIONALE: Persuasive claim or complaint messages are often written for damaged products, mistaken billing,
inaccurate shipments, warranty problems, limited return policies, insurance problems, or faulty
merchandise. Routine billing errors follow a direct strategy.
POINTS: 1
DIFFICULTY: Easy
REFERENCES: p. 229
CTIVES:
ARDS:

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
ANSWER: b
RATIONALE: Anger, emotion, and blame placing are not effective persuaders. Effective claim messages make a
reasonable claim, present a logical case with clear facts, and adopt a moderate tone.
POINTS: 1
DIFFICULTY: Easy
REFERENCES: p. 229
CTIVES:
ARDS:
18. When developing a claim message, you should_______.

a. close the message by clearly specifying what you want done.
b. describe blow-by-blow the full chronology of the details
c. clearly express how upset you are about the issue
d. describe in detail what you will do if the reader does not comply with your request
ANSWER: a
RATIONALE: You can develop your claim message effectively by including only relevant details, enclosing any
relevant documents, and clearly specifying your resolution to the problem.
POINTS: 1
DIFFICULTY: Easy
REFERENCES: p. 229
CTIVES:
ARDS:
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
ANSWER: b
RATIONALE: The tone of your message is important. Your best approach is to remain calm and to use a moderate
tone to describe the problem and the action you are seeking to resolve the problem.
POINTS: 1
DIFFICULTY: Easy
REFERENCES: p. 229
CTIVES:
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.
ANSWER: a
RATIONALE: The most persuasive claim messages appeal to the receiver's sense of responsibility and pride in the
company's good name.
POINTS: 1
REFERENCES: p. 229
CTIVES:
21. Graciella is making a persuasive complaint at work. Which of these examples illustrate how to convey a complaint
logically, clearly, and unemotionally?
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!!
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.
ANSWER: d
RATIONALE: Claim messages should adopt a moderate tone, appeal to the receiver's sense of responsibility, and
specify needed actions. Only the response that specifies the number of employees impacted, the
duration of the service request, and the date repair is expected meets these criteria.
POINTS: 1
REFERENCES: p. 229
CTIVES:
22. Messages flowing downward refers to messages that are written_______.

a. from subordinates to supervisors
b. from supervisors to subordinates
c. from coworkers to fellow coworkers
d. from managers to customers
ANSWER: b
RATIONALE: Messages flowing downward refers to messages such as instructions or directives that are sent from
supervisors to subordinates.
POINTS: 1
REFERENCES: p. 232
LEARNING OBJECTIESBC.GULO.23.08.04 - 8.04
VES:
RDS:
TOPICS: Crafting Persuasive Messages in Digital Age Organizations
23. Which of the following situations would require a persuasive message travelling upward?
a. The HR department outlining company policy on personal use of e-mail.
b. An employee asking their supervisor to approve a pay increase.
c. Senior management asking employees to accept a pay cut to avoid layoffs or plant closings.
d. A supervisor informing employees about the new process for reporting overtime hours.
ANSWER: b
RATIONALE: Persuasive messages travelling upward are messages that come from employees to their supervisors,
asking supervisors to change views or take action. These messages require special sensitivity to tone.
POINTS: 1
REFERENCES: p. 232
CTIVES:
24. Which of the following messages to subordinates would require use of the indirect strategy?
a. Instructions for operating a new phone system recently installed in all offices.
b. Announcement of an all-employee meeting.
c. Requests to contribute to the organization's United Way campaign goal.
d. Discussion of new carpooling opportunities.
ANSWER: c
RATIONALE: Most messages delivered to subordinates in the workplace will follow the direct strategy when the
message gives instructions or directives––such as explaining how to operate a new phone system or
providing information regarding routine meetings––or delivers good news, such as new opportunities
for car-pooling. However, when the message asks employees to participate voluntarily in a program at
work or to contribute to an activity outside the workplace, the indirect strategy should be used to
create a persuasive appeal.
POINTS: 1
REFERENCES: p. 232
CTIVES:
ARDS:
25. Which of the following provides an ethical description of the use of persuasion in business?
a. Honesty is the best 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.
ANSWER: a
RATIONALE: In business, honesty is not just the best policy––it’s the only policy. It is never acceptable to
manipulate, misrepresent, or deceive others. Attacking the reader's position is seldom effective as
well.
POINTS: 1
REFERENCES: p. 232
CTIVES:
ARDS:
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.
ANSWER: c
RATIONALE: Being dishonest and misleading are not effective ways to communicate important messages.
Therefore, Corbin should be honest and provide the reasons for the increase in individual
contributions. He should also use warm words and a conversational tone to convey a caring attitude.
POINTS: 1
REFERENCES: p. 232
CTIVES:
27. You want to propose a workplace change to your employer. Which of these approaches uses facts, figures, and
evidence for presenting the proposal?
a. Provide anecdotes from several coworkers attesting that the proposed change will increase their productivity.
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.
ANSWER: d
RATIONALE: Evidence is critical when submitting a recommendation, so providing facts, figures, and evidence is
recommended. Additionally, when selling an idea to management, writers often are successful if they
make a strong case for saving or earning money.
POINTS: 1
REFERENCES: p. 232
CTIVES:
28. Which statement about direct-mail messages describes how companies are currently using direct mail?
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. Today’s companies prefer online marketing over direct mail.
d. The only companies that use direct mail are companies that have only a physical and not an online presence.
ANSWER: a
RATIONALE: Direct mail is an effective channel for personalized, tangible, three-dimensional messages that are less
invasive than telephone solicitations. Many companies still use direct mail as part of their
multichannel marketing campaigns to sell their products and services because direct mail outperforms
online marketing.
POINTS: 1
REFERENCES: p. 233
CTIVES:
ARDS:
TOPICS: Creating Effective Sales Messages in Print and Online
29. An effective direct-mail sales letter _______.

