Business Comm. Chapter 10

False

In the digital age, businesses have moved toward stricter corporate hierarchies and clearer lines of authority. True False

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.

In which of the following situations is the writer being unethical? A. 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. B. 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. C. Shane interviews four people but cites only the three who have the necessary qualifications in her recommendation report. D. Instead of writing a standard e-mail message, a CEO releases a video that explains major changes in the company.

A reader benefit

Sheila is writing a persuasive message to potential customers and opens with this sentence You can reduce your monthly energy bill by 30 percent or more. She is gaining the reader's attention by using what type of opening statement? A. A description of the problem B. A compliment C. A reader benefit D. A stimulating question

False

Social media are well suited for overt selling. True False

Scarcity

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

True

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

True

A claim message should close with a clear statement of what you want done (a refund, replacement, or credit to your account, for example). True False

maintain one's reputation and credibility

A strong motivator that encourages ethical behavior in business is the desire to ________. A. convince someone to change a belief or to perform an action B. make more money C. maintain one's reputation and credibility D. prompt expensive litigation

True

An effective way of dealing with price is to delay mentioning it until after you've created a desire for the product or service. True False

True

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

A compliment

Corinne is writing a persuasive message to her staff and includes the opening sentence Your hard work in planning last month's trade show made it the most successful we have ever had. She is gaining her reader's attention by using what type of opening statement? A. A description of the problem B. A compliment C. A reader benefit D. A stimulating question

True

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

True

E-mail marketing is less expensive than direct-mail marketing. True False

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

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? A. When writing a persuasive message, always use the indirect organizational strategy. B. If you are asking for something that you know will be approved, use the indirect organizational strategy. C. When you expect resistance or when you need to educate the receiver, use the indirect organizational pattern. D. The organizational strategy used is unimportant in persuasive messages.

one or two double-spaced pages

Generally, the length of a press release should be ________. A. one or two double-spaced pages B. half a single-spaced page C. a minimum of three double-spaced pages D. limited to one page and one paragraph

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

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? A. Tell her supervisor that the cost of the new smartphones is a good deal. B. Tell her supervisor how happy she and the others on the sales staff would be with new smartphones. C. Show how the smartphones will improve the ability of sales staff to stay in touch with clients, resulting in greater productivity and higher sales. D. Outline some of the features of the new smartphones.

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 ________. A. direct benefits to the reader B. expert opinion C. facts and statistics D. indirect benefits to the reader

True

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

You will receive a $500 honorarium.

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

the direct strategy

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 ________. A. the indirect strategy B. the direct strategy C. a passionate appeal D. both direct and indirect appeals

All of these reasons apply.

Many individuals and companies are willing to grant requests for time, money, information, cooperation, and special privileges for which of the following reasons? A. They see goodwill potential for themselves. B. They feel obligated to "give back." C. They see how others will benefit. D. All of these reasons apply.

the direct strategy

Messages flowing downward such as information about procedures, equipment, or customer service generally use ________. A. the indirect strategy B. the direct strategy C. monetary bribes D. skillful appeals to indirect benefits

Gain attention

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? A. Reduce resistance B. Gain attention C. Motivate action D. Build interest

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

Persuasive techniques in the digital age involve the use of flattery, empathy, nonverbal cues, and likability appeals. True False

True

The first step in planning a persuasive message is determining the purpose. True False

news

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

news​

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

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

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? A. Leave the subject line blank so that readers will be curious enough to open the message. B. Build interest by placing the most important information near the end of the message. C. Send the e-mail sales message only to those who have given permission. D. Include at least eight to ten central selling points to overcome any resistance.

reduces resistance

The statement A Kodak all-in-one printer may cost a little more, but you'll pay far less for replacement ink than you will with other printers ________. A. builds interest in a product B. gains attention by describing a problem C. reduces resistance D. motivates action

gains attention by asking a question that focuses on reader benefits

The statement Did you know you can select five family members to enjoy free access to our newspaper with your online subscription? ________. A. builds interest with an expert opinion B. motivates action C. gains attention by asking a question that focuses on reader benefits D. presents an indirect benefit

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

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

do all of these.

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

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

True

When writing a persuasive message, it is important to expect resistance from your audience. True False

The lines of authority are blurry in today's information-age workplaces, and the roles of executives are changing.

Which is the most accurate statement about today's digital-age corporations? A. The lines of authority are blurry in today's information-age workplaces, and the roles of executives are changing. B. Today's rank-and-file employees rely on their managers to be information providers. C. The direct pattern of persuasion should always be used when communicating with your immediate supervisor. D. Today's executives will likely rely on the power of position when issuing commands to subordinates.

Establish their expertise.

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

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

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

Requesting that employees participate in a charity 5K run that takes place outside of work hours

Which of the following messages moving downward from superiors to subordinates will most likely require persuasion? A. Telling employees that they must follow a new procedure for submitting expense claims B. Telling employees to change their passwords every six weeks C. Telling employees that they must learn how to operate the new copy machine D. Requesting that employees participate in a charity 5K run that takes place outside of work hours

Please see your supervisor to have all supply purchases preapproved.

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

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

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

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

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

An effective complaint message makes a reasonable and valid request and presents a logical case with clear facts.

Which of the following statements about complaint messages is most accurate? A. Complaint messages should not include attachments; the body of your message alone must make your case effectively. B. An effective complaint message makes a reasonable and valid request and presents a logical case with clear facts. C. Anger and emotion are effective persuaders in complaint messages. D. Complaint messages should open by stating exactly what you want done.

Sales letters are usually part of multichannel marketing campaigns.

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

Please credit my account for $256 by August 31, which is when my next billing cycle begins.

Which of the following statements would be the best closing for a persuasive claim or complaint letter? A. If my claim is not granted, I will leave negative reviews on every social media site that I can find. B. Please credit my account for $256 by August 31, which is when my next billing cycle begins. C. My attorney is eagerly waiting to see whether my claim is granted. D. Please get back to me at your earliest convenience.

Using warm words and a conversational tone

Which of the following would be an effective persuasive technique for a manager attempting to persuade her employees to take part in a wellness program? A. Reminding employees that they may be passed up for promotions if they don't participate B. Making employees feel guilty for not using the benefit C. Using warm words and a conversational tone D. All of these can be effective persuasive techniques.

True

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