Если у вас возникли сложности с курсовой, контрольной, дипломной, рефератом, отчетом по практике, научно-исследовательской и любой другой работой - мы готовы помочь.
Предоплата всего
Подписываем
Chapter 9
MULTIPLE CHOICE. Choose the one alternative that best completes the statement or answers the question.
1) Unlike routine positive messages, persuasive messages
A) try to influence audiences who are inclined to resist
B) depend on careful planning
C) tend to be shorter
D) A and B above
Answer: D
Diff: 2 Page Ref: 180
2) When analyzing your audience for a persuasive message it is important to
A) focus on your message
B) connect your message to your audience's existing desires and interests
C) examine alternative positions
D) B and C above
Answer: D
Diff: 2 Page Ref: 180
3) Demographics include all of the following about an audience except
A) education B) income C) age D) attitudes
Answer: D
Diff: 2 Page Ref: 181
4) When planning your persuasive message, it is important to do all of the following except
A) analyze your purpose B) strive for high ethical standards
C) establish your credibility D) write your message
Answer: D
Diff: 3 Page Ref: 180, 181
5) When analyzing your audience it is important to consider
A) audience cultural differences B) audience demographics
C) audience psychographics D) all of the above
Answer: D
Diff: 2 Page Ref: 181
6) To establish your credibility you should do all of the following except
A) establish common ground
B) focus only on your side of the argument
C) name your sources
D) be enthusiastic
Answer: B
Diff: 2 Page Ref: 181
7) 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) all of the above
Answer: B
Diff: 3 Page Ref: 181
8) The best persuasion influences by
A) aiding understanding B) providing information
C) being persuasive D) A and B above
Answer: D
Diff: 2 Page Ref: 181
9) Ethical persuasion should
A) focus on achieving your goals B) persuade without manipulating
C) avoid unfavourable points D) all of the above
Answer: B
Diff: 2 Page Ref: 181
10) Most persuasive messages use the
A) direct approach B) indirect approach
C) analytic approach D) convoluted approach
Answer: B
Diff: 3 Page Ref: 182
11) When using the direct approach to craft a persuasive message, remember to include
A) a justification or explanation for your main point
B) an emotional appeal
C) an analysis of the situation
D) all of the above
Answer: A
Diff: 2 Page Ref: 182
12) Finding the right balance between emotional and logical appeals depends on all of the following except
A) your reader's expectations
B) the ethical appeals you plan to use
C) the actions you wish to motivate
D) the degree of resistance you must overcome
Answer: B
Diff: 2 Page Ref: 183
13) 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) all of the above
Answer: B
Diff: 2 Page Ref: 183
14) 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) all of the above
Answer: B
Diff: 3 Page Ref: 184
15) 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
Answer: A
Diff: 3 Page Ref: 184
16) 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.
Answer: B
Diff: 3 Page Ref: 184
17) 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
Answer: B
Diff: 3 Page Ref: 184
18) When using the AIDA approach to persuasion, the opening should
A) make your audience want to hear about your idea
B) provide a buffer
C) build common ground with your audience
D) A and C above
Answer: D
Diff: 2 Page Ref: 184
19) The Desire step in the AIDA approach should focus on
A) answering in advance any questions the audience might have
B) backing up your claims with evidence
C) explaining how the change will benefit the audience
D) all of the above
Answer: D
Diff: 2 Page Ref: 184
20) When using the AIDA approach to persuasion, the closing should
A) provide additional evidence and detail not covered in the Desire step
B) explain the steps needed to implement your ideas
C) urge the audience to take the action you are suggesting
D) all of the above
Answer: C
Diff: 3 Page Ref: 184
21) The AIDA plan for persuasive messages should be used with
A) an indirect approach only
B) a direct approach only
C) either a direct or an indirect approach
D) neither a direct or an indirect approach
Answer: C
Diff: 3 Page Ref: 184
22) When using the AIDA plan for persuasion, it is best to
A) focus mostly on your primary goal
B) avoid directly telling the audience what your goal is
C) always state your goals in the first line
D) try to accomplish as many goals as possible
Answer: A
Diff: 3 Page Ref: 184
23) When using the AIDA plan to request an action, the opening
A) should show readers that you have considered their concerns
B) could include a flattering comment about the reader
C) should get your reader's attention
D) all of the above
Answer: D
Diff: 3 Page Ref: 184
24) When requesting an action, your main goals should include all of the following except to
A) gain credibility for your request
B) get your readers to do your work for you
C) gain credibility for you
D) convince readers that helping you will solve a significant problem
Answer: B
Diff: 1 Page Ref: 186
25) When requesting a routine favour you should use the
A) desire approach B) interest approach
C) indirect approach D) direct approach
Answer: D