a. uses only rational appeals
b. uses only emotional appeals
c. presents information completely, using a personalized tone
d. is designed for a general audience
ANSWER: c
RATIONALE: Because direct mail is an expensive way to advertise, messages should present complete information
with a personalized tone for specific, well-targeted audiences.
POINTS: 1
REFERENCES: p. 235
CTIVES:
ARDS:
30. Which of the following is true of sales messages sent through direct mail?
a. They are considered less invasive by most consumers than telephone calls or unsolicited e-mail messages.
b. Sales messages sent through e-mail are more effective than those sent through direct mail.
c. Companies should focus on using sales messages sent through direct mail as their sole marketing strategy.
d. Direct mail is considered just as invasive as spam.
ANSWER: a
RATIONALE: Direct mail is a great channel for personalized, tangible messages because they are less invasive than
phone calls and unsolicited e-mail messages. It is also shown to have greater emotional impact.
POINTS: 1
DIFFICULTY: Easy
REFERENCES: p. 235
CTIVES:
ARDS:
TOPICS: Creating Effective Sales Message in Print and Online
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
ANSWER: c
RATIONALE: Whether you are promoting a product, a service, an idea, or yourself, your primary goal in writing a
sales or marketing message is getting your reader to spend some time reading the message.
POINTS: 1
DIFFICULTY: Easy
REFERENCES: p. 236
CTIVES:
ARDS:
32. AIDA, the indirect strategy for persuasive messages, seeks to gain the attention, interest, ________, and action of the
audience.
a. direction
b. desire
c. devotion
d. discernment
ANSWER: b
RATIONALE: When persuading consumers, professional marketers and salespeople follow the AIDA strategy,
which stands for attention, interest, desire, and action.
POINTS: 1
DIFFICULTY: Easy
REFERENCES: p. 236
CTIVES:
ARDS:
TOPICS: Creating Effective Sales Message in Print and Online
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.
ANSWER: a
RATIONALE: Step 2 of the AIDA persuasive process is to build interest by describing the benefits a product or
service offers and by making rational or emotional appeals. The body should also elicit desire and
reduce resistance.
POINTS: 1
DIFFICULTY: Easy
REFERENCES: p. 236
CTIVES:
ARDS:
34. Learning the techniques of sales writing _______.

