BCOM 3113 Chapter 10
A persuasive request should open with words that accomplish which of the following?
- Gain Attention - Set up the strategy
Which of the following are reasons why sales messages are considered controversial?
- Many readers do not wish to receive them - They rely on persuasive tactics that could be perceived as unethical
Which of the following are examples of a persuasive request?
- Sending a fundraising newsletter - Asking your boss for a new computer - Reminding employees to show up on time
Which of the following are goals in the opening sales message?
- To grab the reader's attention - To motivate the reader to keep reading
Which of the following characterizes the modern seller-buyer conversation about a product or service?
Both parties are well informed
The social media platform that is entirely focused on visuals is called
Which of the following subject lines would be most likely to get a reader's attention without being flagged as spam?
Keep your house warmer this winter.
Unsolicited and unwanted sales messages in email form are called
Spam
Compared to Pinterest, Instagram is not as good at
driving visitors to a company's website
In order to maximize reader involvement with a sales message, the writing should use the ______ person.
Second
Research has shown that more than 80% of marketers tweet between one and _____ times per day.
Six
Which of the following is an effective request?
Your contribution of $20 or more will make a profound difference in the lives of children in need.
A persuasive appeal that is cast as a problem-solution message should begin with
a description of the problem and need for action
Which if the following is an example of a character-based persuasive appeal?
a superstar athlete endorsing a line of athletic clothing
A $10,000 raffle offered to purchasers of a new car would be an example of a(n)
added-on benefit
In making a sales request, readers should be enticed to act
immediately
A sales message that includes a significant amount of information that could be helpful to potential customers but is not necessarily part of the central appeal should
include the information in a separate page, brochure, attachment, or web link
Email sales messages should include at least one
link
Describing the reader in a situation enjoying the promised benefits of a product or service is called
scenario painting
In a commercial email message, the option to opt out of further messaging should be
easy to identify
An advertisement promising to make you more attractive and popular is based on which category of persuasive appeals?
emotion
Coordinated selling across several media is known as
integrated marketing communications
An overtly persuasive message is targeted toward
people who need to be convinced to do what you ask
After the opening, a persuasive request should
present a compelling case for performing the requested action
In terms of reader benefits, the main persuasive work should be performed by
product benefits
Which of the following are common features of sales writing?
- Conversational Tone - Sentence fragments - Fast pace
Which of the following are ways in which Twitter can be used to promote a product or company?
- Direct dialog with other users - Group Twitter chats - Retweets of useful or interesting information from others
Which of the following are goals associated with content marketing?
- Increase brand awareness - gain respect from perspective customers - motivate readers to seek more information
After grabbing the reader's attention in the opening, the next steps are to
- Overcome common objectives -expand on the main appeal -answer readers' likely questions
A postscript can be used in a sales message to
- Request that readers pass information to others - make note of attachments or other secondary materials - Urge the reader to act
Which of the following are methods of linking to other sources of information that can be used in mailed sales messages?
-addresses -invitations to visit websites or social media -phone numbers
Which of the following are considered unfair or unethical tactics in sales messages?
-appealing to emotions in order to bypass good judgement -omitting important information -use if deceptive wording or visuals
Which of the following are ways in which Facebook can be used to build brand equity?
-attracting "likes" and followers -interacting with customers via polls and direct messages -posting the sales messages and context marketing in the form of visuals, text, and video
Which if the following might be offered in a character-based appeal?
-chance to associate with a trendsetting company -expert testimony celebrity endorsement
Which of the following are examples of intangible rewards?
-gaining respect from coworkers -increased self-esteem
Available to business large and small, _____ and _____ are two of the best resources for preparing a sales message
-imagination -logic
Which of the following are benefits associated with blogging?
-increased web and search engine presence -sharable content via social media -skilled bloggers considered "thought leaders"
Which of the following are the main goals of the opening of a persuasive request?
-lead the reader in the central strategy -gain attention
Which of the following suggestions should be followed when developing the appeal in a persuasive request?
-project an appealing image -use concise language -use logical, engaging details
When crafting a persuasive appeal, the desired action should be _____ and _____ in order to move readers toward compliance.
-specific -easy to perform
Most companies rely on _____ to deliver their sales message.
A combination of several media channels
Which of the following would help develop the emotional appeal of a new coffee shop targeted to young customers?
A description of the trendy atmosphere, late hours, and live music available at the coffee shop
The value of a company's positive image and name recognition is called
Brand equity
Messages promoting intangible benefits most often rely on ______ appeals.
Emotional
The most popular social media platform in the world is
Persuasive messages are only intended to get readers or listeners to part with their money.
False
Sales messages are the most casual types of persuasive messaging, requiring little research or care to compose.
False
A sales message that promises to "cut your water bill in half" would like most likely employ a(n) ______ appeal.
Logical - helps customer save money
At large firms, information on potential customers is typically gathered by
Marketing departments or agencies
The request for action in sales message should be
specific
A direct order is most effective when
the reader is very likely to do what you are requesting
The act of giving away interesting and useful information via social media to attract a loyal customer base is called
content marketing