Diff: 2 Page Ref: 187
26) When writing a claim request, your main goal should be to
A) persuade the company to make an adjustment in your favour
B) threaten to withhold payment
C) convey your negative impressive of the company
D) let the company know how disappointed and upset you are
Answer: A
Diff: 2 Page Ref: 188
27) A good claim letter should
A) assume that the reader is not trying to cheat you
B) maintain a confident and positive tone
C) include a complete review of the facts
D) all of the above
Answer: D
Diff: 2 Page Ref: 188
28) When using the AIDA plan to make a claim, the opening should
A) give the reader a reason for granting your claim
B) specify a deadline for action
C) state the problem
D) all of the above
Answer: C
Diff: 3 Page Ref: 186, 188
29) For a successful sales effort, your product's distinguishing benefit must correspond to your readers'
A) attention focus
B) primary needs and emotional concerns
C) social-economic demographic
D) all of the above
Answer: B
Diff: 2 Page Ref: 190
30) When composing sales messages you should focus on
A) no product benefits, only selling points
B) relatively few product benefits
C) only emotional product benefits
D) as many product benefits as possible
Answer: B
Diff: 2 Page Ref: 190
31) When writing a sales letter get attention with
A) a question B) an offer/gift
C) a fact D) all of the above
Answer: D
Diff: 3 Page Ref: 190
32) The four strategies for writing a sales message include all of the following except
A) determine selling points and benefits B) support your claims
C) use action terms D) predict responses
Answer: D
Diff: 2 Page Ref: 189, 190
33) When discussing price in a sales message, you should always
A) prepare the readers for the information
B) highlight the information
C) downplay the information
D) none of the above
Answer: A
Diff: 2 Page Ref: 192
34) If price is not a major selling point, your sales message could
A) place the price in the middle of a paragraph
B) include the price in an accompanying brochure
C) leave out the price
D) all of the above
Answer: D
Diff: 1 Page Ref: 192
35) Which of the following is not a technique for minimizing price?
A) compare your product's price to the cost of another product
B) compare your product's price to the cost of a service
C) appeal to the readers' emotions
D) break a quantity price into units
Answer: C
Diff: 2 Page Ref: 192
36) When supporting your claims in a sales message you should
A) provide only the basic information
B) avoid testimonials due to possible legal problems
C) anticipate every question your audience might have
D) all of the above
Answer: C
Diff: 2 Page Ref: 192
37) All of the following are effective ways to attract attention at the beginning of a sales letter except
A) appeal to your reader's emotions and values
B) ask the readers to buy your product
C) issue a challenge
D) give a sample of your product
Answer: B
Diff: 2 Page Ref: 189, 190
38) The central selling point of a sales message
A) is the single point around which to build your letter
B) distinguishes your product from the competition
C) should be highlighted by design and writing techniques
D) all of the above
Answer: D
Diff: 2 Page Ref: 189, 190
39) The final section of a sales letter should
A) clearly state the action you desire, along with specifics on how to order the product
B) explain the benefits of your product
C) pique the readers' interest in the product
D) all of the above
Answer: A
Diff: 3 Page Ref: 191
40) In the final section of a sales letter, to urge the reader to act quickly
A) make the action easy
B) enclose an order form or give them a toll-free number
C) remind the reader of the benefits of taking action
D) all of the above
Answer: D
Diff: 1 Page Ref: 191
41) Logical appeals can use
A) deduction B) analogy
C) induction D) all of the above
Answer: D
Diff: 2 Page Ref: 184
42) In using induction to persuade a reader, you might
A) reason from a specific to a generalization
B) report the results of favourable test marketing
C) appeal to their feelings or sympathies
D) A and B only
Answer: D
Diff: 2 Page Ref: 184
43) Fundraising letters should
A) only use a direct approach
B) only use an indirect approach
C) use completely different techniques from sales letters
D) use basically the same techniques as sales letters
Answer: D
Diff: 3 Page Ref: 192
44) Fundraising letters should be sure to
A) spell out the exact help that is needed
B) include information about how the reader will benefit by making a contribution
C) emphasize the urgency of the situation
D) all of the above
Answer: D
Diff: 1 Page Ref: 192, 193
45) Fundraising letters generally depend on
A) a direct approach B) emotional appeals
C) intellectual appeals D) all of the above
Answer: B
Diff: 2 Page Ref: 192
46) Your choice between a direct and indirect approach is also influenced by
A) the extent of your authority B) your seniority
C) expertise D) A and C above
Answer: D
Diff: 2 Page Ref: 182
47) Before you select the direct or indirect approach you need to think carefully about
A) your corporate culture B) your message
C) what your audience expects D) A and C above
Answer: D
Diff: 2 Page Ref: 182
TRUE/FALSE. Write 'T' if the statement is true and 'F' if the statement is false.
