Question 1

Which of the following techniques can help in subordinating the price of a product in a sales message?

Accepted Answer

Stating the price in terms of small units can help subordinating the price of a product in a sales message. For example, instead of saying a product costs $100, saying that it costs only $2 a day or $0.08 an hour can make the price seem more reasonable and manageable.

Question 2

_____ convey the message that a seller has a definite plan for ensuring that buyers get value for money spent.

Accepted Answer

Guarantees give buyers confidence that they will receive value for their money and that the seller stands behind their product or service. Agendas are lists of topics to be discussed, counterproposals are alternative proposals made to an initial offer, and copyrights are legal protections for intellectual property.

Question 3

To overcome people's natural resistance to price, _____.

Accepted Answer

By inviting comparison of like products, services, or ideas with similar features, potential customers are able to see the value in the price being offered. This can help overcome their natural resistance to paying a higher price. The other options (A, C, D) may not be effective or may even increase resistance to the price.

Question 4

Unlike routine claims, persuasive claims:

Accepted Answer

Persuasive claims are meant to convince the recipient to take a desired action, such as providing compensation or granting a request. They typically begin by asking for an adjustment, while routine claims simply describe a problem and request a solution. Persuasive claims may require logical arguments or emotional appeals, depending on the situation, but they do not necessarily use a deductive sequence or result in quick, willing grants.

Question 5

Bioplus Inc. has introduced a new anti-aging cream in the market with a price that is higher than those of similar products from its competitors. At which position should Bioplus Inc. include the price in its sales message?

Accepted Answer

The price of the product should be mentioned later in the message after discussing the product's benefits. This approach would help to build up the value of the product in the minds of the customers before introducing the price. It is important to first explain how the product can benefit the customer and then reveal the price to emphasize the return on investment. This approach will be more effective in persuading customers to buy the product despite the higher price.

Question 6

An effective sales message:

Accepted Answer

An effective sales message should ask confidently for action, which encourages the customer to make a purchase or take the desired action. Using a deductive outline may help organize the message, but it does not necessarily make it effective. Well-known anecdotes and jargon may not be relevant or relatable to all customers, and using general language may not effectively communicate the specific benefits and features of the product or service.

Question 7

Claim messages are often routine because the basis for the claim is a _____.

Accepted Answer

Claim messages are often routine because the basis for the claim is a guarantee. This means that the claim is based on a promise or assurance provided by a company or manufacturer regarding the quality or durability of a product or service.

Question 8

The _____ of a sales message should be introduced early in the message, interwoven throughout the evidence section, and included in the last paragraph as an emphatic, final reminder of the reason for taking action.

Accepted Answer

The central selling point is the main reason or benefit that the sales message is trying to communicate to the customer. It should be introduced early, repeated throughout, and emphasized at the end to reinforce the message and encourage action.

Question 9

A sales message to promote pop-up blocker software has protection of children from pornography as its central selling point. The central selling point should be:

Accepted Answer

Reinforcing the central selling point throughout the message is important to emphasize its importance and value to customers. This can be achieved through using specific examples, statistics, and testimonials that highlight how the pop-up blocker software protects children from exposure to pornography.

Question 10

A commonly used appeal in a sales message for getting quick action is to encourage customers to buy:

Accepted Answer

Offering a rebate is a commonly used tactic to encourage customers to take quick action and make a purchase. Rebates provide customers with a sense of urgency to buy now, rather than later when the deal may no longer be available. This approach can be more effective than simply suggesting that prices may go up or that the company will benefit from the purchase.

Question 11

_____ makes a sales message sound authentic.

Accepted Answer

Concrete language uses specific, detailed information to communicate a message, which can make a sales pitch sound more authentic and believable to the audience. This is because concrete language provides evidence for the claims being made, rather than relying on vague or general statements.

Question 12

Which of the following is an effective statement for requesting action using a sales message?

Accepted Answer

Option A clearly states the action the customer should take (make a purchase before December 15) and the benefit they will receive (a rebate). This is a strong call-to-action that is likely to compel the customer to act. Option B is vague ("if you make a decision") and offers only the possibility of a discount, which is not a strong motivator. Option C is passive and does not provide any specific action for the customer to take. Option D offers no clear call-to-action and is focused on the company's needs (preferences for product customization) rather than the customer's needs.

Question 13

A way to increase your chances of convincing your audience is to include _____ in your statements.

Accepted Answer

Including research evidence is the best way to increase your chances of convincing your audience as it provides factual information to support your statements. Jargon, trite expressions, and clichés may not be understood or may come across as insincere.

Question 14

Identify a true statement about the last paragraph of a sales message.

Accepted Answer

The last paragraph of a sales message should be concise to maintain clarity and effectively emphasize the call to action or main point, rather than introducing new information or being overly detailed.

Question 15

In a sales message, _____.

Accepted Answer

In a sales message, it is crucial to define the desired action in specific and easy-to-complete terms to encourage the reader to take action. Including well-known anecdotes or cliched statements can be ineffective and even turn off potential customers. Similarly, general remarks about a product's durability and appearance may not be enough to create desire for the product.

Question 16

Persuasion is an attempt to trap someone into taking action favorable to the communicator.

Accepted Answer

Persuasion is not about trapping someone into taking action, but rather about presenting persuasive arguments and information in order to convince them to take a certain action. It should be done ethically and without coercion.

Question 17

Ken is preparing a persuasive message for business owners in his community. Before he writes his message, he should try to understand the characteristics these owners have in common, such as their goals and their educational status.

Accepted Answer

Understanding the characteristics of the target audience is an important step in preparing a persuasive message.

Question 18

Which of the following can help make a sales message objective?

Accepted Answer

Avoiding exaggerations in a sales message can help make it objective. Exaggerated claims or promises can give a biased or subjective tone, which can decrease the credibility of the message.

Question 19

Which of the following is true of the last paragraph of a sales message?

Accepted Answer

The last paragraph of a sales message should summarize the central selling point and reinforce the message. Restating the key benefits or advantages of the product or service is an effective way to leave a lasting impression on the reader. Testimonials, guarantees, and enclosures may be included in the message, but are not specifically required in the last paragraph. The length and level of detail in the last paragraph will vary depending on the overall length and complexity of the message, but it should be concise and impactful. A deductive outline may be used to structure the entire message, but is not specific to the last paragraph.

Question 20

Which of the following is true of persuasive requests?

Accepted Answer

Persuasive requests aim to create a desire or motivation for the recipient to take action. The persuasive element is key in convincing the recipient to act in a certain way, but the request must also be presented in a way that invites action. Asking for an adjustment (choice C) is not necessarily a part of persuasive requests, as adjustments imply that something is wrong or needs fixing. Persuasive requests may also anticipate resistance and include arguments (choice D) in order to address potential objections or concerns. Choice A is not necessarily true, as the recipient may not always grant a persuasive request quickly or willingly.

Quiz 8: Delivering Persuasive Messages