a. is only relevant for those who specialize in this type of writing
b. can help you recognize sales strategies directed at you
c. is a waste of time because you will probably never have to write a sales message
d. involves learning techniques that are too difficult for the average person to apply
ANSWER: b
RATIONALE: Even if you never have to write a sales letter on the job, learning the techniques can help you be a
more effective communicator, recognize sales strategies directed at you, and make you a more
perceptive consumer of ideas, products, and services.
POINTS: 1
DIFFICULTY: Easy
REFERENCES: p. 237
CTIVES:
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.
ANSWER: a
RATIONALE: In the opening you can offer something valuable; promise a benefit; ask a question; or provide a
quotation, fact, product feature, testimonial, startling statement, or personalized action setting.
Building interest and desire occur in the body; motivating the reader to take action and promising
incentives occur in the closing.
POINTS: 1
DIFFICULTY: Easy
REFERENCES: p. 237
CTIVES:
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
ANSWER: c
RATIONALE: You build interest by clearly describing the product or service and by using simple language to
emphasize central selling points.
POINTS: 1
DIFFICULTY: Easy
REFERENCES: p. 237
LEARNING OBJECTI ESBC.GULO.23.08.05 - 8.05
VES:
RDS:
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
ANSWER: b
RATIONALE: Rational appeals are associated with reason and intellect. They translate selling points into references
to making or saving money, increasing efficiency, or making the best use of resources.
POINTS: 1
DIFFICULTY: Easy
REFERENCES: p. 238
CTIVES:
ARDS:
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
ANSWER: d
RATIONALE: Emotional appeals focus on status, ego, and sensual feelings.
POINTS: 1
DIFFICULTY: Easy
REFERENCES: p. 238
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
ANSWER: b
RATIONALE: You should use emotional appeals when a product is inexpensive, short-lived, or nonessential.
POINTS: 1
DIFFICULTY: Easy
REFERENCES: p. 238
CTIVES:
40. Which of the following is an 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.
ANSWER: b
RATIONALE: Emotional appeals focus on status, ego, and sensual feelings. Saying that a car will surround the
customer in well-earned safety and luxury creates a sales message that appeals to the buyer's ego.
POINTS: 1
REFERENCES: p. 238
CTIVES:
41. Marketing messages use testimonials, money-back guarantees, and free samples or trials as techniques to elicit
audience desire and_______.
a. guarantee customer loyalty
b. earn more money
c. overcome resistance
d. improve brand awareness
ANSWER: c
RATIONALE: Overcome resistance and elicit desire by offering free samples or trials, testimonials, guarantees or
warranties, names of satisfied customers, and performance polls.
POINTS: 1
DIFFICULTY: Easy
REFERENCES: pp. 238-239
CTIVES:
ARDS:
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.
ANSWER: a
RATIONALE: A testimonial is a statement from a satisfied customer. The response illustrating a testimonial is "After
completing your training, I received job offers from three employers in one week!"
POINTS: 1
REFERENCES: p. 238
CTIVES:
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.
ANSWER: a
RATIONALE: "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" reduces resistance and builds desire. All other
sentences do not anticipate possible audience objections and questions.
POINTS: 1
CTIVES:
44. Byron has ended a sales message with the sentence Book your vacation by May 15 to receive our reduced rate. What
technique is he using to motivate action?
a. Offering a gift
b. Limiting the offer
c. Setting a deadline
d. Guaranteeing satisfaction
ANSWER: c
RATIONALE: Bryon is setting a deadline to motivate action.
POINTS: 1
REFERENCES: p. 239
CTIVES:
45. Effective closings for sales messages should take a multi-faceted approach to motivating action: offer a gift, provide
an incentive, set a deadline, and guarantee satisfaction. Which of the following statements illustrate this multi-faceted
approach to motivating action?
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.
ANSWER: d
RATIONALE: You can motivate action in your closing if you make it easy for readers to act and include additional
motivators. By providing a toll-free phone number, offering an end date, and guaranteeing results or a
refund, you effectively motivate action.
POINTS: 1
REFERENCES: p. 239
CTIVES:

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
ANSWER: a
RATIONALE: E-mail is the primary channel that consumers use to interact with brands today. In addition, it is the
most used channel for written, personal communication.
POINTS: 1
DIFFICULTY: Easy
REFERENCES: p. 239
CTIVES:
ARDS:
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
ANSWER: c
RATIONALE: Much like traditional direct mail, e-mail marketing can attract new customers, keep existing ones,
encourage future sales, cross-sell, and cut costs.
POINTS: 1
DIFFICULTY: Easy
REFERENCES: p. 240
LEARNING OBJECESBC.GULO.23.08.05 - 8.05
TIVES:
NATIONAL STAND United States - BUSPROG.ESBC.GULO.23.01.02 - DISC.ESBC.GULO.23.01.02
ARDS:
48. In crafting e-mail sales messages, the term above the fold refers to_______.
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. placing the main information of your message within the first screen
ANSWER: c
RATIONALE: "Above the fold" means that you put your primary points early in the message so that they capture
the reader's attention.
POINTS: 1
DIFFICULTY: Easy
REFERENCES: p. 242
VES:
NATIONAL STANDAR United States - BUSPROG.ESBC.GULO.23.01.01 - DISC.ESBC.GULO.23.01.01
DS:
49. Which of the following will increase the effectiveness of an online sales message?
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.
ANSWER: a
RATIONALE: Effective online sales messages are sent to those who have given permission. Other good techniques
include using a catchy subject line, using a minimum of text, keeping main information "above the
fold," making the message short and conversational, and conveying urgency.
POINTS: 1
REFERENCES: p. 242
CTIVES:
ARDS:
50. Which of the following is true about short persuasive messages submitted online?
a. All four parts of the AIDA strategy must be incorporated.
b. Social media are primarily suited for overt selling.
c. Twitter should be avoided because the 140-character limit prevents messages from being effective.
d. Tweets and other online posts can be used to project a professional, positive image.
ANSWER: d
RATIONALE: Although social media are not primarily suited for overt selling, more and more individuals are using
social network posts to promote and build their businesses, causes, and online personas. Additionally,
many individuals have found that Twitter, despite its character limitations, can be an effective
medium to persuade others -- though tweets may include only two parts of the AIDA strategy.
POINTS: 1
CTIVES:
ARDS:
51. Persuasion used in today's business environment focuses on manipulating others.

