Deck 12: Writing Persuasive Messages

Question 1

Which of the following are quantifiable characteristics about audience members?

A)Psychographics
B)Affiliation
C)Self-actualization
D)Demographics
E)Physiological requirements

Answer 1

D

Question 2

When you're writing a persuasive message,you can encourage a positive response by

A)using polite and positive language.
B)taking steps to establish your credibility.
C)understanding and respecting cultural differences.
D)all of the above.

Answer 2

D

Question 3

Which of the following is a measure of the combination of forces that drive people to satisfy their needs?

A)Demographics
B)Psychographics
C)Motivation
D)Appeal
E)Self-actualization

Answer 3

C

Question 4

________ information includes age,gender,occupation,income,and education.

A)Demographic
B)Stenographic
C)Psychographic
D)Typographic

Question 5

When creating a persuasive message for a hostile audience,how can you help establish common ground with the audience?

A)Use simple language to avoid suspicions
B)Emphasize shared beliefs,attitudes,and experiences
C)Provide evidence to support your claims
D)Identify information sources
E)Persuade with logic,evidence,and narratives

Question 6

________ data provides information about an individual's personality,attitudes,lifestyle,and other psychological characteristics.

A)Demographic
B)Ideographic
C)Psychographic
D)Lithographic

Question 7

Which of the following is an example of demographic data you can gather about your audience?

A)Personality
B)Attitude
C)Lifestyle
D)Cultural expectations
E)Education

Question 8

Which of the following is an example of psychographic information that can be determined about an audience?

A)Age
B)Attitude
C)Gender
D)Occupation
E)Education

Question 9

Which of the following is an attempt to change an audience's attitudes,beliefs,or actions?

A)Persuasion
B)Planning
C)Analysis
D)Motivation
E)Psychographics

Question 10

Marketers use quantifiable characteristics known as ________ and psychological characteristics known as ________ to help them understand the needs of an audience.

A)social graphics,intuitional data
B)demographics,psychographics
C)crowdsourcing,regionalism
D)psychometrics,cryptography

Question 11

Which of the following is addressed when advertising to people who have a need to show others that they are successful?

A)The need for affiliation and belonging
B)The need for achievement
C)The need for safety and security
D)The need for power and control
E)The need for aesthetic appreciation

Question 12

If you can't be sure which medium will be best to convey your persuasive message to a diverse audience,you should

A)choose the one that is most economical.
B)select the one that is easiest to use (such as email).
C)use two or more media at the same time.
D)choose one at random and see how well it works.
E)ask the audience about their preference.

Question 13

Which of the following should be incorporated into a persuasive message to make it as effective as possible?

A)Demographics
B)Audience's interest in being motivated
C)Audience's desires and interests
D)Issues of safety and security
E)An authentic expression of appreciation

Question 14

As a human need that affects motivation,self-actualization involves the need to

A)cultivate lifelong involvement.
B)feel a sense of accomplishment.
C)reach one's full potential as a human being.
D)control situations or exert authority over others.
E)avoid problems wherever possible.

Question 15

Personality,lifestyle,and attitudes are assessed through

A)demographic surveys.
B)psychographic studies.
C)inkblot tests.
D)examinations of census data.

Question 16

If a supervisor tells a worker who consistently arrives late,"I know you don't want to have your pay docked," the supervisor is addressing the worker's need for

A)safety and security.
B)acceptance.
C)status and esteem.
D)self-actualization.
E)belonging.

Question 17

In general,the best persuasive messages ________ the audience's motivations.

A)avoid mentioning
B)downplay
C)openly address
D)dismiss
E)minimize

Question 18

Which of the following is not an example of demographic information?

A)Age
B)Occupation
C)Lifestyle
D)Income

Question 19

To be most effective,a persuasive message should align with

A)the recipient's basic physiological requirements.
B)the recipient's basic education and levels of understanding.
C)the recipient's cultural expectations.
D)the recipient's existing motivational forces.
E)the recipient's level of resistance.

Question 20

Which of the following will show a hostile audience that your message is credible?

A)Use claims that are emotionally based
B)Make promises based on the needs of the audience
C)Incorporate logic,evidence,and compelling narratives
D)Use high pressure and "hard sell" tactics
E)Identify which of the audience's beliefs or attitudes are incorrect

Question 21

Business professionals know that ________ is the attempt to change an audience's attitudes,beliefs,or actions.

A)deception
B)falsification
C)persuasion
D)trickery
E)manipulation

Question 22

Discuss the way various types of motivation drive an audience and affect a persuasive message,particularly in relation to Maslow's theory.

Question 23

Most persuasive business messages involve requests for action.

Question 24

Demographic information includes people's psychological characteristics,such as personality,attitudes,and lifestyle.

Question 25

Describe at least five strategies for establishing credibility when preparing persuasive messages.

Question 26

Which of the following should be evaluated when reviewing the content of a persuasive message?

A)The incorporation of evidence to increase credibility
B)An understanding of the needs of the audience
C)The objectivity of your argument
D)An understanding of cultural expectations
E)An indication of your authority and power in the organization

Question 27

What are the four communication stages in the AIDA model?

