Question 1

Which of the following is NOT a secondary purpose of persuasive messages?

Accepted Answer

Overcoming objections is a primary purpose of persuasive messages, aiming directly at encouraging the reader to take a specific action or adopt a particular viewpoint. The other options (A, B, and C) are considered secondary purposes, focusing on long-term relationship and reputation building rather than the immediate goal of persuasion.

Question 2

Which of the following is LEAST likely to counter the objection of a reluctant reader?

Accepted Answer

Ignoring the objection is the least likely to counter a reluctant reader. Ignoring the objection may come across as dismissive or uninterested in the reader's concerns and could create a barrier to communication. It is important to address the objection and offer a solution. A, B, and D all offer solutions to the reader's objection by addressing their concerns, providing a rationale for the sacrifice, and framing the disadvantage as an opportunity.

Question 3

Which of the following would likely help you build credibility in selling a new product?

Accepted Answer

Describing the product's benefits in detail would likely help build credibility because it shows that the seller has a thorough understanding of the product and how it can benefit the customer. Exaggerating, speaking negatively of the competition, and underestimating costs would all likely harm credibility.

Question 4

Which of the following would be the LEAST effective content for the body of a sales letter?

Accepted Answer

Stories that use subliminal messages can be perceived as manipulative and unethical, potentially turning off readers and harming the credibility of the organization. It is better to focus on providing useful information, explaining the benefits of the product, and creating an emotional connection between readers and the product through relevant stories and word pictures.

Question 5

Choose the element of style demonstrated by this sentence: "Swiftly, she swept her sleeping child into her arms, and ran out of the blazing building."

Accepted Answer

The sentence demonstrates alliteration through the repetition of the 's' sound in "Swiftly, she swept her sleeping child."

Question 6

"Why not send a cheque today?" is a poor ending for a direct mail letter.Why?

Accepted Answer

The question lacks positive emphasis, and therefore encourages a "no." It also doesn't provide any clear benefits or incentives for the reader to send a cheque. A more effective ending would emphasize the benefits of taking action and provide a clear call to action.

Question 7

Which of the following uses an appeal to values, needs, and beliefs shared with the audience?

Accepted Answer

An appeal to values, needs, and beliefs shared with the audience is a characteristic of pathos, which seeks to emotionally connect with the audience and persuade them based on their emotions and feelings.

Question 8

"Please submit your end-of-the year report by December 31, 2015, so we can include your accomplishments in our report to the Corporate Office due January 20, 2016." Is it appropriate to give the report due date in this sentence?

Accepted Answer

Providing the due date gives a clear and specific deadline for when the report is expected to be submitted. This can help the reader prioritize their work and ensure that they meet the deadline. It also demonstrates that the deadline is real and not simply a suggestion.

Question 9

Which of the following is the BEST way for small businesses to speed payments?

Accepted Answer

Establishing a personal relationship with customers can help small businesses speed payments by creating a sense of loyalty and commitment. Customers may feel more obligated to pay on time if they have a personal connection with the business owner. Being friendly, responsive, and professional can also encourage customers to prioritize payments and maintain a good reputation with the business. Threatening legal action or sending numerous collection letters can often damage the relationship and make it less likely for customers to pay promptly. Offering a repayment plan may help in some cases, but it should be used as a last resort and may not always be feasible for small businesses with limited resources.

Question 10

"Our goal was accomplished through blood, sweat, and tears." According to the rule of three, which of the words in this sentence receives the most emphasis?

Accepted Answer

In the rule of three, the last item in a list often receives the most emphasis, making "tears" the word that is emphasized the most in this context.

Question 11

At what point in the collection series, if any, would it be appropriate to send an obvious form letter?

Accepted Answer

Early in the collection process, form letters are commonly used as a first step to gently remind the debtor of their obligation without immediately resorting to more direct or personal methods. This approach is both efficient and non-confrontational.

Question 12

Which of the following options correctly explains the pronoun strategy you should use in a fundraising letter?

Accepted Answer

Using "we" to speak about your organization is important to establish credibility and show the reader that your organization is involved in the cause. However, it is also important to switch to "you" towards the end of the letter to focus on the reader and their potential impact in the cause.

Question 13

You need to persuade employees in a newspaper office to stop making personal calls during office hours.Which of the following would be the BEST common ground?

Accepted Answer

Keeping phone lines open for late-breaking stories directly relates to the core function of a newspaper office, making it a compelling reason for employees to limit personal calls.

Question 14

Which is NOT a source of credibility in the workplace?

Accepted Answer

While enthusiasm is a positive trait to have in the workplace, it is not necessarily a direct source of credibility. Credibility is earned through factors such as knowledge, image, and relationships, which demonstrate a level of expertise, professionalism, and trustworthiness.

Question 15

Which of the following is NOT one of the four modes for openers for direct mail?

Accepted Answer

The four modes for openers for direct mail are question, startling statement, narration or anecdote, and empathy. Common ground is not one of the modes.

Question 16

Which of the following is the BEST way to deal with an objection?

Accepted Answer

The best way to deal with an objection is to eliminate it. This can be done by acknowledging the objection, addressing it with supporting evidence or counterarguments, and showing why it should not outweigh the overall argument being made. Ignoring or belittling the objection, as in options B and C, can damage rapport with the reader and weaken the persuasiveness of the message. Waiting until the last paragraph, as in option D, may not give enough attention to the objection or provide a sufficient rebuttal.

Question 17

Which of the following examples BEST describes a situation in which the direct request pattern is MOST appropriate?

Accepted Answer

The direct request pattern is most appropriate when you expect a quick agreement from the audience. This pattern is used when the request is simple and straightforward, and the audience is likely to agree without much persuasion. In such a situation, the direct request pattern ensures that the message is clear, concise, and to the point without unnecessary explanation or justification.

Question 18

You are writing to a reader who favours a different solution than the one you recommend.Which of the following strategies is MOST likely to persuade the reader?

Accepted Answer

Describing the reader's solution first and explaining its limitations before introducing your own solution shows that you understand and have considered their perspective. This approach can make the reader more receptive to your alternative solution.

Question 19

In a sales letter, when should you mention the price of a luxury good?

Accepted Answer

The answer of In a sales letter, when should you...

Question 20

If an objection to your argument is false and is based on misinformation, which of the following would be the BEST way to counter it?

Accepted Answer

The answer of If an objection to your argument is...

Quiz 9: Persuasive and Sales Messages