Deck 9: Writing Persuasive Messages

Question 1

To improve your credibility, it is important to establish common ground because it will help your audience to ________.

A) see both sides of the issue
B) identify with you
C) be objective
D) do all of the above

Answer 1

B

Question 2

The most effective main idea for persuasive messages is ________.

A) have one thing in common
B) an emotional appeal
C) an analysis of the situation
D) a money-back guarantee

Answer 2

A

Question 3

A message that attempts to change an audience's attitudes, beliefs, or actions is a ________ message.

A) routine
B) negative
C) persuasive
D) positive

Answer 3

C

Question 4

Using an indirect approach in persuasive messages involves ________.

A) presenting a problem without suggesting a solution
B) explaining reasons and building interest before asking for a decision or action
C) avoiding attention-grabbing statements in the introduction
D) merely implying the purpose of the message, without stating it clearly

Question 5

Which of the following is TRUE about organizing your information for persuasive messages?

A) Persuasive messages should be about you, the sender, and not about the receiver.
B) Persuasive messages should have as wide a scope as possible.
C) Most persuasive messages use the direct approach.
D) When you have a close relationship with your audience and the message is welcome, the direct approach can be effective.

Question 6

When writing a persuasive message, ________.

A) imply how the audience has made poor choices in the past
B) be forthright and direct regardless of the cultural context
C) use complex language to show the audience you know what you are talking about
D) persuade with logic, evidence, and compelling narratives

Question 7

To establish your credibility when persuading a hostile or skeptical audience, you should do all of the following EXCEPT ________.

A) use jargon and technical terms
B) name your sources
C) establish common ground with the audience
D) provide objective evidence for the claims and promises you make

Question 8

Which of the following terms stands for the third phase in the AIDA model of organizing persuasive messages?

A) Defend
B) Desire
C) Design
D) Demonstrate

Question 9

Which of the following terms stands for the final phase in the AIDA model of organizing persuasive messages?

A) Attention
B) Analysis
C) Appraisal
D) Action

Question 10

Which of the following terms stands for the second phase in the AIDA model of organizing persuasive messages?

A) Inquiry
B) Investment
C) Information
D) Interest

Question 11

When planning persuasive messages, do all of the following EXCEPT ________.

A) build your credibility and present your proposal at the same time
B) use simple language to avoid suspicions of fantastic claims and emotional manipulation
C) identify your sources, especially if your audience already respects those sources
D) persuade with narratives, rather than trying to coerce with high-pressure tactics

Question 12

Information about the personality, attitudes, lifestyle, and other psychological characteristics of a group of individuals constitutes their ________.

A) psychographics
B) demographics
C) psychogenesis
D) psychogeography

Question 13

The demographics of a group of individuals can include information about their ________.

A) personalities
B) attitudes
C) education
D) lifestyles

Question 14

When your AIDA message uses the indirect approach and is delivered by memo or email, your subject line should ________.

A) be of a routine nature
B) reveal the main idea
C) be interesting
D) not be relevant to the main idea

Question 15

If you aim to change someone's attitudes, beliefs, or actions, it is vital to understand his or her ________, the combination of forces that drive people to satisfy their needs.

A) satisfaction quotient
B) concerns
C) personality
D) motivation

Question 16

Which of the following is TRUE about the use of the AIDA model in organizing persuasive messages?

A) AIDA is a unidirectional method that essentially talks at audiences, not with them.
B) The AIDA model can only use the indirect approach to persuasive messages.
C) AIDA is especially useful for building a mutually beneficial, long-term relationship with the audience.
D) The AIDA model is tailor-made for using the direct approach in persuasive messages.

Question 17

Which of the following terms stands for the first phase in the AIDA model of organizing persuasive messages?

A) Attention
B) Action
C) Analysis
D) Assessment

Question 18

You are the President of the Literary Club of your college and are writing a letter to a famous writer requesting him to grant you an appointment to interview him for the Club's journal. How would you go about organizing the information in your persuasive message?

A) You would first explain your reasons and build interest before asking for a decision or for action.
B) You would state the purpose of your message in the first line and then build your case.
C) You would only imply the purpose of your message and not state it clearly to avoid being perceived as pushy.
D) You would present your problem but avoid suggesting a solution, thus showing respect for the receiver.

Question 19

Why are persuasive messages more difficult to write than routine messages?