a. True
b. False
ANSWER: False
RATIONALE: Persuasion used in today's business environment focuses on influencing, not manipulating,
others.
POINTS: 1
DIFFICULTY: Easy
REFERENCES: p. 226
QUESTION TYPE: True / False

52. You will need to use persuasion if you anticipate resistance.
a. True
b. False
ANSWER: True
RATIONALE: Persuasion is needed when you are making more than routine demands and facing skeptical
audiences.
POINTS: 1
DIFFICULTY: Easy
REFERENCES: p. 226
CTIVES:
53. In helping us understand how persuasion works, Perloff emphasizes that persuasion is most successful when people
are_______.
a. forced to comply
b. given free choice in how to respond
c. strongly pressured using emotional appeals
d. strongly pressured using logical appeals
ANSWER: b
RATIONALE: In helping us understand how persuasion works, Perloff emphasizes that the message should be
transmitted in an atmosphere of free choice.
POINTS: 1
DIFFICULTY: Easy
LEARNING OBJEC ESBC.GULO.23.08.01 - 08.01
TIVES:
NATIONAL STAND United States - BUSPROG.ESBC.GULO.23.06.04 - DISC.ESBC.GULO.23.06.04
ARDS:
DATE CREATED: 1/13/2022 11:17 AM
54. Robert Cialdini’s model illustrating persuasion describes six psychological triggers: reciprocation, commitment, social
proof, liking, authority, and _______.
a. scarcity
b. abundance
c. domination
d. antipathy
ANSWER: a
RATIONALE: The six triggers are reciprocation, commitment, social proof, liking, authority and scarcity. Each of
these weapons of influence motivates us to say yes or no without much thinking or awareness. Once
you are aware of what these triggers are and how they work, then you will be able to resist unethical
and manipulative persuasion more easily.
POINTS: 1
DIFFICULTY: Easy
CTIVES:
ARDS:
55. The process of influencing others is usually a(n) _______ process.

a. almost impossible
b. gradual and slow
c. intermittent
d. easy
ANSWER: b
RATIONALE: People often have strongly entrenched views. Persuading people to change these views requires
careful thought and a strategy on how to best proceed in influencing them.
POINTS: 1
DIFFICULTY: Easy
CTIVES:
ARDS:

56. Pushy hard-sell persuasive techniques are waning because today’s consumers are _______.
a. well-informed, have many choices, and can be fickle
b. more influenced by social media and other communication channels
c. tired of being bombarded by persuasive messages and have learned to ignore them
d. easily manipulated by other types of persuasive techniques
ANSWER: a
RATIONALE: Today’s consumers are better informed, have many more choices than they had in the past, and can be
fickle. Pushy hard-sell persuasive techniques have become outdated.
POINTS: 1
DIFFICULTY: Easy
CTIVES:
ARDS:
57. Citing others' expert opinions and research to support your position is an effective way to establish your credibility for
a persuasive message.
a. True
b. False
ANSWER: True
RATIONALE: Establishing personal credibility is a vital component of persuasion. You should show that you are
truthful, experienced, and knowledgeable, and you should use others' expert opinions and research to
support your position.
POINTS: 1
DIFFICULTY: Easy
REFERENCES: p. 228
CTIVES:
ARDS:
58. When creating a persuasive message, you should expect and overcome resistance.
a. True
b. False
ANSWER: True
RATIONALE: You should anticipate audience opposition because of conflicting beliefs, values, and attitudes and
overcome this resistance by countering with well-reasoned arguments and facts.
POINTS: 1
DIFFICULTY: Easy
REFERENCES: p. 228
CTIVES:
ARDS:
59. Both direct claim messages and persuasive requests should begin with the main idea.
a. True
b. False
ANSWER: False
RATIONALE: Direct claim messages are straightforward and organized directly with the main idea presented first.
Persuasive requests, on the other hand, should begin with the reasons and explanations.
POINTS: 1
DIFFICULTY: Easy
REFERENCES: p. 228
CTIVES:
ARDS:
60. Persuasive requests are generally more effective when they are organized directly.
a. True
b. False
ANSWER: False
RATIONALE: Persuasive requests are generally more effective when they are organized indirectly.
POINTS: 1
DIFFICULTY: Easy
REFERENCES: p. 228
61. The opening of a persuasive request should gain your reader's attention and interest.
a. True
b. False
ANSWER: True
RATIONALE: An effective opening for a persuasive request gains the reader's attention and interest.
POINTS: 1
DIFFICULTY: Easy
REFERENCES: p. 228
CTIVES:
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
ANSWER: True
RATIONALE: Making an unexpected statement, suggesting reader benefits, offering praise or compliments, and
asking a stimulating question are all effective techniques to capture the reader's attention and interest
in a persuasive request.
POINTS: 1
DIFFICULTY: Easy
REFERENCES: p. 228
CTIVES:

ARDS:
63. The body of a persuasive request should motivate action.

a. True
b. False
ANSWER: False
RATIONALE: The body of a persuasive request should build interest, explain logically and concisely the purpose of
the request, and reduce resistance.
POINTS: 1
DIFFICULTY: Easy
REFERENCES: p. 228
CTIVES:
64. To reduce resistance in a persuasive request, you should offer_______.

a. bribes
b. threats
c. flattery and compliments
d. counterarguments
ANSWER: d
RATIONALE: Offering counterarguments is an effective technique to reduce resistance. You can also reduce
resistance by establishing your credibility and competence, including direct and indirect reader
benefits, and showing the value of your request.
POINTS: 1
DIFFICULTY: Easy
CTIVES:
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
ANSWER: False
RATIONALE: Both direct and indirect benefits can be persuasive.
POINTS: 1
DIFFICULTY: Easy
REFERENCES: p. 228
CTIVES:
66. In the closing of a persuasive request, your goal is to prove the merit of your request.
a. True
b. False
ANSWER: False
RATIONALE: The body of a persuasive request should prove the merit of the request. Your closing should motivate
action; ask for a particular action; make the action easy to take; and show courtesy, respect, and
gratitude.
POINTS: 1
DIFFICULTY: Easy
REFERENCES: p. 228
CTIVES:
67. Another name for a complaint message is a claim message.
a. True
b. False
ANSWER: True
RATIONALE: Another name for a complaint message is a claim message.
POINTS: 1
DIFFICULTY: Easy
REFERENCES: 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
ANSWER: True
RATIONALE: Persuasive claim or complaint messages may involve damaged products, mistaken billing, inaccurate
shipments, warranty problems, limited return policies, insurance snafus, or faulty merchandise.
POINTS: 1
DIFFICULTY: Easy
REFERENCES: p. 229
CTIVES:
ARDS:
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
ANSWER: False
RATIONALE: Effective claim messages make a reasonable and valid request, present a logical case with clear facts,
and adopt a moderate tone. Anger and emotion are not effective persuaders.
POINTS: 1
DIFFICULTY: Easy
REFERENCES: p. 229
CTIVES:
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
ANSWER: False
RATIONALE: As a writer of a claim message, don't provide a blow-by-blow chronology of details; just hit the
highlights.
POINTS: 1
DIFFICULTY: Easy
REFERENCES: p. 229
LEARNING OBJECTIVE ESBC.GULO.23.08.03 - 8.03
S:
NATIONAL STANDARD United States - BUSPROG.ESBC.GULO.23.01.06 - DISC.ESBC.GULO.23.01.06
S:
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
ANSWER: True
RATIONALE: Anyone writing a claim message should enclose copies of relevant receipts, invoices, shipping
orders, warranties, and payments.
POINTS: 1
DIFFICULTY: Easy
REFERENCES: p. 229
LEARNING OBJECTIESBC.GULO.23.08.03 - 8.03
VES:
RDS:
72. In developing a claim message, you should leave the adjustment (or solution) up to the receiver so that you do not
sound too demanding.
a. True
b. False
ANSWER: False
RATIONALE: A claim message should close with a clear statement of what you want done: a refund, replacement,
credit to your account, or other action. Be sure to think through your possibilities and make your
request reasonable.
POINTS: 1
DIFFICULTY: Easy
REFERENCES: p. 229
CTIVES:
ARDS:
73. Claim messages should appeal to the receiver's sense of responsibility and pride in the company's good name.
a. True
b. False
ANSWER: True
RATIONALE: Effective claim messages appeal to the receiver's sense of responsibility and pride in the company's
good name.
POINTS: 1
DIFFICULTY: Easy
REFERENCES: p. 229
CTIVES:
74. Directives moving downward from superiors to subordinates usually follow the indirect strategy.
a. True
b. False
ANSWER: False
RATIONALE: Instructions or directives moving downward from superiors to subordinates usually require little
persuasion; thus they usually follow the direct strategy by stating the purpose immediately.
POINTS: 1
DIFFICULTY: Easy
REFERENCES: p. 232
CTIVES:
ARDS:
TOPICS: Crafting Persuasive Messages in Digital-Age Organizations
75. A manager's goals in writing a persuasive memo to employees using the indirect strategy are to present a strong but
honest argument and to avoid manipulation or trickery.
a. True
b. False
ANSWER: True
RATIONALE: In business honesty is the only policy. Because employees see right through misrepresentation, the
indirect strategy is effective only when supported by accurate, honest evidence.
POINTS: 1
DIFFICULTY: Easy
REFERENCES: p. 232
CTIVES:
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
ANSWER: True
RATIONALE: Messages flowing downward in an organization require attention to tone. Warm words and a
conversational tone convey a caring attitude, which increases the likelihood that the request will be
accepted.
POINTS: 1
REFERENCES: p. 232
CTIVES:
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
ANSWER: True
RATIONALE: When selling an idea to management, writers often are successful if they make a strong case for
saving or earning money.
POINTS: 1
REFERENCES: p. 232
CTIVES:
78. Messages to management are more persuasive when they include words such as "you must" or "we should."
a. True
b. False
ANSWER: False
RATIONALE: Persuasive messages traveling upward in an organization require a special sensitivity to tone. To
avoid sounding pushy or argumentative, use words such as "suggest" or "recommend" rather than
"you must" or "we should."
POINTS: 1
DIFFICULTY: Easy
CTIVES:
79. A successful persuasive message is typically longer than a direct message.

