Homework answers / question archive / CHAPTER 8 1)Which of the following can make persuasion effective?   Avoiding comparisons with other alternatives   Writing generalized messages   Knowing your audience   Using the deductive approach     For persuasion to be effective, you must:   accept your audience's point of view

CHAPTER 8 1)Which of the following can make persuasion effective?   Avoiding comparisons with other alternatives   Writing generalized messages   Knowing your audience   Using the deductive approach     For persuasion to be effective, you must:   accept your audience's point of view

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CHAPTER 8

1)Which of the following can make persuasion effective?

 

1. 1. Avoiding comparisons with other alternatives

 

1. 2. Writing generalized messages

 

1. 3. Knowing your audience

 

1. 4. Using the deductive approach

 

 

2. For persuasion to be effective, you must:

 

1. 1. accept your audience's point of view.

 

1. 2. convince someone into taking action favorable to him or her.

 

1. 3. have a rational and logical response to your audience's arguments.

 

1. 4. use abstract nouns and passive verbs in your message.

 

 

3. Identify a true statement about persuasion.

 

1. 1. It can simply be a way of getting a client or a supervisor to say yes.

 

1. 2. It is an attempt to trap someone into taking action favorable to the communicator.

 

1. 3. It involves the incorporation of complex scientific equations in a message.

 

1. 4. It involves an irrational exaggeration of the features of a product that one is trying to sell.

 

4. While writing a persuasive message, you need information about your:

 

1. 1. legal rights.

 

1. 2. company's shareholders.

 

1. 3. product, service, or idea.

 

1. 4. competitors.

 

5. While writing a persuasive message, you can obtain information about your product, service, or idea by:

 

1. 1. conducting tests and experiments.

 

1. 2. formulating marketing strategies.

 

1. 3. assessing audience characteristics.

 

1. 4. defining your target market.

 

 

6. Which of the following questions should you ask before writing a persuasive message to know your product, service, or idea?

 

1. 1. Who are the people to whom the persuasive message is directed?

 

1. 2. What do you want the reader to do?

 

1. 3. How might cultural differences affect your message?

 

1. 4. What is the cost to the receiver?

7. Which of the following questions should you ask before writing a persuasive message to know your audience?

 

1. 1. What will your product, service, or idea do for the reader?

 

1. 2. What do you want the audience to do?

 

1. 3. How might cultural differences affect your message?

 

1. 4. How is your product or service different from its competition?

 

 

 

 

 

 

8. Josef often camps with his friends. He responds to an advertisement for a tent that can be set up with ease, is spacious, is resistant to harsh climatic conditions, and can be mended easily if damaged. According to Maslow's hierarchy of needs, the advertised benefits of the product appeal to Josef's _____, security, and safety needs.

 

1. 1. physiological

 

1. 2. social

 

1. 3. ego

 

1. 4. self-actualization

 

9. As indicated by Maslow's hierarchy of needs, some people respond favorably to advertisements that target their need to be entertained, remembered, appreciated, or respected. The needs that are being targeted are social, ego, and _____ needs.

 

1. 1. physiological

 

1. 2. security

 

1. 3. self-actualizing

 

1. 4. safety

 

 

10. Which of the following questions should you ask before writing a persuasive message to identify the desired action?

 

1. 1. What will your product, service, or idea do for the reader?

 

1. 2. What do you want the reader to do?

 

1. 3. How might cultural differences affect your message?

 

1. 4. What is the cost to the receiver?

 

 

11. In the context of the persuasive process, which of the following best describes AIDA?

 

1. 1. Gaining attention, instigating action, creating desire, and encouraging acceptance

 

1. 2. Gaining acceptance, inviting questions, instigating action, and attracting attention

 

1. 3. Gaining attention, generating interest, creating desire, and motivating action

 

1. 4. Gaining acceptance, instigating action, discussing benefits, and attracting attention

 

 

 

12. Which of the following is the main idea of a persuasive message written using the AIDA approach?

a. The request for action

 

b. The product's features

 

c. The factual evidence

 

d. The product's cost

 

 

13. Which of the following principles is helpful in preparing persuasive messages?

 

1. 1. Keep paragraphs long and detailed.

 

1. 2. Use passive verbs.

 

1. 3. Use general language.

 

1. 4. Stress a central selling point.

 

 

14. Marcus is writing a persuasive message asking his employees to complete an online survey. Which of the following guidelines should he follow when writing his message?

 

1. 1. He should keep the paragraphs long and detailed.

 

1. 2. He should use concrete nouns and active verbs.

 

1. 3. He should focus on aspects that benefit the company.

 

1. 4. He should use a deductive outline.

 

 

15. Unlike solicited sales messages, unsolicited sales messages:

 

1. 1. are requested by potential buyers.

 

1. 2. require attention-getters.

 

1. 3. offer guarantees.

 

1. 4. follow a deductive outline.

 

 

16. A(n) _____ is needed in a sales message when the audience is not known to have expressed an interest previously.

 

1. 1. cliché

 

1. 2. counterproposal

 

1. 3. buffer

 

1. 4. attention-getter

 

 

17. One of the objectives of _____ in an unsolicited sales message is to introduce a relationship between the audience and the product, service, or idea.

