Question 1

AIDA stands for

Accepted Answer

A)   anticipate inquiry in doing adjustments.
B)   assume, insist, describe, act.
C)   attention, interest, desire, action.
D)   appeal, indirect, direct, action.

Question 2

A(n) ________ appeal is based on the audience's feelings or sympathies rather than its rational assessment of the facts.

Accepted Answer

The answer of A(n) ________ appeal is based on the...

Question 3

Which of the following would be the best wording in a marketing or sales message?

Accepted Answer

A)   The Never-Off whole-house generator smashes all your doubts about generators and tosses them in the trash.
B)   The Never-Off whole-house generator requires professional installation.
C)   The Never-Off whole-house generator automatically provides the 110 volt power your family needs during electrical outages.
D)   The Never-Off whole-house generator provides either 110 volts for standard use or 220 volts for washers and driers.

Question 4

If you possess little authority in your organization, the direct approach will generally be best for the persuasive messages you send to colleagues.

Accepted Answer

A) True 
 B)False

Question 5

If you are trying to persuade a hostile audience to take action, you should meet their hostility with your own belligerence to show that you are as tough as they are.

Accepted Answer

A) True 
 B)False

Question 6

If price is one of your strong selling points, you should

Accepted Answer

A)   give it a position of prominence, such as in the headline or as the last item in a paragraph.
B)   mention special offers, such as volume discounts, before actually stating the price.
C)   compare the price to the cost of some other product or activity ("This exercise equipment costs less than a health club membership") .
D)   break the total price into smaller units ("Just six easy payments of $19.95 each will bring you this lovely collector's item") .

Question 7

The key to a successful action phase in the AIDA model is

Accepted Answer

A)   making the action you propose simple and easy.
B)   creating a win-lose situation, with you as the winner.
C)   getting readers to change their minds.
D)   increasing the audience's awareness of your product or service.

Question 8

When it comes to persuasive messages, an up-front hard-sell approach is usually the most successful.

Accepted Answer

A) True 
 B)False

Question 9

Personality, lifestyle, and attitudes are assessed through

Accepted Answer

A)   demographic surveys.
B)   psychographic studies.
C)   examinations of census data.
D)   inkblot tests.

Question 10

The interest phase of a sales message should

Accepted Answer

A)   emphasize attractive features and important details.
B)   begin with a "hard sell" that makes audiences want to hear more.
C)   help the audience understand how your idea will benefit them.
D)   avoid any attempts at answering potential objections.

Question 11

In the attention phase of a persuasive message, your goal is to make the audience want to hear about your idea.

Accepted Answer

A) True 
 B)False

Question 12

When using the AIDA approach to persuasion, which of the following would be the best opening to your message?

Accepted Answer

A)   Are you spending way too much on prescription drugs?
B)   How are you today?
C)   I know you've heard this all before, but ...
D)   This is an important message.

Question 13

An advertisement stating that a new resort offers "freedom and comfort along with $20 savings per month" is using

Accepted Answer

A)   an analogy.
B)   an inductive appeal.
C)   an emotional appeal.
D)   both logical and emotional appeals.

Question 14

An ethical persuasive argument

Accepted Answer

A)   focuses on how the audience's actions will benefit the sender.
B)   is a contradiction in terms.
C)   includes any evidence the sender can come up with, whether or not it's relevant.
D)   focuses on being both truthful and nondeceptive.

Question 15

________ information includes age, gender, occupation, income, and education.

Accepted Answer

The answer of ________ information includes age, gender, occupation, income,...

Question 16

An effective ending for a persuasive message would be:

Accepted Answer

A)   Please respond as soon as possible because this offer is not likely to last very long.
B)   Simply take the enclosed coupon to any of our service centers by June 15 for your free oil and filter change.
C)   Wouldn't you like to save some money?
D)   Be sure to tell all your friends about this exciting offer.

Question 17

List three categories of common persuasive business messages.

Accepted Answer

Most persuasive business messa...

Question 18

If the audience for your marketing or sales message promoting a new security system is made up of wealthy professionals, the consumer benefit you would most want to emphasize is

Accepted Answer

A)   the low cost of the system.
B)   the low monthly payments for the service.
C)   easy, do-it-yourself installation.
D)   protection of the consumer's property.

Question 19

Which of the following would not be an effective technique for gaining audience attention in sales messages?

Accepted Answer

A)   Promising savings
B)   Stating your product's strongest benefit
C)   Emphasizing how badly you need some sales to remain open
D)   Explaining how your product offers a solution to a problem

Question 20

Because promotional messages are not legally binding contracts in most states, it is usually acceptable to imply offers or promises you cannot deliver.

Accepted Answer

A) True 
 B)False

Exam 10: Writing Persuasive Messages

The key to a successful action phase in the AIDA model is

Correct AnswerverifiedShow Answer

AIDA stands for

Correct AnswerverifiedShow Answer

If you possess little authority in your organization, the direct approach will generally be best for the persuasive messages you send to colleagues.

Correct AnswerverifiedShow Answer

An ethical persuasive argument

Correct AnswerverifiedShow Answer

When it comes to persuasive messages, an up-front hard-sell approach is usually the most successful.

Correct AnswerverifiedShow Answer

When using the AIDA approach to persuasion, which of the following would be the best opening to your message?

Correct AnswerverifiedShow Answer

Personality, lifestyle, and attitudes are assessed through

Correct AnswerverifiedShow Answer

If the audience for your marketing or sales message promoting a new security system is made up of wealthy professionals, the consumer benefit you would most want to emphasize is

Correct AnswerverifiedShow Answer

If you are trying to persuade a hostile audience to take action, you should meet their hostility with your own belligerence to show that you are as tough as they are.

Correct AnswerverifiedShow Answer

In the attention phase of a persuasive message, your goal is to make the audience want to hear about your idea.

Correct AnswerverifiedShow Answer

If price is one of your strong selling points, you should

Correct AnswerverifiedShow Answer

List three categories of common persuasive business messages.

Correct AnswerverifiedMost persuasive business messa...View AnswerShow Answer

A(n) ________ appeal is based on the audience's feelings or sympathies rather than its rational assessment of the facts.

Correct AnswerverifiedShow Answer

An effective ending for a persuasive message would be:

Correct AnswerverifiedShow Answer

________ information includes age, gender, occupation, income, and education.

Correct AnswerverifiedShow Answer

Because promotional messages are not legally binding contracts in most states, it is usually acceptable to imply offers or promises you cannot deliver.

Correct AnswerverifiedShow Answer

Which of the following would not be an effective technique for gaining audience attention in sales messages?

Correct AnswerverifiedShow Answer

An advertisement stating that a new resort offers "freedom and comfort along with $20 savings per month" is using

Correct AnswerverifiedShow Answer

The interest phase of a sales message should

Correct AnswerverifiedShow Answer

Which of the following would be the best wording in a marketing or sales message?

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Most persuasive business messa...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified