Bus Com C. 10

Sales messages risk sounding dull if they rely too heavily on which of the following?

-overused words -passive verbs

The ______ format is usually the most successful way to compose mass sales messages.

AIDA

Which of the following best explains why it is important to understand your target audience's needs and values?

It puts you in a stronger position to successfully persuade them to accept your ideas.

The prevalence of celebrity endorsements in advertising indicates that ______ tends to persuade people.

authority

In a mass sales message, a clear, focused theme that consumers can grasp quickly is known as a

central sales theme.

Effective persuaders provide ______ reasons for action.

compelling and simple

A writer's ______ prompts the reader to ______ the message.

confidence; gain confidence in

The principle of persuasion based on the idea that people typically stay with something once they have committed to it is known as ______.

consistency

According to Robert Miller, what factor was important to consider when attempting to persuade executives?

decision-making styles

Mass sales messages will typically take the form of which of the following?

-mass emails -online ads

Because his six principles of influence are powerful and can do harm, Cialdini refers to them as

"weapons of influence."

When people follow the lead of experts or prominent figures, they are conforming to the principle of influence is known as ______.

authority

The part of a persuasive message that asks the recipients to make a first move toward purchasing a product or showing agreement with an idea is known as the

call to action

When a person writes a persuasive business message, ______ is particularly important.

credibility

Because people tend to balk at embracing persuasive messages, one of your most important endeavors is to establish

credibility.

A ______ provides compelling reasons why a product, service, or idea will be useful to the audience.

rationale

Using counterpoints in persuasive messages is risky primarily because you might

seem to have an adversarial tone.

Which of the following should you do when trying to persuade colleagues and partners?

-let them know that you appreciate them -let them know that you need them

Which of the following types of words help invoke a sense of excitement and optimism in persuasive messages?

-lively words -action-oriented words -strong verbs

Which of the following phrases that might be spoken to a consumer contain positive wording?

-maintain your lifestyle -have enough money as long as you live

What percentage of attempts to persuade did Robert Miller conclude were mismatched with executive decision-making styles?

50%

Understanding what other people need and value requires strong ______ skills.

listening

The first task of most persuasive messages is to

gain the attention

The second stage of the AIM planning process involves

gathering information.

People are more apt to be persuaded by someone they find appealing. This principle of influence is called ______.

liking

The "D" in the AIDA approach stands for

"desire."

Which of the following are elements of a persuasive message that are included in the body of the message?

-a solution -a need -a rationale

Which elements are most likely to make a message more persuasive to supervisors?

-a tangible problem -a confident tone

It is wise to apply the ______ test to make sure that your persuasive messages are not manipulative.

FAIR

To ensure that persuasive messages do not harm others, you should employ the ______.

FAIR test

Jenica needs to persuade her colleagues to volunteer to help with a company fund-raiser. Which of the following statements would likely achieve the most positive results?

I really appreciate all your hard work, and I need your help to make this fund-raiser a success.

True or false: Persuasive messages that you generate as a representative of a business or other organization are generally considered to be high-stakes communications.

True

Which of the following is an example of a logical appeal from a credit union for choosing it over a local bank?

We have more financial options.

Which of the following is an example of a positive emotional appeal for joining a local walkathon to raise funds to fight breast cancer?

You can help make a difference for women here in our community.

In terms of the voice used, which of the following messages would be the most effective statement for attracting customers to a financial services firm?

You pay lower rates on unsecured loans.

Which of the following is typically the most important factor in gaining your colleagues' support when you appeal to shared purpose and shared values?

Your credibility

Who would likely be the best person to read your persuasive messages and give you feedback?

a trusted colleague who does not entirely share your enthusiasm for your ideas

Most business writing (other than persuasive messages) is

direct and explicit.

What elements are likely to make employees reject a persuasive message?

-an authoritarian tone -negative wording -lack of validation

Which of the following are among Robert Cialdini's six methods of influence?

-consistency -social proof -authority

People will be more easily persuaded when you

-demonstrate that you are seeking benefits for them. -take a personal interest in them. -understand their needs.

What qualities in a persuasive message are most likely to elicit a positive response?

-emphasis on choice -simple language -you-orientation

You should reread and evaluate all of your persuasive messages, since they can potentially

-enhance your credibility. -decrease brand value. -increase your company's revenue.

What should you include in a message to make it more persuasive to employees?

-validation of shared concerns -a positive vision of change -options for them to choose

Which of the following are examples of persuasion?

-winning over peers to agree with your ideas -getting your boss to consider a different perspective -convincing clients to use your services

An effective flyer promoting a financial services firm might contain which of the following elements?

-you-voice -tangible benefits

Which type of writing is characterized by statements that provide full and unambiguous meaning?

explicit writing

Because persuasive messages are sent to people who may resist your ideas, merchandise, or services, it is important to

have your co-workers read the messages and provide feedback before you send them to consumers.

In addition to being more direct and explicit, internal persuasive messages typically rely on

logical appeals.

Communicators often need to know how to _____ to help people overcome core attachments to embrace new ideas, products, and services.

make emotional appeals

What may be accomplished by presenting an effective persuasive message to superiors?

opening constructive dialog

Influencing others in a fair, honest way to see the merit of your ideas and act on your requests is called ______.

persuasion

The cohesion among thousands of people who march together for a common cause embodies the principle of

social proof

Sometimes people base their sense of what is right, correct, or desirable on what they see others do. This principle of influence is known as

social proof.

When trying to persuade others, your most effective approach is the one that meets

the needs of your audience.

Which of the following statements about persuading through shared purpose and shared values are true?

-You should not use these types of appeals too often. -Professionals often respond favorably when someone appeals to their shared purpose and shared values.

If a persuasive message is extremely confident and positive, it is more likely to be perceived as which of the following?

-exaggerated -pushy

True or false: Emotional appeals are typically unhelpful and counterproductive because audiences generally rely on reason to make their decisions.

False

The AIM planning process for persuasive messages involves analyzing your ______ and creating a ______ that will reduce a person's tendency to resist what you are saying.

audience; message

A study showed that after people bet on race horses, they felt more sure that those horses would win. This is an example of the principle of persuasion known as

consistency.

In the past, business communicators most often used ______ to show that their own products were better than those of the competition.

counterpoints

What is a major method of gaining reader attention in internal persuasive messages?

identifying a business need

In business, ______ involves using deception to influence others so that you can achieve your own interests.

manipulation

Messages sent to a large group of consumers, trying to persuade them to buy specific merchandise or services, are known as _____ messages.

mass sales

Internal persuasive messages typically promote ideas, while external messages promote ______.

merchandise and services

Compared to other business messages, ______ are more indirect and implicit.

persuasive messages

If you employ ______ wording in your persuasive message, audiences will tend to notice the benefits instead of the drawbacks of your product.

positive

Nancy sends out New Year's cards to a number of people she doesn't know, and several of them respond by sending her a New Year's card. This is an example of

reciprocation.

The principle of influence based on paying others back after receiving a favor is known as

reciprocation.

Which type of statement requires reading "between the lines" to grasp the entire meaning, since the underlying meaning is not stated?

an implicit statement

Most readers will respond to persuasive writing that emphasizes ______ instead of ______.

choice; intent

Persuasion involves ______ a person whose opinion or understanding about something is different from yours.

communicating with

Developing strong ideas that could benefit your audience will make you seem more

competent.

A persuasive message should have a ______ tone but avoid ______.

confident and positive; exaggeration and hype

By making customers believe that what you are selling is exactly what they want or need, your message will speak ______ to them.

directly

A charismatic and well-known community member passionately embraces a cause, inspiring others to join. This is an example of the principle of

liking

A call to action should not

pressure the reader very much.

Which of the following is a common sales theme that is almost always present, either figuring prominently or de-emphasized in a brief mention near the end of the message?

price

Which of the following is not one of Robert Cialdini's six methods of influence?

social cues

Communication specialist Liz Simpson argues that to succeed at persuasion, you must strive to ______ the other person's point of view.

understand