A)Attention,indirect,direct,action
B)Action,interest,desire,attention
C)Affiliation,interests,demographics,audiences
D)Attention,interest,desire,action
E)Aggregation,independence,dependence,activity

Question 28

During which step of the three-step writing process should you determine how the distribution method fits the audience's expectations and preferences?

A)When completing the message
B)When organizing the information
C)When determining appropriate media
D)When gathering information
E)When planning the message

Question 29

Which of the following is one of the drawbacks to using the AIDA approach to persuasive messages?

A)The message talks with the audience,not at them
B)The message is multidirectional
C)The message is built around a single event
D)The message is built around long-term relationships
E)The message cannot be effectively sent over email

Question 30

Most persuasive messages combine

A)truth and falsehood.
B)current and very old evidence.
C)logical and emotional factors.
D)many major points all at once.
E)direct and indirect wording.

Question 31

In which phase of the AIDA model does the writer encourage the audience to hear more about the problem,idea,or product?

A)Audience
B)Attention
C)Interest
D)Desire
E)Action

Question 32

In preparing to write persuasive messages,what two categories of information are vital to assess the needs of your audience and what do the two categories include?

Question 33

Which of the following will help to encourage a positive response to a persuasive message?

A)Using polite but blunt language
B)Understanding and respecting cultural differences
C)Ignoring organizational culture and focusing on individual needs
D)Assuming the audience understands your authority and credibility
E)Showing the audience how their past choices have been poor decisions

Question 34

When you're composing a persuasive message,all of the following EXCEPT ________ are common mistakes that you need to avoid.

A)using a hard-sell approach
B)promoting compromise
C)relying solely on great arguments
D)assuming that persuasion is a one-shot effort

Question 35

Successful professionals understand that persuasion is the attempt to get your audience to make the choices you want them to make-even if those choices are not in their best interest.

Question 36

What do persuasive business messages tend to rely on most heavily for effectiveness?

A)Culture
B)Emotion
C)Timing
D)Logic
E)Motivation

Question 37

After analyzing the situations,which of the following should be the next step in creating a compelling persuasive message?

A)Selecting the channel and medium
B)Organizing information
C)Limiting the scope of information
D)Writing the message
E)Gathering necessary information

Question 38

What type of persuasive message is designed to convince business audiences to purchase products and services?

A)Spider webs
B)Anecdotes
C)Persuasive business messages
D)Continuous operations messages
E)Marketing and sales messages

Question 39

Persuasion is about letting audiences know they have choices and presenting your choice in the best possible light.

Question 40

Your success as a businessperson is connected closely to your ability to convince others to

A)accept new ideas.
B)change old habits.
C)act on your recommendations.
D)all of the above.

Question 41

The purpose of the interest section of a persuasive message is to

A)capture attention.
B)show that your product is well-suited to your audience.
C)increase the audience's desire to take the action recommended in the message.
D)get the reader to act immediately.
E)indicate areas of faulty logic by the audience.

Question 42

AIDA stands for

A)appeal,indirect,direct,action.
B)anticipate inquiry in doing adjustments.
C)assume,insist,describe,act.
D)attention,interest,desire,action.

Question 43

Which of the following uses a deductive approach to persuasion?

A)Because the stock market has been falling lately,share prices of our company stock will probably also decline.
B)Because the stock price of our company fell,the entire market will probably also decline.
C)Our stock price is like a marathon runner,slowly making progress towards our goal.
D)You should invest in our company stock before the prices go up.
E)It is acceptable to lose money in the stock market because stock values always goes back up.

Question 44

The AIDA approach for persuasive messages should be used with

A)the direct approach only.
B)the indirect approach only.
C)either the direct or the indirect approach.
D)neither the direct nor the indirect approach.

Question 45

Which of the following is one of the best ways to deal with audience resistance to your message?

A)Use circular reasoning
B)Avoid illogical support
C)Eliminate faulty analogies
D)Anticipate and address objections
E)Simplify complex issues

Question 46

With regards to persuasive messages in social media,the AIDA approach is limited because it

A)cultivates long-term relationships.
B)focuses on one-time events.
C)lacks persuasive elements.
D)uses a multidirectional,conversational approach.
E)allows the audience to respond immediately with questions.

Question 47

Persuasive messages often follow a specialized four-phase format called the

A)PDQ plan.
B)AIDA model.
C)ASAP model.
D)DEFF approach.

Question 48

An analogy lets you

A)reason from one specific piece of evidence to another specific piece of evidence.
B)reason from one specific piece of evidence to a general conclusion.
C)reason from a generalization to a specific conclusion.
D)reason from one specific piece of evident to an all-encompassing conclusion.
E)reason from a generalization to more generalizations and examples.

Question 49

When it comes to persuasive messages,the direct approach

A)is rarely used.
B)is often preferable with a receptive audience.
C)is used only by top management.
D)does not require inclusion of justifications or explanations.
E)opens the door to debate and argument

Question 50

Deductive reasoning moves from specific evidence to a general conclusion.

Question 51

When writing persuasive messages,one way to avoid faulty logic is to

A)avoid induction.
B)avoid deduction.
C)avoid praising your opponent.
D)avoid hasty generalizations.
E)avoid precise terms.