48) Effective persuasion is the ability to present a message in a way that will lead others to support it.
Answer: TRUE
Diff: 1 Page Ref: 179
49) When writing a persuasive message, it is important to try to hide your purpose so that the readers don't know you are trying to persuade them to do something.
Answer: FALSE
Diff: 2 Page Ref: 180
50) Effective persuasive techniques are generally the same from culture to culture.
Answer: FALSE
Diff: 2 Page Ref: 181
51) Psychographics looks at quantifiable audience characteristics.
Answer: FALSE
Diff: 3 Page Ref: 181
52) Naming your sources and supporting your message with facts will help you to establish your credibility.
Answer: TRUE
Diff: 1 Page Ref: 181
53) Persuasion is sometimes associated with dishonest and unethical practices.
Answer: TRUE
Diff: 1 Page Ref: 181
54) Although a direct approach is sometimes necessary, most effective persuasion uses an indirect approach.
Answer: TRUE
Diff: 2 Page Ref: 182
55) It is often best to use a direct approach for persuasion when your message is long or complex.
Answer: TRUE
Diff: 2 Page Ref: 182
56) Most persuasive messages contain both emotional and logical appeals.
Answer: TRUE
Diff: 2 Page Ref: 183
57) When you are persuading someone to make a large and important decision, it is best to rely primarily on emotional appeals.
Answer: FALSE
Diff: 2 Page Ref: 183
58) When you're persuading someone to purchase a product or join a cause, you should rely on logical appeals.
Answer: FALSE
Diff: 2 Page Ref: 184
59) Emotional appeals should be subtle and depend on the audience's needs or sympathies.
Answer: TRUE
Diff: 2 Page Ref: 184
60) The AIDA approach focuses on appealing to your audience's fears.
Answer: FALSE
Diff: 2 Page Ref: 184
61) The AIDA plan for persuasion can use either a direct or an indirect approach.
Answer: TRUE
Diff: 3 Page Ref: 184
62) When using the AIDA approach, it is best to focus on achieving as many objectives as possible in one message in order to save time.
Answer: FALSE
Diff: 3 Page Ref: 184
63) Most claim letters should use the direct approach.
Answer: TRUE
Diff: 2 Page Ref: 188
64) When writing a claim letter, you should focus only on the current complaint. Avoid bringing up past problems or other issues.
Answer: TRUE
Diff: 2 Page Ref: 188
65) A good claim letter should show the audience that they are responsible for the problem.
Answer: TRUE
Diff: 3 Page Ref: 188
66) When analyzing the audience for a sales letter, you should focus only on their emotional concerns.
Answer: FALSE
Diff: 1 Page Ref: 188-190
67) Selling points focus on the product; benefits focus on the buyers.
Answer: TRUE
Diff: 2 Page Ref: 190
68) When composing sales messages, be sure to focus on relatively few product benefits
Answer: TRUE
Diff: 2 Page Ref: 190
69) To de-emphasize price, mention benefits and favourable money matters before the actual price
Answer: TRUE
Diff: 2 Page Ref: 192
70) Never break a quantity price into unit costs. I will confuse the customer
Answer: FALSE
Diff: 2 Page Ref: 192
71) A sales message should always downplay the importance of price.
Answer: FALSE
Diff: 2 Page Ref: 192
72) To make your audience want to hear about your problem or idea, begin with an extravagant claim
Answer: FALSE
Diff: 1 Page Ref: 192
73) Providing a sample of the product is usually an effective way of catching the reader's attention.
Answer: TRUE
Diff: 1 Page Ref: 192
74) You should always phrase the selling points in terms of what the product can do for potential customers.