a. True
b. False
ANSWER: True
RATIONALE: A successful persuasive message typically takes more space than a direct message because proving
a case requires evidence.
POINTS: 1
DIFFICULTY: Easy
REFERENCES: p. 233
VES:
RDS:
80. Traditional direct-mail marketing is more effective than online marketing.

a. True
b. False
ANSWER: True
RATIONALE: Despite ever-increasing spending on digital and mobile advertising, traditional direct-mail marketing
still outperforms online marketing. Therefore, businesses still use traditional sales letters as an
important tool for reaching customers and prospects.
POINTS: 1
DIFFICULTY: Easy
REFERENCES: p. 235
CTIVES:
ARDS:
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
ANSWER: True
RATIONALE: Your primary goal in writing a sales message is to get someone to devote a few moments of attention
to it.
POINTS: 1
DIFFICULTY: Easy
REFERENCES: p. 236
CTIVES:
82. The most effective sales messages follow the AIDA strategy, which seeks to elicit desire in the closing.
a. True
b. False
ANSWER: False
RATIONALE: Whether selling a product, a service, an idea, or an individual, sales messages are most effective when
they follow the AIDA strategy, which seeks to elicit desire in the body of the message.
POINTS: 1
DIFFICULTY: Easy
REFERENCES: p. 236
CTIVES:
ARDS:
83. The opening of a sales message is less important than the body.
a. True
b. False
ANSWER: False
RATIONALE: One of the most critical elements of a sales message is its opening paragraph, the attention-
getter.
POINTS: 1
DIFFICULTY: Easy
REFERENCES: 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
ANSWER: True
RATIONALE: This is a rational appeal because it includes references to saving money.
POINTS: 1
REFERENCES: p. 238

CTIVES:
85. Learning how to write sales messages can help you as both a professional communicator and a consumer.
a. True
b. False
ANSWER: True
RATIONALE: Learning the techniques of sales writing can increase your success in any communication requiring
persuasion and promotion. It can also help you recognize sales strategies directed at you, making you
a more perceptive consumer of ideas, products, and services.
POINTS: 1
DIFFICULTY: Easy
REFERENCES: p. 235
CTIVES:
ARDS:
86. Effective sales messages focus on three to five selling points to keep the reader interested.
a. True
b. False
ANSWER: False
RATIONALE: Effective sales messages are short, focusing on one or two central selling points.
POINTS: 1
DIFFICULTY: Easy
REFERENCES: p. 242

