Chapter 9
Which of the following examples uses a rational appeal for a sales message?
If you purchase EasySlice, you can create chopped salads easily and efficiently.
Which of the following is true about the technique of scenario painting as used in advertisements?
It puts the reader in a simulated context that brings out a product's appeal.
Which of the following approaches should be avoided when posting a company video on YouTube?
Make the video at least 5 minutes long.
Which of the following applies to all persuasive messages?
They are all biased.
Which of the following is an accurate statement about social media stories?
They play into people's fear of missing out.
TopDrawer Communications has hired a person whose main job involves posting content on a social media platform at least 20 times a day. Judging from this information, which platform is most likely being used?
Which of the following is an example of an internal proposal?
a manager's email trying to persuade her superiors to hire an additional team member to ease workloads
Phrases that give a reason to act, such as "take advantage of the three-day offer," should be used to urge immediate action because
a persuaded reader may otherwise put off a purchase.
Which of the following is an example of an external proposal?
a presentation by a graphic designer in which she proposes to design a new website for a company
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.
The value of your company's positive image and name recognition is referred to as
brand equity.
To create a persuasive request, you must first
determine a strategy.
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 coordination of sales messages across several forms of media is known as
integrated marketing communications.
Natasha promotes her cookbook by enabling people to see her make one of her recipes in real time. The demonstration is broadcast using streaming. This is an example of
live video.
When writing a sales message, you should begin by
making a careful study of the product or service.
A form of email sales message that is gaining respectability and acceptance is called ________ because it requires customers to sign up for email promotions on a company's website.
permission-based email
The primary means by which organizations solicit proposals is the RFP. RFP stands for
request for proposals.
Which of the following is commonly used in sales writing even though it is incorrect and inappropriate in other forms of business writing?
sentence fragments
The request for action in the close of a sales message
should be specific and clear and make the action easy.
Which of the following is the best place for getting attention in email messages?
subject line
Measurable rewards, such as saving time or money or acquiring a desired object, are also called ________ rewards.
tangible
Rebecca is the office manager for a medium-sized production company. She writes to her boss asking if one of the office assistants can complete the weekly sales report on Monday mornings. She begins her persuasive argument by pointing out that her other responsibilities mean the report is several hours late every week, which delays her boss from sending his own report to the company executives. This is an example of
the common-ground persuasion technique.
