bus 3382 - Borowski - Ch. 10
Which of the following statements about integrated marketing is true?
Every sales email should include at least one link.
Content marketing involves overt selling.
False.
Which social media platform is primarily for photo and video posts?
Which of the following statements about postscripts in sales messages is true?
They may be used to suggest the reader pass along the sales message.
One of the goals of the opening of a persuasive request is to gain attention.
True
In the context of soliciting proposals, RFP stands for "request for proposals."
True.
Permission-based email allows marketers to tailor their message to customers and prevents spam.
True.
Sales efforts often begin before the actual sales message does.
True.
Sales messages are highly susceptible to the use of unethical tactics.
True.
Unsolicited proposals should resemble a sales message.
True.
Of the following, the most appropriate attention-gaining opening for a sales message is
a statement that introduces a need that the product will satisfy.
Which of the following best illustrates a proposal?
a supplier's presentation to encourage a company to do business with him
Demographic information includes details such as
age, gender, income, and geographic location.
Which of the following is an example of an external proposal?
an email from the head of a cleaning service seeking to convince a company to be his client
Which of the following is an example of an internal proposal?
an employee's email persuading her superior to replace the outdated phone system
Proposals differ from reports in that proposals
are intentionally persuasive.
If you select a rational appeal as your central theme, you should
describe your product based on what it can do for your reader.
It is best to organize persuasive messages using the ________ because you will be writing to potentially uncooperative readers.
indirect order.
The coordination of sales messages across several forms of media is known as
integrated marketing communications.
The first step in writing a sales message is
making a careful study of the product or service.
Knowledge of sales message techniques helps in writing business messages because
most business messages directly or indirectly involve selling something.
Consider the following statement: "Our newest television model comes with OLED technology in addition to all the functionality of high-end televisions in the current market." This statement primarily focuses on
product features.
Information such as a person's social, political, and personal preferences is called ________ information.
psychographic
Measurable rewards, such as saving time or money or acquiring a desired object, are also called ________ rewards.
tangible.
Consider the following statement which is a part of a proposal: "By accepting the proposal, you will have not only saved $1,500 off the standard price but also taken the first step toward a more efficient, productive organization." This statement primarily focuses on the
benefits of the proposal
The value of your company's positive image and name recognition is referred to as
brand equity.
The first step in creating a persuasive request is
determining a strategy.
When ________ a proposal, you should consider urging or suggesting the desired action.
developing the conclusion of
Messages for goods and services that offer intangible benefits primarily use ________ appeals.
emotional
Presenting information on matters such as the qualifications of personnel, success in similar cases, the adequacy of equipment and facilities, operating procedures, and environmental consciousness is necessary to
establish an organization's ability to perform.
At the beginning of any unsolicited proposal, it is important to
gain attention.
Messages for goods and services that help readers save money will most likely
have a logical appeal.
A sales description based on factual material will most likely
have a rational appeal.
The persuasive appeals identified by Aristotle that are based on emotions are referred to as
pathos.
The main place for getting attention in email messages is the
subject line
A sales message that implies that customers who purchase a specific product will save money and time is using intangible benefits as a persuasive tool.
False
The best organizational pattern for a persuasive message is to say what you want your readers to do right away and then use the rest of the message to support your point.
False.
Which of the following applies not only to proposals but also to all other types of messages?
The content must be adapted to the reader of the message.
Which of the following applies to all persuasive messages?
They are all biased.
Which of the following statements about product benefits is true?
They are automatically given to readers when they comply with your request.
Requests that are likely to encounter resistance require a slow, deliberate approach.
True
Phrases such as "Do it now" and "Act today" should be used to urge immediate action because
a persuaded reader may otherwise put off a purchase.
