Buss comm Module 8

Which of the following statements about direct mail marketing is most accurate? With the increasing popularity of e-marketing, direct mail marketing has become obsolete. Sales letters are usually part of multichannel marketing campaigns. Sales letters are usually part of multichannel marketing campaigns. In terms of response rates, e-mail marketing is more effective than direct-mail letters. Virtual mail appears to have a greater emotional impact than tangible mail.

Sales letters are usually part of multichannel marketing campaigns.

A "limited-time offer" is an example of which psychological trigger that influences people to act or believe? Commitment Social proof Scarcity Authority

Scarcity

The manager of a bookstore plans to use e-mail to send an online sales message announcing a special sale. What is the best advice to make this e-marketing campaign successful? Leave the subject line blank so that readers will be curious enough to open the message. Build interest by placing the most important information near the end of the message. Send the e-mail sales message only to those who have given permission. Include at least eight to ten central selling points to overcome any resistance.

Send the e-mail sales message only to those who have given permission.

Adam is writing a proposal to the board of directors about an idea he has for a new product line. What should he do to best persuade the members to adopt his idea? Avoid using facts and figures as it may bore or confuse his readers. Show how his proposal will increase company revenues. Avoid mentioning any risks involved because doing so might scare the audience. Adam should do all of these.

Show how his proposal will increase company revenues.

Heather wants to convince her supervisor to invest in new smartphones for the sales staff. What is the best thing Heather can do in her proposal? Tell her supervisor that the cost of the new smartphones is a good deal. Tell her supervisor how happy she and the others on the sales staff would be with new smartphones. Show how the smartphones will improve the ability of sales staff to stay in touch with clients, resulting in greater productivity and higher sales. Outline some of the features of the new smartphones.

Show how the smartphones will improve the ability of sales staff to stay in touch with clients, resulting in greater productivity and higher sales.

In identifying a "best-selling" item, advertisers are hoping to appeal to which psychological trigger? Reciprocation Social proof Authority Commitment

Social proof

In which of the following situations is the writer being unethical? Phillip convinces his employees that they will need to take a 3 percent pay cut but truthfully promises them that it will only be temporary. Taylor writes an e-mail message focusing on a small perk offered in the new health coverage, but she deliberately de-emphasizes a reduction in total coverage. Taylor is being deceitful by deliberately de-emphasizing a reduction in total coverage. Shane interviews four people but cites only the three who have the necessary qualifications in her recommendation report. Instead of writing a standard e-mail message, a CEO releases a video that explains major changes in the company.

Taylor writes an e-mail message focusing on a small perk offered in the new health coverage, but she deliberately de-emphasizes a reduction in total coverage.

Which of the following statements about building interest in persuasive messages is most accurate? After capturing attention, a persuasive request must retain that attention and convince the audience that the request is reasonable. In a persuasive message, the section that builds interest should be no longer than one paragraph. Persuasive requests are likely to be shorter than direct requests. All of these statements are accurate.

After capturing attention, a persuasive request must retain that attention and convince the audience that the request is reasonable.

Which of the following actions is unethical? Exaggerating a point Omitting something crucial Providing deceptive emphasis All of these actions are unethical.

All of these actions are unethical

Which message would be most effective when organized indirectly? An e-mail message informing employees about a change in summer work hours An announcement about management training seminars being offered to employees An e-mail message asking employees to donate to a local charity through payroll deductions An e-mail message telling employees that carpools are being organized

An e-mail message asking employees to donate to a local charity through payroll deductions

Which of the following will most likely require persuasion within an organization? A supervisor tells her staff that they must work overtime to complete a project by the deadline. A team leader tells other team members how to upload information to the company website. An employee proposes a tuition reimbursement program to the company's board of directors. The CEO invites all employees to a holiday party.

An employee proposes a tuition reimbursement program to the company's board of directors.

Which of the following situations requires use of the AIDA (indirect) strategy? An invitation to a local politician to speak at your professional organization's awards banquet An invitation to a local politician to speak at your professional organization's awards banquet is a persuasive message and would require an indirect (AIDA) strategy. An e-mail message asking for information about membership in a professional organization A letter requesting a copy of your credit report All of these choices should use an indirect strategy.

An invitation to a local politician to speak at your professional organization's awards banquet

Which of the following situations would require ​indirect​ organization of a claim or complaint letter? Melanie noticed that the charger cord for her Samsung Galaxy smartphone that she purchased last month is starting to split. Gus ordered business cards that were printed on the wrong color of cardstock. Chelsea's transmission failed two months after her car warranty expired. Mike's December credit card statement contains a $65 charge that he didn't make.