Answer: TRUE
Diff: 1 Page Ref: 190
75) You can further accentuate your main selling point by typographically highlighting examples of how the product has benefited others
Answer: TRUE
Diff: 1 Page Ref: 192
76) In supporting your claims in a sales letter, try and anticipate every question your audience may want to ask
Answer: TRUE
Diff: 3 Page Ref: 192
77) "No money down, no interest payments for 24 months" is a consumer benefit
Answer: FALSE
Diff: 2 Page Ref: 190
78) Like sales letters, fundraising letters should emphasize the benefits to the reader rather than the benefits to the organization.
Answer: TRUE
Diff: 2 Page Ref: 192
79) Most fundraising letters depend primarily on emotional appeals.
Answer: TRUE
Diff: 2 Page Ref: 192
80) It is important to consider corporate culture before selecting the direct or indirect approach.
Answer: TRUE
Diff: 2 Page Ref: 182
81) The decision to use an indirect or direct appoach is also influenced by the extent of your authority, expertise or power in the organization.
Answer: TRUE
Diff: 2 Page Ref: 182
SHORT ANSWER. Write the word or phrase that best completes each statement or answers the question.
82) The attempt to change an audience's attitudes, beliefs or actions is __________.
Answer: Persuasion
Diff: 2 Page Ref: 179
83) Information about the age, gender, occupation, income, education and other quantifiable characteristics of your audience is called __________.
Answer: Demographics
Diff: 3 Page Ref: 181
84) Information about the personality, attitudes, lifestyle and other psychological characteristics of an individual is called __________.
Answer: Psychographics
Diff: 3 Page Ref: 181
85) Your __________ is your capability of being believed because you're reliable and worthy of confidence.
Answer: Credibility
Diff: 2 Page Ref: 181
86) Most persuasive messages use a/an __________ approach, explaining the reasoning and building interest before revealing their purpose.
Answer: Indirect
Diff: 3 Page Ref: 182
87) A/an __________ appeal calls on human reason.
Answer: Logical
Diff: 1 Page Ref: 184
88) When you use specific evidence to support a general conclusion, the type of persuasive reasoning you are using is called __________.
Answer: Induction
Diff: 3 Page Ref: 184
89) The four-step plan for writing persuasive messages is called the __________ plan.
Answer: AIDA (attention, interest, desire, action)
Diff: 3 Page Ref: 184
90) Messages sent by nonprofit organizations persuading readers to donate money or time to help others are called __________ messages.
Answer: Fundraising
Diff: 1 Page Ref: 192
91) The most attractive features of an idea or product are its __________.
Answer: Selling points
Diff: 2 Page Ref: 190
92) __________ words give strength to any business message, but they are especially important in sales letters.
Answer: Action
Diff: 2 Page Ref: 190, 191
93) A/An __________ appeal is aimed at your audience's feelings and sympathies.
Answer: Emotional
Diff: 2 Page Ref: 184
94) To be successful, an emotional appeal must be __________.
Answer: Subtle
Diff: 1 Page Ref: 184
95) With employees, if you choose the indirect approach to ease into a major change, they might see your message as ________.
Answer: Weak
Page Ref: 182
96) If you are new to an organization and choose the direct approach to save your supervisors time they may see your message as _____________.
Answer: Brash or Presumptuous.
Age Ref: 182
ESSAY. Write your answer in the space provided or on a separate sheet of paper.
97) Describe two key steps when analyzing your audience for a persuasive message.
Answer: 1) Gauge your audience's needs. What are their needs? How might they resist? What does the decision maker consider the most important issue? 2) Consider cultural differences. Persuasion is different in different cultures. Be sure you understand what is an appropriate approach in a different culture.
Diff: 3 Page Ref: 180, 181
98) Describe the seven guidelines for establishing your credibility.
Answer: 1) Support your message with facts. The more specific and relevant your proof, the better. 2) Name your sources. Tell your audience where your information comes from and who agrees with you. 3) Be an expert. Know your subject area thoroughly. 4) Establish common ground. The things that you have in common with your audience will help them to identify with you. 5) Be enthusiastic. Your excitement can encourage your audience. 6) Be objective. Your ability to acknowledge all sides of an issue will help you present fair and logical arguments. 7) Be sincere. Your concern and truthfulness will help you to focus on your audience's needs.
Diff: 3 Page Ref: 181
99) Explain when you should use an emotional vs. a logical appeal to persuade an audience.
