Deck 11: Communicating to Persuade

Question 1

One way to improve the design of a brochure is

A)to use bullets for key points.
B)to apply the ARGU method.
C)to keep text within one panel.
D)to keep it to one page only.

Answer 1

A

Question 2

Ethos translates as ethics.

Answer 2

True

Question 3

One way in which dishonest appeals are made in communication is through inaccurate graphics.

A)yes
B)no

Answer 3

A

Question 4

If you focus on an irrelevant issue to draw attention from a central issue, it is called a "red herring."

Question 5

Professionally, you will need to use argument and persuasion daily.

Question 6

A typical title page in a brochure omits

A)a visual presentation of the topic.
B)the product or service name.
C)contact information.
D)prices.

Question 7

When writing a persuasive document, it is a good idea to first consider

A)content organization.
B)goals.
C)audience.
D)B and C are correct.

Question 8

Is the following sentence an example of a logical fallacy: "Either all employees must come to work on time, or they will be fired"?

A)yes
B)no

Question 9

You have three to five seconds to grab your reader's attention in a sales letter, persuasive e-mail message, or speech.

Question 10

market services and products.

A)Sales letters
B)Complaint letters
C)None of these answers is correct.
D)A and B only are correct.

Question 11

Which of the following is not a way to gain your reader's attention in the beginning of a persuasive communication?

A)Start with a question.
B)Use an anecdote.
C)Motivate the reader to action.
D)Use facts and figures.
E)Start with a quotation.

Question 12

On the back panel of the brochure, consider excluding

A)coupons.
B)highlights of the topic.
C)mailing information.
D)detailed analysis of uses of the product or service.
E)location.

Question 13

The "rhetorical triangle" consists of the three traditional methods of argument and persuasion.

Question 14

Which of the following is not true about a brochure?

A)It can create awareness of a company.
B)It can change negative attitudes.
C)It can increase market share of a product.
D)It can increase understanding of a product or service.
E)All of these answers are correct.

Question 15

Using a catchy phrase is a good idea for a flier.

Question 16

It is illogical to say that all marketing experts believe brochures are effective.

Question 17

When you use the ARGU approach to organizing documents, the "A" stands for

A)argument.
B)accountability.
C)assertions.
D)arouse involvement.

Question 18

A flier should make key point(s).

A)two
B)one
C)three
D)four

Question 19

To create your flier, you should avoid the use of

A)increased font size.
B)color.
C)unlimited text.
D)titles.
E)graphics.

Question 20

In a corporate environment, you must persuade your audience not only logically but also ethically.

Question 21

Discuss the rhetorical triangle. Why is it useful when preparing methods of argument and persuasion?

Question 22

This chapter provided you with an approach to organizing persuasive documents entitled ARGU. What does the acronym stand for? How would you apply it to a sales letter offering your client a free oil change at his car dealership? Write the letter.