Deck 10: Composing Persuasive Messages

Question 1

One should use at least one benefit for each subgroup in the audience.

Answer 1

True

Question 2

Reader benefits appeal only to the attitudes of your audience.

Answer 2

False

Question 3

According to Maslow's hierarchy of needs,needs for safety and security are the most basic.

Answer 3

False

Question 4

Which of the following problems do reader benefits help overcome?

A)People may not think of all the possible benefits.
B)People only want the rewards without achieving success.
C)People putting too much effort in simple tasks.
D)Overconfidence of people who take on difficult tasks.

Question 5

Intrinsic benefits are natural outcomes of doing something,or using a product.

Question 6

If you are developing two or three reader benefits,you can use just a sentence or two for the most important benefits.

Question 7

People prefer recognition and respect to more tangible rewards.

Question 8

Psychological description is a technique you can use to develop vivid,specific reader benefits.

Question 9

When you describe benefits that focus on readers' needs and wants,people feel more positive about you and your request.

Question 10

One should use the reader benefits that cannot be developed most fully because they are the most important ones.

Question 11

Identifying the obvious features of your product or policy is the first step in brainstorming when benefits are hard to identify.

Question 12

Which of the following is a problem that reduces motivation?

A)People do their best only when the task is difficult.
B)People may not understand the relationships among effort,performance,and reward.
C)People always think of only the possible benefits.
D)People always believe that they can succeed.

Question 13

The more benefits you think of,the easier it will be to choose ones that will directly appeal to your audience.

Question 14

Extrinsic rewards or benefits are better than intrinsic ones because there are not enough intrinsic rewards for everything you want people to do.

Question 15

Which of the following should one do when reader benefits are hard to identify?

A)Identify the obvious features of your product or policy that may not benefit the reader.
B)Think of the needs,fears,feelings,and values that may motivate one's reader.
C)Think how the values or needs of readers might benefit the product or service.
D)Identify features of the service,product,or policy that meet the firm's values or needs.

Question 16

One-sentence reader benefits are the most effective.

Question 17

Reader benefits are benefits or advantages the reader receives when:

A)generating your ideas.
B)reading your policies.
C)developing your products.
D)using your services.

Question 18

How we think about a task determines our feelings and willingness to exert effort towards the task.

Question 19

Which of the following is the first step in brainstorming when reader benefits are hard to identify?

A)Thinking of the feelings,values,needs,and fears that may motivate your reader
B)Thinking how the features of your product or policy might benefit the audience
C)Identifying the obvious features of your product or policy
D)Identifying features of your service that meet the firm's values

Question 20

When reader benefits are difficult to identify,one should keep in mind the feelings and values of the audience and focus on the obvious features of your product or policy.

Question 21

According to Abraham Maslow's hierarchy of needs,which of the following is the highest category of human needs?

A)Esteem,recognition
B)Safety,security
C)Love,belonging
D)Self-actualization

Question 22

Which of the following is a reason why intrinsic rewards or benefits are better than extrinsic benefits?

A)There are not enough intrinsic rewards for everything you want people to do.
B)Extrinsic benefits come from using the product,or doing the action which requires effort.
C)Stressing the intrinsic benefits of following policies will motivate people more effectively.
D)People prefer tangible rewards more than recognition and respect.

Question 23

Which of the following is true about the hierarchy of needs?

A)Whenever lower-level needs make themselves felt,they take priority.
B)Physical needs are the highest level of needs as people need to eat to stay alive.
C)People experience the hierarchy of needs sequentially.
D)Self-fulfilment needs are the most basic needs.

Question 24

According Abraham H.Maslow's hierarchy of needs,which of the following is the most basic human need?

A)Physical needs
B)Needs for recognition
C)Needs for self-fulfilment
D)Needs for safety

Question 25

_____ are natural emotional outcomes of doing something,or using a product.

A)Extrinsic benefits
B)Natural features
C)Product features
D)Intrinsic benefits

Question 26

A _____ results from using a feature.

A)trait
B)need
C)purpose
D)benefit

Question 27

According to Maslow's hierarchy of needs,which of the following categories does the need to understand the reasons for a supervisor's actions fall into?

A)Esteem,recognition
B)Love,belonging
C)Self-actualization
D)Safety,security

Question 28

Extrinsic benefits are benefits that:

A)are natural outcomes of doing something.
B)are "added on" and do not necessarily come from using the product.
C)appeal to our need to feel good about ourselves.
D)are granted by someone in power.

Question 29

Which of the following appeals to our need to feel good about ourselves?

A)Product features
B)Natural features
C)Intrinsic benefits
D)Extrinsic benefits

Question 30

People prefer _______ rewards in comparison to tangible rewards.

A)low-level esteem
B)expensive
C)edible and tasty
D)high-level esteem

Question 31

In which of the following situations would a reader benefit need a lot of detail?

A)When the reader will be easy to convince
B)When the reader may not have thought of the benefit before
C)When the benefit is known to the reader
D)When the benefit does not change in the long run

Question 32

When reader benefits are hard to identify,try to brainstorm _____ benefits for every persuasive message.

A)five to seven
B)one to three
C)three to five
D)seven to nine

Question 33

Which of the following is a feature of an effective reader benefit?

A)Key words written in bold letters
B)Vivid and concrete with enough details
C)Crisp and short,limited to a sentence
D)Imaginary,appealing to the reader's creativity

Question 34

When there is more than one subgroup in an audience,one should:

A)choose only those benefits that appeal to the group with the most members.
B)include at least one benefit for each subgroup.
C)concentrate on extrinsic benefits.
D)include fewer concerns to be more persuasive.

Question 35

"We offer competitive prices" is an example of a:

A)service offer.
B)physical need.
C)service feature.
D)customer need.

Question 36

"Our workout plan makes it easy to get the exercise you need" is a:

A)strong reader benefit because it clearly states what the reader will get.
B)strong reader benefit because it appeals to the reader's sense of health.
C)weak reader benefit because it offers no specifics.
D)weak reader benefit because it says nothing about cost savings.

Question 37

Which of the following does a psychological description use to prevent a technique from backfiring?

A)Indicative verbs
B)Imperative verbs
C)Transitive verbs
D)Subjunctive verbs

Question 38

Which of the following is an intrinsic reward?

A)Securing a commission on selling a product
B)Getting a raise for commendable work on an important project
C)Earning a good performance appraisal on solving an organisational problem
D)Getting pleasure in convincing someone to make a purchase

Question 39

A _____ is a part of the product or service itself.

A)feature
B)need
C)result
D)benefit

Question 40

Which of the following is a guideline to help you decide which reader benefits to use?

A)Use short,one-sentence benefits.
B)Use the benefits you can develop most fully.
C)Use a generalised benefit for all subgroups.
D)Use extrinsic benefits.

Question 41

Explain with an example the difference between a feature and a benefit.

Question 42

What are the features of a good reader benefit?

Question 43

How do you decide which reader benefits to use?

Question 44

What are extrinsic benefits?

Question 45

What is the importance of identifying audience benefits?