Chelsea's transmission failed two months after her car warranty expired.

Colton has analyzed his purpose and his audience and has considered how he will adapt his message to meet his audience's needs. What should he do next according to the 3-x-3 writing process? Collect data and organize it. Start writing his final draft. Edit what he's done so far. Call audience members to confirm his approach.

Collect data and organize it.

Which of the following is an effective way for persuasive writers and speakers to establish credibility with an audience? Establish their expertise. Offer counterarguments. Request a response from the receiver. Suggest new ideas, directives, or recommendations for change that will be of interest to the audience.

Establish their expertise.

A manager who persuades employees to accept pay cuts because of low profits but fails to reveal executive bonuses is demonstrating ethical behavior. True False

False

In a sales letter promoting its new hybrid vehicle, a car company included this sentence: Our new hybrid model will save you hundreds of dollars annually on gasoline expenses. The company is focusing on indirect benefits of purchasing this vehicle. True False

False

Managers trying to persuade employees should use words such as should and must to make their messages more powerful. True False

False

Social media are well suited for overt selling. True False

False

The direct pattern is best when a past claim has been refused or ignored or if you anticipate reluctance to your claim. True False

False

To overcome resistance most effectively, a message should directly address every possible objection your reader might have. True False

False

When using the indirect (AIDA) strategy to write a persuasive message, begin the message by overcoming any resistance your reader might have. True False

False

You can reduce your gasoline expenses by installing our fuel-efficient tires on your vehicle is an example of an emotional appeal. True False

False

Nicole wants to ask her boss if she can telecommute two days a week, but she's afraid her boss will oppose her request. What should she do first in her written request? Reduce resistance Gain attention Motivate action Build interest

Gain attention

Which of the following sequences works best for most persuasive messages? Motivate action, gain attention, build interest, request order Gain attention, build interest, elicit desire and reduce resistance, motivate action Sales messages and other persuasive requests usually follow a four-part indirect pattern, known as the AIDA strategy: gain attention, build interest, elicit desire and reduce resistance, motivate action. Build interest, gain attention, motivate action, elicit desire and reduce resistance Gain attention, build interest, motivate action, request order

Gain attention, build interest, elicit desire and reduce resistance, motivate action

The most effective sales messages follow which pattern? Gain attention, build interest, elicit desire and reduce resistance, motivate action. Gain attention, motivate action, elicit desire and reduce resistance, build action. Gain attention, elicit desire and reduce resistance, build interest, motivate action. Build interest, gain attention, elicit desire and reduce resistance, motivate action.

Gain attention, build interest, elicit desire and reduce resistance, motivate action.

Which of the following is not an effective persuasion technique? Incite fear. Establish credibility. Recognize the power of loss. Make a reasonable, specific request.

Incite fear

When promoting products and writing sales letters, which of the following is legal? Including a "puffery" statement such as We offer the best service in the industry Using a celebrity's name or likeness in a sales message without his or her permission Telling people they are sweepstakes winners or finalists when they really aren't All of these choices are legal.

Including a "puffery" statement such as We offer the best service in the industry

Which of the following would be the best way to begin a persuasive claim or complaint letter? Open with an objective statement of the problem. Open with a detailed chronology of what happened. Open with a statement that clearly shows your frustration with the situation. All of these choices would be effective ways to begin a persuasive claim letter.

Open with an objective statement of the problem.

Which of the following is true about persuasion in the digital age? The volume and reach of persuasive messages have become limited. Persuasion is less complex and personal. Persuaders play on emotions by using flattery, empathy, nonverbal cues, and likability appeals. Only organizations with dedicated sales teams are in the persuasion business.

Persuaders play on emotions by using flattery, empathy, nonverbal cues, and likability appeals.

Which of the following sentences conveys the best tone for a persuasive request within an organization? You should start following the new procedure immediately. You must approve my travel expenses by Friday. Please see your supervisor to have all supply purchases preapproved. Management demands that all new employees attend an orientation session.

Please see your supervisor to have all supply purchases preapproved.

