Homework answers / question archive / 1) “Scenario painting” is a persuasive technique that A)  helps readers consider the pros and cons of a product or idea B)  helps readers see how they’ll benefit from a product or idea describes all the technical features of a product

1) “Scenario painting” is a persuasive technique that A)  helps readers consider the pros and cons of a product or idea B)  helps readers see how they’ll benefit from a product or idea describes all the technical features of a product

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1) “Scenario painting” is a persuasive technique that

A)  helps readers consider the pros and cons of a product or idea B)  helps readers see how they’ll benefit from a product or idea

1. 1. 3. describes all the technical features of a product.
      4. should only be used for external messages.

 

2. The three kinds of persuasive appeals identified by Aristotle are all of the following except
   1. 1. appeals based on logic
      2. appeals based on emotion
      3. appeals based upon the reader’s culture
      4. appeals based upon the speaker’s or writer’s character

 

3. To develop the best plan for a persuasive request,A)  consider your own goals for the message.
   1. 2. consider your intended readers’ needs and interests.
      3. just use what has worked in other situations.
      4. A and B.

 

4. Mark the best sentence beginning of the actual request in a persuasive-request message. A)  Please [achieve a worthy goal] by [performing a certain action]. . . .
   1. 2. I know it is presumptuous of me to ask, but will you please . . . .
      3. I should appreciate it if you would . . . .
      4. It would be genuinely appreciated if you would . . . .
      5. It is with extreme humility that I ask you to . . . .

 

 

5. Which of these beginnings is best for a persuasive request for cooperation in answering a questionnaire? The message is directed to college professors, and the questionnaire concerns academic freedom.
   1. 1. Will you please give me a few minutes of your time?
      2. What is the status of academic freedom in colleges today?
      3. Attached is a questionnaire on academic freedom.
      4. Please fill out the attached questionnaire on academic freedom.
      5. The attached questionnaire on academic freedom will take only a few minutes of your time.

  

6. Mark the best of these five opening sentences for a message persuasively requesting medical doctors to answer a questionnaire on the future of their profession.
   1. 1. Will you please give me your opinion on some questions of vital interest to the medical profession?
      2. There are a number of questions I should like for you to answer.
      3. What in your opinion as a medical doctor is the future of the private practice of medicine?
      4. The enclosed questionnaire will take only a few moments of your time to answer.
      5. Won't you please give us a few moments of your time and jot down the answers to the enclosed questions?

  

 

 

7. You would be using character-based appeal in a fund-raising letter for a non-profit organization if you
   1. 1. emphasized the successful track record of the organization
      2. emphasized the competence and dedication of the organization’s leadersC)  recruited an appropriate celebrity to endorse the work of the organization

1. 1. 4. All of the above.
      5. C only.

 

8. Mark the best of these five sentences making the request in a persuasive-request message.
   1. 1. I know that you are very busy and that it will require much time, but will you do the young people of your town a favor and speak to them on April 12?
      2. Will you please make your contribution to the young people by addressing them on April 12?
      3. It would be greatly appreciated if you would address the young people on April 12. D)  Perhaps it is presumptuous to ask, but will you please address the young folks on April 12?

E)  You wouldn't want to address the young people on April 12, would you?

  

 

9. A form of email sales message that is gaining in respectability and acceptance is called
   1. 1. spam
      2. permission email
      3. broadcast spam
      4. selective spam
      5. super spam

  

 

10. Selling to a dealer
    1. 1. typically uses a logical approach.
       2. typically uses an emotional approach.
       3. does not use you-viewpoint as much as selling to a final user.
       4. means emphasizing final-user benefits.
       5. depends on offering a free gift or discount price.

 

 

11. The product most likely to be sold to consumers through rational appeals would be A) diamond rings.
    1. 2. teen fashions.
       3. candy.
       4. automobile tires.
       5. exotic cuisine.