Question 52

Most persuasive messages take the direct approach.

Question 53

Which type of reasoning does a logical appeal use when working from specific evidence to a general conclusion?

A)Analogy
B)Induction
C)Persuasive
D)Deduction
E)Circular

Question 54

One way to overcome audience resistance to your message is to

A)use the hard-sell approach.
B)address possible concerns that your audience has.
C)emphasize the potential problems.
D)emphasize the consequences of non-compliance.
E)identify areas where competitors fall short.

Question 55

The process of ________ works from a generalization to a specific conclusion.

A)intuitive reasoning
B)deductive reasoning
C)conventional reasoning
D)inductive reasoning
E)generalized reasoning

Question 56

Using simple language in persuasive messages usually increases your credibility with a skeptical audience.

Question 57

In a ________,your goal may be nothing more than convincing your audience to re-examine long-held opinions or admit the possibility of new ways of thinking.

A)persuasive retrenchment
B)persuasive presentation of ideas
C)persuasive request for action
D)persuasive claim or request for adjustment
E)persuasive statement of truths

Question 58

Induction refers to reasoning from a generalization to a specific conclusion.

Question 59

Circular reasoning is a logical fallacy that involves

A)reducing a wide range of choices to a simple "either/or" scenario.
B)using irrelevant evidence to support your argument.
C)trying to support a claim by restating it in different words.
D)attacking an opponent's character,rather than countering his or her argument.
E)identifying negative outcomes if your argument is not supported.

Question 60

Why are persuasive business messages based only on emotional appeals less effective?

A)The audience will want proof you can solve a problem
B)The audience will easily reach the same conclusion as the writer
C)Emotional appeals take more time to read and process
D)The audience will need help identifying the conclusion
E)Analogies between the problem and the appeal will not be easily understood

Question 61

List three categories of common persuasive business messages.

Question 62

Compare and contrast marketing messages and sales messages.

Question 63

In marketing and sales messages,what is the primary difference between selling points and benefits?

A)Selling points are positive whereas benefits are not
B)Selling points focus on the user rather than the product
C)Selling points focus on the product rather than the user
D)Selling points focus on price compared to quality
E)Selling points are emphasized only when the product is compared to the competition

Question 64

A ________ helps a potential buyer move through the purchasing process without having to make an immediate decision; a ________ encourages a potential buyer to make a purchase decision immediately.

A)marketing message; product push
B)measured response; content quotient
C)persuasive appeal; purchase message
D)marketing message; sales message
E)persuasive appeal; product push

Question 65

Which of the following is the key of a successful call to action when using the AIDA model?

A)Including testimonials from satisfied users
B)Making it as easy and risk-free as possible
C)Identifying industry experts
D)Offering free samples or discounts
E)Including a money-back guarantee

Question 66

Explain how to balance emotional appeals and logical appeals to persuade an audience.

Question 67

Which of the following best describes the key selling points of a product?

A)The practical advantages of purchasing a product
B)The emotional advantages of a product
C)The anticipation of using a product
D)The emotional attachment of the product
E)The product's most attractive feature

Question 68

Who are considered to be the most enthusiastic fans of your company and its products?

A)Product champions
B)Conversational marketing experts
C)Journalists
D)Communities of customers
E)Bloggers

Question 69

Which of the following is the primary function of a marketing message?

A)Encouraging potential buyers to make immediate purchase decisions
B)Assessing the needs of the audience to gauge interest in a product or service
C)Identifying which combination of logical and emotional appeals is most productive
D)Moving potential buyers through the purchasing process without making an immediate decision
E)Asking potential buyers to buy a specific product or service

Question 70

Discuss the role of emotional and logical appeals in persuasive messages.

Question 71

Creating an emotional appeal requires the creation of a claim based on a rational argument and solid evidence.

Question 72

What are three methods of reasoning you can use when making a logical appeal?

Question 73

When your AIDA message uses an indirect approach and is delivered by email,what are two challenges to keep in mind as you write the subject line?

Question 74

Whereas ________ focus on what the product does,________ focus on what the user experiences or gains.

A)wants; needs
B)selling points; benefits
C)benefits; selling points
D)actionable features; desirable benefits
E)wants,selling points

Question 75

Discuss the four sections of the AIDA model for persuasive messages.

Question 76

If you're called upon to create marketing or sales messages for mobile commerce,what two things should you keep in mind?

Question 77

When you're writing promotional messages for social media,use ________ to initiate and facilitate discussions in your networked community.

A)traditional promotions
B)bait-and-switch tactics
C)conversation marketing
D)opt-in scenarios
E)banner ads and embedded links

Question 78

Discuss ways to develop a good persuasive claim.

Question 79

Describe each of the four phases of the AIDA model for persuasive messages.

Question 80

Which of the following is a key strategy to keep in mind when creating messages for mobile marketing?

A)Include video links whenever possible
B)Use words that have negative connotations to generate interest
C)Recognize that viewers spend more time on mobile ads
D)Keep the messages short and simple
E)Align the audience's interest with what is best for the company