 

1. 1. the salutation

 

1. 2. the attention-getter

 

1. 3. a counterproposal

 

1. 4. an enclosure

18. _____ can be included in unsolicited sales messages for gaining attention.

 

1. 1. Clichés

 

1. 2. Personal experiences

 

1. 3. Technical jargons

 

1. 4. Counterproposals

 

 

19. To get a reader's attention and interest using a sales message, you must:

 

1. 1. place the central selling feature of a product in the middle paragraph of the message.

 

1. 2. choose an anecdote that is likely to be familiar to the reader.

 

1. 3. organize the message using the deductive outline.

 

1. 4. use a unique combination of words to describe how a product can solve the reader's problem.

 

 

20. In a persuasive message, an effective introduction of a product, service, or idea:

 

1. 1. is cohesive and action centered.

 

1. 2. uses abstract nouns and passive verbs.

 

1. 3. is written using a deductive outline.

 

1. 4. describes an anecdote that is likely familiar to the audience.

 

 

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

 

1. 1. jargon

 

1. 2. research evidence

 

1. 3. a trite expression

 

1. 4. a cliché

 

 

 

22. _____ makes a sales message sound authentic.

 

1. 1. A cliché

 

1. 2. A general remark

 

1. 3. Jargon

 

1. 4. Concrete language

 

 

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

 

1. 1. Using flowery language

 

1. 2. Avoiding specific language

 

1. 3. Including superlatives

 

1. 4. Avoiding exaggerations

 

 

24. _____ can help in convincing prospective customers that they will like your product, service, or idea.

1. 1. Agendas

 

1. 2. Counterproposals

 

1. 3. Guarantees

 

1. 4. Copyrights

 

 

25. 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 include the price in its sales message?

 

1. 1. At the beginning of the message as an attention-getter

 

1. 2. Late in the message after discussing the product's benefits

 

1. 3. In the closing sentence of the message as the reason for taking action

 

1. 4. Throughout the message as a central selling point

 

 

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

 

1. 1. Introducing the price early in the message

 

1. 2. Introducing the price before creating a desire for the product

 

1. 3. Mentioning the price in a simple sentence

 

1. 4. Stating the price in terms of small units

 

 

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

 

1. 1. do not state price in terms of small units

 

1. 2. invite comparison of like products, services, or ideas with similar features

 

1. 3. do not illustrate the price using figures

 

1. 4. introduce the price early in the message, and mention it only in a simple sentence

 

 

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

 

1. 1. It should be relatively short for proper clarity and emphasis.

 

1. 2. It should include testimonials, guarantees, and enclosures.

 

1. 3. It should include a detailed description of the product to be sold.

 

1. 4. It should be written using a deductive outline.

 

 

 

29. In a sales message, _____.

 

1. 1. a well-known anecdote should be included to gain the reader's attention

 

1. 2. preposterous statements should be included to make the message sound authentic

 

1. 3. general remarks about a product's durability and appearance should be included to create desire

 

1. 4. the desired action should be defined in specific terms that are easy to complete
       

 

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

a. It should include testimonials, guarantees, and enclosures.

 

b. It should be written using a deductive outline.

 

c. It should restate the central selling point.

 

d. It should be relatively long and detailed.

 

 

31. 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.

 

1. 1. attention-getter

 

1. 2. central selling point

 

1. 3. problem statement

 

1. 4. counterproposal

 

 

32. 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:

 

1. 1. emphasized using abstract nouns and passive verbs.

 

1. 2. written using the deductive approach.

 

1. 3. reinforced throughout the message.

 

1. 4. implied when the product is described.

 

 

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

 

1. 1. while prices are not in effect.

 

1. 2. when the company will receive benefits.

 

1. 3. when a rebate is being offered.

 

1. 4. on business days.

 

 

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

 

1. 1. "Make your purchase before December 15, and receive your rebate."

 

1. 2. "If you make a decision, you might be eligible for a discount."

 

1. 3. "Let us hear from you about your purchase decision."

 

1. 4. "We hope you will fill out your preferences for us to customize the product."

 

 

35. An effective sales message:

 

1. 1. is written using a deductive outline.

 

1. 2. asks confidently for action.

 

1. 3. includes clichés and jargon.

 

1. 4. uses general language.

 

 

 

 

 

36. An assumption of a persuasive request is that:

 

1. 1. compliance is justified when the request is for an adjustment.

 

1. 2. the request is not likely to provoke any resistance.

 

1. 3. compliance will be rewarded when the request is for legal assistance.

 

1. 4. the request will be granted quickly and willingly.

 

 

37. Which of the following is true of persuasive requests?

 

1. 1. They are granted quickly and willingly.

 

1. 2. They invite action only after attempting to create a desire to take action.

 

1. 3. They begin by asking for an adjustment.

 

1. 4. They exclude arguments as they do not anticipate any resistance.

 

 

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

 

1. 1. buffer

 

1. 2. memo

 

1. 3. testimonial

 

1. 4. guarantee

 

 

39. Unlike routine claims, persuasive claims:

 

1. 1. use a deductive sequence.

 

1. 2. are granted quickly and willingly.

 

1. 3. do not begin by asking for an adjustment.

 

1. 4. do not require logical arguments.