87. One effective strategy for crafting online sales messages is letting receivers know how they may opt out of receiving
future messages.
a. True
b. False
ANSWER: True
RATIONALE: It's polite and a good business tactic to include a statement that tells receivers how to be removed
from the sender's mailing database.
POINTS: 1
DIFFICULTY: Easy
REFERENCES: p. 242
CTIVES:
88. Online sales messages are generally shorter than direct-mail messages.
a. True
b. False
ANSWER: True
RATIONALE: Online sales messages are much shorter than direct mail, feature colorful graphics, and occasionally
even come with sound or video clips. They offer a richer experience to readers who can click
hyperlinks at will to access content that interests them.
POINTS: 1
DIFFICULTY: Easy
REFERENCES: p. 242
CTIVES:
ARDS:
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
ANSWER: False
RATIONALE: E-mails should be top heavy; that is, primary points should appear early in the message to capture the
reader's attention.
POINTS: 1
DIFFICULTY: Easy
REFERENCES: p. 242
CTIVES:
90. Tweets are effective in persuading others only if they include all four parts of the AIDA strategy.
a. True
b. False
ANSWER: False
RATIONALE: Although social media are not primarily suited for overt selling, tweets and other online posts are
being used to influence others and to project a professional, positive online presence. Because of its
compact format of 140 characters or fewer, however, Twitter often includes only attention getters and
calls for action (not the full four-part AIDA strategy).
POINTS: 1
DIFFICULTY: Easy
CTIVES:
ARDS:
91. You will save 10 percent off and free shipment on purchases greater than $50 is an example of a(n)_______.
a. emotional appeal
b. rational appeal
c. dual appeal
d. ethical appeal
ANSWER: b
RATIONALE: This is a rational appeal because it includes a reference to making or saving money.
POINTS: 1
REFERENCES: p. 226
CTIVES:
92. According to Richard Perloff, reactance is_______.

a. a defensive strategy of resistance that people experience when they feel pressured to act in a certain way
b. a normal reaction to any type of persuasive request
c. a plan that you make in developing your persuasive strategy
d. the result of implementing a successful persuasive strategy
ANSWER: a
RATIONALE: Reactance is the term that psychologists use to describe a defensive strategy of resistance that humans
adopt when they feel cornered, robbed of their autonomy, or restricted in their options by others.
POINTS: 1
DIFFICULTY: Easy
REFERENCES: p. 226
CTIVES:
ARDS:
93. In which part of a persuasive request should you build interest, explain the purpose of the request logically and
concisely, prove its merit, and reduce resistance?
a. The opening
b. The body

c.
The closing
d.
Between the body and the closing
ANSWER: b
RATIONALE: In the body of a persuasive request, you should build interest, explain the purpose of the request
logically and concisely, prove its merit, and reduce resistance. You should also focus on the reader’s
direct and indirect benefits, reduce resistance, elicit a desire to comply, anticipate objections, offer
counterarguments, establish credibility, demonstrate competence, and show the value of your
proposal.
POINTS: 1
DIFFICULTY: Easy
REFERENCES: p. 226
CTIVES:
94. In which part of a persuasive request should you motivate action?

a. The opening
b. The body
c. The closing
d. In all three parts of the message
ANSWER: c
RATIONALE: You should motivate action in the closing of a persuasive request.
POINTS: 1
DIFFICULTY: Easy
REFERENCES: p. 226
CTIVES:
95. What type of persuasive messages are used to complain about damaged products, mistaken billing, inaccurate
shipments, warranty problems, limited return policies, insurance snafus, faulty merchandise, and other problems?
a. Sales letters
b. Direct mail messages
c. Persuasive claim messages
d. E-mail sales messages
ANSWER: c
RATIONALE: When consumers need to complain about faulty service or products, they write persuasive claim
messages, which are also called complaint messages.
POINTS: 1
DIFFICULTY: Easy
REFERENCES: p. 226
CTIVES:
ARDS:
96. Retargeting is a practice whereby marketers_______.