  

 

12. The product whose sales messages would probably need to rely most heavily on emotional appeal would be
    1. 1. oil paintings sold at cut-rate prices.
       2. wrenches.
       3. flowers.
       4. industrial machinery.
       5. vitamin pills.

  

 

 

13. A sales writer might make use of character-based appeal by
    1. 1. Using “cool” or cutting-edge technological effects in the message.
       2. Asserting that the company is committed to environment-friendly products.
       3. Including attractive photos of one or more company executives.
       4. All of the above.
       5. C only.

 

14. Mark the best of five ways to describe the advertising behind a hair-care product in a sales message from the product’s wholesaler to a salon owner who is considering carrying the product.
    1. Interpret the advertising in terms of the likely sales generated.
    2. Send clippings of the ad.
    3. Give a detailed, itemized statement of the advertising strategy.
    4. Refer to the advertising strategy in a subordinate structure.
    5. Emphasize the advertising strategy by placing it at the beginning of the messag

 

 

15. Which of the following relate the most to emotional appeal? A) what the product will do.
    2. exactly what is included in the service.
    3. saving energy costs.
    4. being more attractive to the opposite sex.
    5. all of the above.

  

16. The most important of these goals for the opening of a sales message is A) to set up the sales strategy.
    2. to emphasize the central appeal.
    3. to condition the reader.
    4. to gain favorable attention.
    5. to ask for the sale.

  

 

 

17. All of the following are recommended strategies for getting readers to read your email sales message except
    1. 1. Using “free” in your subject line.
       2. Making clear who is sending the message.
       3. Addressing the reader by name.
       4. Focusing the subject line on a benefit tailored to your readers.

 

18. The sentence that best meets requirements for good sales writing is A) We make Kapers in three weights--light, medium, heavy.
    1. 2. Kapers come in three weights--light, medium, heavy.
       3. Light, medium, and heavy are the weights of Kapers.
       4. You may choose Kapers in three weights--light, medium, heavy.
       5. We make Kapers in your choice of weight--light, medium, heavy.

  

 

19. Mark the sentence with the best language for a sales message to a retailer.
    1. 1. Your customers will read about AJ's time-saving features in the coming issues of Life.
       2. Next month and for the following three months, A.J.'s will be advertised in Life.
       3. Look in next week's Life and see for yourself what we are doing to promote A.J.
       4. Our full-page ad in Life will tell you more about A.J. products.
       5. You will be interested to know that A.J. is being promoted through a full-page Life advertisement.

 

 

20. Mark the best way to call the reader's attention to a brochure in a sales message. A) Use an "Enc." at the bottom of the page.
    2. Direct the reader's attention to its contents by previewing its key points.
    3. Let the brochure's presence speak for itself.
    4. Clip it to the message.
    5. Mention it in the main clause in the close.

 

 

21. The best of these action sentences from a sales message is
    1. It would be greatly appreciated if you will place your order today.
    2. Fill out and mail the enclosed card today--and discover the joys of desert living.
    3. A self-addressed order card is enclosed for your ordering convenience.
    4. We urge you to fill out the enclosed order car
    5. The enclosed card will bring you the joys of desert living.

 

 

22. The best of five action sentences for a message selling a magazine to professionals is
    1. Just check and mail the enclosed cared today--and you'll see how right Fortune is for you.
    2. The attached card should be mailed right away if you want Fortune.
    3. Do it today--right now; before you forget!
    4. If I have described the magazine you need, you have only to fill out the enclosed car
    5. It would be most sincerely appreciated if you would sign and post the enclosed card.

 

 

 

23. The close in a sales message A) needs to be off-subject.
    2. needs to urge action.
    3. thanks the reader for taking the time to read the message.
    4. asks the reader to read the enclosure(s).
    5. all of the above.

  

24. The drive for action in the close of a sales message
    1. should take the reader through the steps of what he or she must do.
    2. should only hint at the desired action.
    3. should never be followed by a postscript.
    4. must not use hard-sell tactics by urging immediacy.
    5. is unnecessary if the rest of the message is well written.