Answer: Most persuasion uses a combination of both emotional and persuasive appeals. Often people need to find rational support for an attitude they have already accepted emotionally. Emotional appeals are better when persuading someone to buy a product or to get emotionally involved by joining a cause or making a donation. Emotional appeals are usually better for less significant decisions and for audiences who already are on your side. Logical appeals are best when you are persuading someone to accept a complex idea, take a serious step, or make an important decision.
Diff: 3 Page Ref: 183, 184
100) Describe the three main types of logical appeals.
Answer: 1) Analogy-using comparisons to persuade. 2) Induction-reasoning from specific evidence to a general conclusion. 3) Deduction-reasoning from a generalization to a specific conclusion.
Diff: 3 Page Ref: 184
101) Describe the four steps of the AIDA plan for persuasive messages.
Answer: 1) Attention: Make your audience want to hear about your idea. Find some common ground on which to build your case. 2) Interest: Explain the relevance of your message to your audience. 3) Desire: Make readers want to change by explaining how the change will benefit them. Answer in advance questions that your audience might have. Back up your claims with evidence that supports your point. 4) Action: Ask your audience to take the action you suggest.
Diff: 3 Page Ref: 184
102) Describe the best way to write a claim request using the AIDA approach.
Answer: Use the direct approach. Begin by getting the reader's attention by clearly stating the basic problem. Be as specific as possible about what you want to happen. Give your reader a good reason for granting your claim. Show that the audience is responsible for the problem. Explain the situation calmly and reasonably. Don't make threats. Make sure that your request is a logical response to the problem. Close by specifying a deadline for action and reminding your audience of the benefit of granting your claim.
Diff: 3 Page Ref: 184-186
103) List and describe the four strategies for creating a sales message.
Answer: 1) Determining selling points and benefits: Know how your product's selling points benefit your audience. 2) Use action terms: Use action words and colorful language to convey a dynamic image. 3) Talking about price: Carefully consider how important price will be to your audience. 4) Supporting your claim: You have to prove what you have claimed about your product. This might include samples, brochures, testimonials, scientific studies, guarantees, etc. Try to anticipate every question your audience may have.
Diff: 3 Page Ref: 190
104) In a sales message, describe the ways that you can minimize the importance of price.
Answer: You can leave out any mention of price or include it in an accompanying brochure. You can place it in a less important location in the letter, near the end or mid-paragraph after you have described the benefits and selling points. You can compare the price to some other product or activity in an attempt to make the price of your product seem small and affordable in comparison. You can break a large price down into units-instead of noting the price of the whole unit, report the price of each individual element.
Diff: 3 Page Ref: 190, 191
105) List five useful pointers for writing sales letters.
Answer: 1) Start with a provocative question 2) Highlight your product's most attractive feature 3) Link this to an associated reader benefit 4) Describe objective details of the product 5) Offer a sample of the product
Diff: 3 Page Ref: 191
106) Explain the ways that fundraising and sales letters are different and how they are similar.
Answer: Many of the same techniques can be used for both sales and fundraising letters. Both kinds of letters depend on emphasizing the benefits to the reader. Explain to readers what's in it for them. In both cases your biggest challenge is to motivate the readers to take action and either buy your product or contribute to your cause. Sales letters need to focus on anticipating the audience's questions about the product and on showing the readers that the product will benefit them. Fundraising letters often appeal to the readers' emotions by using stories or real life examples of the cause they support.
Diff: 3 Page Ref: 192, 193
107) Suppose you are a first-line manager writing a message to top management. Explain why your choice of direct or indirect approach is also influenced by the extent of your authority, expertise or power in an organization.
Answer: As a first line manager writing a persuasive message to top management, you may try to be diplomatic and use an indirect approach. However, your choice could backfire if some managers perceive your indirectness as manipulative and time wasting. On the other hand, you may decide to try to save your supervisors time by using a direct approach, which might be perceived as brash or presumptuous.
Diff: 3 Page Ref: 182
108) Suppose you are a first-line manager writing a message to employees. Explain why your choice of direct or indirect approach is also influenced by the extent of your authority, expertise or power in an organization.
Answer: As a first line manager writing a persuasive message to employees, you may try to be diplomatic and use an indirect approach to ease into a major change, but your audience may see your message as weak or even wishy-washy. On the other hand, you may decide to try to save time by using a direct approach, which might be perceived as brash or presumptuous.
Diff: 3 Page Ref: 182