A) Because they necessarily involve getting people to act against their own best interests
B) Because they invariably convey negative news to the audience
C) Because they are always unethical, and often illegal, to use
D) Because they ask audiences to give something of value or take substantial action

Question 20

The first task in planning persuasive messages is to ________.

A) gather information
B) select the right medium
C) organize your information
D) analyze the situation

Question 21

Which of the following is a guideline for avoiding faulty logic in a persuasive message?

A) You should be able to isolate the impact of a specific factor before assuming that it's the cause of whatever effect you're discussing.
B) You should try to support your claim by restating it in different words.
C) You should try to attack your opponent's character, not the argument your opponent is making.
D) You should try to reduce a complex situation to a simple "either/or" statement if the situation isn't that simple or clear-cut.

Question 22

All of the following are ways to reinforce your position in persuasive messages, EXCEPT using ________.

A) vivid language
B) metaphors
C) anecdotes
D) jargon and complex language

Question 23

Emotional and logical appeals work together by ________.

A) allowing the audience to choose the appeal that will be most effective
B) providing rational support for an idea that an audience has already emotionally accepted
C) manipulating the audience into focusing on the emotional issues while ignoring the logical elements
D) doing all of the above

Question 24

Which of the following statements uses a deductive approach to persuasion?

A) Because the stock market is expected to fall next month, shares of our company stock will probably decline too.
B) It is important for our department to operate like a well-oiled machine.
C) We must see ourselves as marathon runners and progress toward our goals slowly but steadily.
D) Eight out of the 10 toddlers tested showed a preference for red-coloured objects. Therefore, it is recommended that we incorporate that colour in all the toys manufactured by our company.

Question 25

When using an analogy to create logical appeal, you ________.

A) work from specific evidence to a general conclusion
B) work from a generalization to a specific conclusion
C) reason from specific evidence to specific evidence
D) present a specific problem and suggest a solution

Question 26

"Shortly after Annie's Craft Store advertised in 'The Ridgewood Chronicle,' their sales went up by 10 percent." Which of the following facts, if TRUE, would prove the cause and effect relationship implied in this message?

A) Annie's Craft Store had advertised in several newspapers, including the "The Ridgewood Chronicle."
B) Some of Annie's Craft Store's new customers said that they visited the store after seeing the advertisement in "The Ridgewood Chronicle."
C) Annie's Craft Store had its winter clearance sale shortly after it advertised in "The Ridgewood Chronicle."
D) The increase in sales at Annie's Craft Store was preceded by the appearance of their advertisement in "The Ridgewood Chronicle."

Question 27

In a bid to persuade consumers to buy your product, you quote the results of a taste test in which most individuals preferred your product over the competitor's. Which kind of reasoning device are you using in this case?

A) Analogy
B) Induction
C) Deduction
D) Circular reasoning

Question 28

An analogy lets you ________.

A) reason from specific evidence to a general conclusion
B) reason from one specific evidence to another specific evidence
C) reason from a generalization to a specific conclusion
D) do all of the above

Question 29

"Our profits were up by 10 percent last quarter. Employee turnover has been cut by almost half from last year. Last, but not the least, our market share has increased by 15 percent over the past 9 months. Considering these figures, we can safely say that our short-term growth strategy has been a great success." Identify the reasoning method used in this message to create logical appeal.

A) Abductive reasoning
B) Analogy
C) Inductive reasoning
D) Deductive reasoning

Question 30

Which of the following approaches is more compatible with persuasive messages for today's social media?

A) Conversational approach
B) AIDA approach
C) Unidirectional approach
D) Formal approach

Question 31

"After a grueling five-hour hike up the hill, the Jungle Lodge seemed like heaven, only with a rather rough-hewn arch for the pearly-gates and an indifferent old man in overalls for St. Peter." This sentence creates logical appeal by using the reasoning method of ________.

A) deduction
B) abductive reasoning
C) induction
D) analogy

Question 32

Which of the following is TRUE about the use of emotional and logical appeals in persuasive messages?

A) A good persuasive business message should rely solely on logical appeals.
B) All persuasive appeals are either purely logical or purely emotional.
C) The use of emotional appeals in marketing and sales messages is unethical.
D) Most persuasive business messages rely more on logic.

Question 33

"It is widely believed that the economy is now well on its way to recovery. Therefore, it is only a matter of time before our company also sees a turnaround." This message uses the reasoning method of ________ to create logical appeal.