a. identify consumers who have visited their website and follow up by sending them e-mails advertising their
products
b. identify consumers who have visited their stores and follow up by sending them e-mails advertising their
products
c. identify consumers who have e-mailed them and follow up with direct mailpieces
d. identify consumers who have visited their website, match their name to a postal address, and follow up with a
direct mailpiece
ANSWER: d
RATIONALE: Retargeting is the act of targeting again the consumers who have previously visited a brand’s website
by finding their postal address and sending them direct mailpieces from the brand whose website they
visited.
POINTS: 1
DIFFICULTY: Easy
REFERENCES: p. 226
CTIVES:
ARDS:
97. The following techniques––delay mentioning the price until after you have created a desire for the product, show the
price in small units, demonstrate how the reader saves money, and compare the prices with those of a competitor––are all
examples of_______.
a. reducing resistance and building desire
b. motivating action
c. anticipating objections
d. capturing attention
ANSWER: a
RATIONALE: Step 3 of the AIDA PERSUASIVE PROCESS is to reduce resistance, reassure the reader, and elicit
desire; the techniques included here are effective at achieving this goal.
POINTS: 1
DIFFICULTY: Easy
REFERENCES: p. 226
CTIVES:
ARDS:
98. Tweets and online posts can be used to influence others and project a professional, positive online presence. In
persuasive tweets and posts, writers generally try to_______.
a. pitch offers or draw attention to interesting events, sales, and media links
b. repeat the same information that is on the website so that the message is driven home to the audience
c. repeat the same information that is in e-mail sales messages in case customers don’t check their e-mails
d. offer personal information about employees in order to create a personal connection with the company
ANSWER: a
RATIONALE: In persuasive tweets and posts, writers usually try to pitch offers, prompt specific responses, or draw
the attention of their audience to interesting events, sales, and media links. These posts need to be
catchy and intriguing.
POINTS: 1
DIFFICULTY: Easy
REFERENCES: p. 226
CTIVES:
ARDS:
99. A rational appeal focuses on_______.

a. making or saving money, increasing efficiency, or making good use of resources
b. status, ego, and sensual feelings
c. values, morals, and ethics
d. logic and facts
ANSWER: a
RATIONALE: Rational appeals focus on saving money, increasing efficiency, or making good use of
resources.
POINTS: 1
DIFFICULTY: Easy
REFERENCES: p. 226

100. What is a dual appeal?

a. An emotional and ethical appeal
b. A rational and ethical appeal
c. A rational and an emotional appeal
d. A feature and a benefit
ANSWER: c
RATIONALE: A dual appeal is one that includes both emotion and rational appeals.
POINTS: 1
DIFFICULTY: Easy
REFERENCES: p. 226

Chapter 08 Persuasive Messages

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Chapter 08 Persuasive Messages

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Chapter 08 Persuasive Messages

1. Persuasion in today's businesses focuses on _______.

2. Persuasion is necessary when _______.

4. Effective persuasion has the aim of _______ others.

5. As a persuasive writer, which of the following should you practice?

6. Most persuasive requests should be organized _______.

Copyright Cengage Learning. Powered by Cognero. Page 3

Copyright Cengage Learning. Powered by Cognero. Page 4

13. The closing of a persuasive request should _______.

15. Persuasive claim messages are also called _______.

16. Persuasive claims are often written when _______.

Copyright Cengage Learning. Powered by Cognero. Page 8

17. Effective persuasive claim messages _______.

18. When developing a claim message, you should_______.

22. Messages flowing downward refers to messages that are written_______.

29. An effective direct-mail sales letter _______.

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

34. Learning the techniques of sales writing _______.

36. You can effectively build interest in a sales message by _______.

Copyright Cengage Learning. Powered by Cognero. Page 18

38. Emotional appeals _______.

Copyright Cengage Learning. Powered by Cognero. Page 19

39. Use an emotional appeal when the _______.

40. Which of the following is an emotional appeal?

42. Which of the following illustrates a testimonial?

Copyright Cengage Learning. Powered by Cognero. Page 23

51. Persuasion used in today's business environment focuses on manipulating others.

NATIONAL STANDARDS: United States - BUSPROG.ESBC.GULO.23.02.02 - DISC.ESBC.GULO.23.02.02

55. The process of influencing others is usually a(n) _______ process.

Copyright Cengage Learning. Powered by Cognero. Page 28

Copyright Cengage Learning. Powered by Cognero. Page 31

63. The body of a persuasive request should motivate action.

64. To reduce resistance in a persuasive request, you should offer_______.

79. A successful persuasive message is typically longer than a direct message.

80. Traditional direct-mail marketing is more effective than online marketing.

NATIONAL STANDARDS: United States - BUSPROG.ESBC.GULO.23.06.04 - DISC.ESBC.GULO.23.06.04

Copyright Cengage Learning. Powered by Cognero. Page 41

Copyright Cengage Learning. Powered by Cognero. Page 42

92. According to Richard Perloff, reactance is_______.

Copyright Cengage Learning. Powered by Cognero. Page 45

94. In which part of a persuasive request should you motivate action?

96. Retargeting is a practice whereby marketers_______.

99. A rational appeal focuses on_______.

NATIONAL STANDARDS: United States - BUSPROG.ESBC.GULO.23.06.04 - DISC.ESBC.GULO.23.06.04

100. What is a dual appeal?

Copyright Cengage Learning. Powered by Cognero. Page 49

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