Which of the following sentences best motivates action in a persuasive message? We know that you'll want your employees to complete our ethics training program, so we'll drop by tomorrow to finalize the contract. If you think that our ethics training program might benefit your employees, we hope you'll consider hiring us. The ethics training we provide will help your employees effectively resolve workplace-related ethical dilemmas. Please call me by August 1 so that your training sessions can begin by August 15. All choices would effectively motivate action.

The ethics training we provide will help your employees effectively resolve workplace-related ethical dilemmas. Please call me by August 1 so that your training sessions can begin by August 15.

A P.S. (postscript) is an effective location for your strongest motivator in a sales message. True False

True

A P.S. (postscript) is an effective location for your strongest motivator in a sales message. Correct! True False

True

Amanda is writing a claim letter about unsatisfactory service she received at a recent business dinner. She should enclose a copy of her restaurant receipt. True False

True

An advantage of attempting to persuade through writing (vs. face to face) is that you can think through your purpose and prepare a more thoughtful and controlled message. True False

True

An effective opener for a press release might be WB Lending Corporation supports the community by sponsoring Dunwoody Elementary School's Read-to-Learn Program. True False

True

Businesses should send e-mail marketing messages only to recipients who have given permission. True False

True

Direct-mail (vs. e-mail) sales messages are shown to have higher customer response rates. True False

True

In a practical sense, effective persuasion shows how you can help solve a problem or make life easier for your audience. True False

True

Paul wants to convince the members of his staff to begin exercising more. He should use an indirect organizational pattern to persuade the staff. True False

True

Rational appeals are generally appropriate when a product is expensive or important to health, security, or financial success. True False

True

Would you like to reduce your daily commute time? is an effective statement for the opening paragraph of a sales message. True False

True

Effective persuaders may choose from different organizational strategies to get the results they want. Which of the following is the most accurate statement about organizational patterns? When writing a persuasive message, always use the indirect organizational strategy. If you are asking for something that you know will be approved, use the indirect organizational strategy. When you expect resistance or when you need to educate the receiver, use the indirect organizational pattern. The organizational strategy used is unimportant in persuasive messages.

When you expect resistance or when you need to educate the receiver, use the indirect organizational pattern.

In persuading a busy executive to visit a college class, which of the following illustrates a direct benefit to the reader? You will be helping students learn about the finance field. You will receive a $500 honorarium. We would appreciate your giving up your time, and we are grateful for your efforts. You would earn the respect of all your colleagues.

You will receive a $500 honorarium.

Showing customers how your product or service solves a problem, achieves a personal or work objective, or makes life easier is accomplished by ________. adapting the message to the audience. organizing your message. collecting information for your message. analyzing the purpose of the message.

adapting the message to the audience.

The best persuasive requests ________ . offer a product more cheaply than all other competitors anticipate audience resistance focus solely on direct benefits are spoken rather than written

anticipate audience resistance

When submitting a recommendation to your boss, you should ________. back up your suggestions with facts and evidence emphasize how your idea saves money or benefits the business state your suggestions confidently and fairly do all of these.

do all of these.

The best press releases ________. concentrate only on advertising a company's products emphasize the most important information by placing it near the end use the journalistic approach by answering the five Ws and one H in the first sentence focus on information that appeals to a target audience

focus on information that appeals to a target audience

In a letter advertising its recycling services, The Greenfield Recycling Company stresses that customers will feel the satisfaction of knowing that they have helped to preserve the environment. This persuasive technique relies on ________. direct benefits to the reader expert opinion facts and statistic indirect benefits to the reader

indirect benefits to the reader

In a letter advertising its recycling services, The Greenfield Recycling Company stresses that customers will feel the satisfaction of knowing that they have helped to preserve the environment. This persuasive technique relies on ________. direct benefits to the reader expert opinion facts and statistics indirect benefits to the reader

indirect benefits to the reader

To start your home water delivery service immediately, call us at 1-800-555-1111 is an example of ________. reducing resistance motivating action gaining attention building interest

motivating action

The key ingredient of a press release is ________. advertising ​research news ​company benefits

news

When price is an obstacle, the most effective sales messages reduce resistance by ________. mentioning the price right away to show that you have nothing to hide showing the price in smaller units not mentioning the price at all sending your readers to your competitors' websites to compare prices

showing the price in smaller units

Kyoung has an espresso maker that stopped working properly within the warranty period. He plans to write a claim letter to the company. Because he feels his request to have his espresso maker repaired at no cost is justified and will be granted, he should use ________. the indirect strategy the direct strategy a passionate appeal both direct and indirect appeals

the direct strategy