A) induction
B) analogy
C) abductive reasoning
D) deduction

Question 34

Which of the following uses a deductive approach to persuasion?

A) Our stock price is like a marathon runner, slowly making progress towards our goal.
B) Because the stock market is expected to fall next month, shares of our company stock will probably also decline.
C) It is important for our sales force to operate like a well-oiled machine.
D) None of the above

Question 35

Which of the following is an example of an analogy?

A) All employees have health coverage. Therefore, since Tom is an employee, he must have health coverage.
B) Our office operates like a wolf pack with one Alpha male on top and everyone else answering to him.
C) The results of this survey showed that people like our product more than our competitor's product.
D) There is a national trend toward healthier eating; as a result we should see an increase in the sales of our low-fat items.

Question 36

If you used the results of a taste test in which many individuals preferred your product over the competitor's to persuade others to buy your product, you would be using what kind of approach?

A) Induction
B) Analogy
C) Deduction
D) A combination of all three

Question 37

"You can rely on us to deliver on our promises because we are completely trustworthy." What is the best criticism for this statement?

A) It uses a faulty analogy.
B) It fails to use jargon and is too simple.
C) It makes hasty generalizations.
D) It supports a claim by restating it in different words.

Question 38

Which of the following is an example of an analogy?

A) The results of this survey showed that people like our product more than our competitor's product.
B) There is a national trend toward healthier eating; as a result we should see an increase in the sales of our low-fat items.
C) Our office operates like a pride of lions with one Alpha male on top and everyone else answering to him.
D) All employees have health coverage. Therefore, since Tom is an employee, he must have health coverage.

Question 39

When creating logical appeal with ________, you work from a generalization to a specific conclusion.

A) inductive reasoning
B) abductive reasoning
C) analogies
D) deductive reasoning

Question 40

Using an induction to create logical appeal in a persuasive message involves ________.

A) working from a generalization to a specific conclusion
B) working from specific evidence to a general conclusion
C) presenting a specific problem and offering a solution
D) reasoning from specific evidence to specific evidence

Question 41

Sales messages ________.

A) usher potential buyers through the purchasing process without asking them to make an immediate decision
B) focus on such tasks as introducing new brands to the public and reminding buyers that a particular product is available
C) encourage customers to seek more information about a product
D) encourage potential buyers to make a purchase decision then and there

Question 42

Which of the following is a guideline to address audience objections in a persuasive message?

A) Avoid addressing objections not pointed out by the audience.
B) When presenting the pros and cons of each option in a situation, avoid making a recommendation to the audience.
C) Anticipate as many objections as you can and address them before your audience brings them up.
D) It is important to offer a sincere apology for each objection raised by the audience.

Question 43

Which of the following would be considered an emotional appeal?

A) Daycare issues are cited as the number one reason for employee unscheduled days off.
B) When parents need to leave work to pick up sick children from daycare or stay home with them, this often creates an unfair burden on other employees to pick up the slack.
C) In the last six months, HR has logged 14 complaints from employees who say they have to take on extra work when colleagues leave the office to pick up children from daycare.
D) In exit surveys, 24 departing employees mentioned the need to balance family and work as the primary reason for leaving.

Question 44

Persuasive presentations of ideas are made in situations where you ________.

A) simply want to change attitudes or beliefs about a particular topic
B) wish to influence readers to take a particular course of action
C) seek to influence the reader to make a decision in your favor
D) want to present your proposals so as to gain the approval of the audience

Question 45

Which of the following is TRUE of persuasive requests for action?

A) They should always use the direct approach.
B) They must begin with a request for some specific action.
C) The suggested course of action in these messages should be as easy to follow as possible.
D) They should avoid specifying the action required; leave the decision to the audience.

Question 46

A good persuasive claim should ________.

A) always include a sincere apology for the trouble caused to the receiver
B) avoid wasting the receiver's time by reviewing the case in the message
C) be specific about how one would like to see the situation resolved
D) assume that the recipient already has information about the case

Question 47

In a claim letter, the opening should ________.

A) specify a deadline for action
B) clearly indicate how denial of the claim will lead to unfavorable consequences for the individual or organization
C) outline the problem
D) reflect how a successful resolution of the situation will repair or maintain a mutually beneficial working relationship

Question 48

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

A) Selling points are ethical to use 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 are unethical to use whereas benefits are not.

Question 49

Given below are the closing statements of some persuasive messages. Judging from the call to action made in each, which one of these constitutes a sales message?

A) To know more about this product, please visit our website at akme/new.com.
B) To order this product, call 1-800-345-1234 or visit our online store at akme/store.com.
C) To receive a free product demo, call Alex at 1-800-345-1234, or email him at [e-mail].
D) To receive a free trial pack, visit our website at akme/new.com.

Question 50

A persuasive claim should close ________.

A) by clearly indicating how denial of the claim will lead to unfavorable consequences for the individual or organization
B) on a positive note that reflects how a successful resolution of the situation will repair or maintain a mutually beneficial working relationship
C) with a sincere apology that acknowledges the trouble caused to the reader due to the claim
D) by outlining the problem and continue by reviewing what has been done about it so far

Question 51

The bulk of your persuasive business messages will involve ________.

A) presentation of ideas
B) requests for adjustment
C) requests for action
D) actionable claims

Question 52

Which of the following persuasive messages would constitute a sales message?

A) A message introducing a new cell phone to potential customers
B) A message educating potential customers about the benefits of a new cell phone
C) A message requesting potential customers place an order for a cell phone
D) A message reminding potential customers that a particular cell phone is available

Question 53

Adelphia Technologies has recently launched an "I am an Adelphian" campaign that uses posters and lectures to educate employees about the importance and advantages of having a diverse workforce. What type of persuasive business message does this constitute?

A) Persuasive requests for action
B) Persuasive presentation of ideas
C) Persuasive requests for proposal
D) Persuasive claims

Question 54

An effective persuasive claim should avoid ________.

A) reviewing the facts of the case
B) using a complaining tone
C) being specific about how the problem should be resolved
D) closing on a positive note

Question 55

Which of the following is a common mistake made when developing persuasive arguments?

A) Connecting with your audience on an emotional level
B) Resisting compromise
C) Using a conversational approach
D) Using vivid language

Question 56

Which of the following statements is an example of a benefit of an LED TV?

A) This TV has our patented Hyper-D 3D technology.
B) This TV is completely Internet-enabled.
C) This TV's i-Share technology helps you share movies wirelessly.
D) The Acer surround sound on this TV is the best in the industry.

Question 57

The benefits of a product focus on ________.

A) the return on investment to the seller
B) what the user experiences or gains from the product
C) the less attractive features of a product
D) the difference between the cost of production and sales price

Question 58

Marketing messages ________.

A) encourage potential buyers to make a purchase decision then and there
B) are synonymous with sales messages
C) focus on such tasks as introducing new brands to the public and providing product information
D) do not follow the AIDA model

Question 59

When putting together persuasive arguments, ________.

A) avoid compromising
B) rely solely on great arguments
C) recognize that persuasion is a one-shot effort
D) communicate through vivid language

Question 60

In a persuasive claim, it is important to ________.

A) avoid spelling out the desired resolution to the problem
B) close on a threat to terminate the relationship if the case is not resolved
C) avoid mentioning how the organization or individual is responsible for the problem
D) give your reader a good reason for granting your claim

Question 61

Which of the following statements would be deceptive to use in the message?

A) No other diet works.
B) The "Essentials" diet can give you a head-start on your fitness goals.
C) See results in two weeks or get your money back!
D) Our online community will support you in your mission to get fit.

Question 62

Keeping in mind the Office of Customer Affairs regulations, which of the following statements must be added to the message to best support the claim made in the message?

A) See results in two weeks or get your money back!
B) Martin Lane from Ontario says that the "Essentials" diet helped him lose two pounds in just one week-just in time for his high-school reunion.
C) Nine out of ten people who tried the "Essentials" diet reported that they were happy with the results.
D) This diet is the only weight-loss program supported by Total Foods.

Question 63

A product's selling points ________.

A) refer to the specific locations at which the product is sold
B) are the particular advantages that purchasers can realize from the product
C) focus on what the user experiences or gains
D) are its most attractive features

Question 64

The price of a product can be a particularly tricky issue in any promotional message. You should always ________.

A) downplay the price
B) highlight the price
C) prepare your audience for the price
D) avoid using words such as "luxurious" or "economical" to characterize the price

Question 65

In marketing and sales communications, it is illegal to ________.

A) offer money-back guarantees
B) make implied claims that are deceptive
C) use bait-and-switch advertising
D) exclude important information

Question 66

Which of the following statements describes a benefit of a product?

A) Get a car loan with no money down and a 0% interest rate.
B) Our gyms are designed to make you feel comfortable and positive.
C) Our food bank provides nutritious food to 200 homeless people every day.
D) This digital camera has a resolution of 8 megapixels.

Question 67

When writing promotional messages for social media, you should do all of the following EXCEPT ________.

A) give customers and other audiences an opportunity to connect with you
B) integrate conventional marketing and sales strategies
C) talk as much as possible so you can provide information that people want
D) identify and support your champions

Question 68

Effective persuasion uses the "you" attitude to help the audience believe that you have their interests at heart so they will more easily support what you write.

Question 69

According to the federal Office of Consumer Affairs, ________.

A) letters from satisfied customers are the best evidence to support claims
B) failing to include important information is considered deceptive
C) marketing messages and websites cannot target children
D) offering a money-back guarantee is illegal

Question 70

What is a recent and hot development in advertising?

A) Social media
B) Mobile commerce
C) E-commerce
D) Bots

Question 71

Which of the following information, if TRUE, would make Total Foods vulnerable to being penalized by the Office of Consumer Affairs?

A) The price of "Essentials" cereal is significantly higher than that of other low-fat, fortified cereals.
B) Weight-loss plans other than the "Essentials" diet plan have shown better results.
C) Kendra regained the pounds she lost shortly after she stopped having the cereal.
D) "Essentials" cereal has a Canadian Food Inspection-approved appetite suppressant.

Question 72

A company seeking to maintain high ethical and legal standards in marketing and sales communications cannot ________.

A) opt to leave out important information
B) use letters from satisfied customers as the only proof for their claims
C) make deceptive claims as long as they are not stated explicitly
D) collect information from customers

Question 73

Which of the following is TRUE about maintaining high ethical and legal standards when developing persuasive business, marketing, and sales messages?

A) A money-back guarantee or letters from satisfied customers can be used as the sole evidence to a claim.
B) If you claim that your food product lowers cholesterol, for example, you must have scientific evidence to support that claim.
C) Thankfully, for Internet-based marketers, there are no regulations for unsolicited email.
D) Trying to attract buyers by advertising a product that you don't intend to sell, and then trying to sell them another product, is legal but not ethical.

Question 74

The addition of which of the following lines to the message would best serve to minimize audience objections to the high price of the product?

A) At $50,000 the Savannah Gold is more expensive than any other truck in its class.
B) If you have to ask the price, the Savannah Gold is not for you.
C) While the Savannah Gold is a few thousand dollars more expensive than the GT, it is a steal when you consider the luxury features!
D) The Savannah Gold can add value to your business. Talk to our Business Consultant, William Smith, at 1-800-333-544 to find out more about this.

Question 75

What is mobile commerce referred to?

A) M-commerce
B) E-commerce
C) Technology marketing
D) Social media marketing

Question 76

When writing promotional messages for social media, it is important to ________.

A) rely largely on the news media to distribute the message
B) facilitate community building
C) use the AIDA approach for organizing your messages
D) avoid the use of automated tools such as free alerts on search engines to listen to online conversations

Question 77

What is bait and switch advertising?

A) It involves an attempt to persuade customers to buy a certain product by offering huge discounts to undercut the competition.
B) It involves offering customers bait in the form of money-back guarantees and offers to exchange the product if customers are not satisfied.
C) It involves using unsubstantiated claims and false customer testimonials to sell a product.
D) It involves an attempt to attract buyers by advertising a product that you don't intend to sell and then trying to sell them another product.

Question 78

When writing promotional messages for social media, you should NOT ________.

A) use automated tools to help listen to online conversations
B) use a conversational style of communicating
C) initiate conversations within the community, but only respond to them
D) rely largely on the news media to distribute the message

Question 79

Which of the following statements describes only a selling feature of a product and not a benefit?

A) This toothpaste tastes so good, your child will look forward to brushing.
B) The babysitting services on our cruises allow you to reconnect with your partner.
C) The superior suspension on this SUV will help you take on any terrain.
D) This computer features 4GB of RAM and an integrated graphic card.

Question 80

For a company trying to sell a security system, which of the following would be a logical appeal?

A) Securing possessions
B) Protecting family members
C) Activating the alarm from bedside so the client can be safe while sleeping
D) Providing peace of mind while the client is on holidays