BCOM 3113 : Exam 3 : 7-9
Which of the following is an example of a character-based persuasive appeal?
A superstar athlete endorsing a line of athletic clothing
Where in a bad-news message should the actual bad news appear?
After the explanation
When writing a negative announcement, it is important to include ______.
All relevant facts
Why is it not always a good idea to apologize in bad-news messages?
An apology can have legal implications.
The value of a company's name recognition and positive image is called ______.
Brand equity
In the United States, the law requiring that recipients of commercial email be given the chance to opt out of further messages is called the ______.
CAN-SPAM Act
The final step in the external-informational message process should do what?
Clearly explain any action steps
The act of giving away interesting and useful information via social media to attract a loyal customer base is called ______.
Content marketing
In a favorable response, when is it best to identify which message you are responding to?
Early in your message
Which format is typically the most appropriate for internal proposals?
Messages promoting intangible benefits most often rely on ______ appeals.
Emotional
What is a strategy for setting up negative news?
Explaining the fairness of an action
What are messages that a company sends to clients to tell them of its services or products or remind them of benefits they can attain by doing business with the company?
External-informational messages
Elements of a message that go beyond a routine response are known as ______.
Extras
True or False: Having a written record of your claim can make the claim process more difficult.
False
True or False: Sales messages are the most casual type of persuasive messaging, requiring little research or care to compose.
False
True or False: The primary purpose of a refused request message is to keep customers happy.
False
What does the indirect approach to writing bad-news messages require?
Giving an explanation of the situation before delivering the bad news
What is the first step in the process of writing an indirect claim message?
Identify the problem
In making a sales request, readers should be enticed to act ______.
Immediately
A proposal written for other employees within your organization is called a(n) ______ proposal.
Internal
The majority of requests for adjustments are ______.
Legitimate
What percentage of the U.S. population regularly uses the Internet?
Over 90 percent
Presenting your reasons for refusing a request depends primarily on ______.
Persuasion
How do you provide context and clarity to an external-informational message?
Place your message into context before stating your objective
When determining how to emphasize good and bad news in a single message, it is important to use the technique known as ______.
Positioning
When closing a favorable response, your ending should be.
Specific and build goodwill
What is a common way to transition from the buffer to an explanation of why a customer's request must be refused?
State a point of common agreement.
The opening of a business message should include ______.
The objective
What are the goals of content marketing?
To gain brand awareness. To encourage customers to purchase your product when they're ready to buy. To impress customers with your knowledge
What is the purpose of a buffer when refusing a request?
To put the reader in an open frame of mind
What is the main goal of sending an indirect claim message?
To receive compensation or remedy
When composing an adjustment refusal, why is it important to cite relevant company policy?
To show that your conclusion is logical
True or false: In the ending of a routine inquiry, specific statements express greater goodwill than generic statements.
True
If your negative announcement is likely to surprise or upset readers, it is generally best to ______.
Use an indirect presentation
When is it appropriate to end a message with a request?
When the request is simple, inexpensive, and likely to be accepted
Sending an indirect claim is preferable to a phone call or an in-person conversation when you want ______.
a written record of your exchange
Which of the following should your language focus on when you want to minimize negative news? (Choose every correct answer.) a) what will happen b) what might happen c) what didn't happen d) what won't happen
a, b
Which of the following should be conveyed in the end of a message? (Choose every correct answer.) a) Whether a response is needed. b) The reason for deadlines. c) Your main objective. d) Important deadlines
a, b, d
In order to make a reader more receptive, the opening of a persuasive request should be ______.
attention-getting and compelling
Which of the following are common features of sales writing? (Choose every correct answer.) a) long descriptions b) sentence fragments c) a fast pace d) a conversational tone e) methodical arguments
b, c, d
To whom do external-informational messages provide information? (Choose every correct answer.) a) employees b) clients c) management d) customers
b, d
The value of a company's name recognition and positive image is called ______.
brand equity
A unique feature of Twitter is the ______.
brevity of each post
When writing an internal-operational message, one of the first things you should do is ______.
choose an appropriate tone
An adjustment refusal is a refusal to ______.
correct an alleged error
A persuasive appeal that is cast as a problem-solution message should begin with a(n) ______.
description of the problem and need for action
Depending on the audience and context, claims may be written ______.
directly or indirectly
In a commercial email message, the option to opt out of further messaging should be ______.
easy to identify
In general, ______ are more formal than internal proposals.
external proposals
Negative announcements usually follow the ______.
general indirect plan
The main objective of a routine inquiry is to ______.
get a question or questions answered
When writing good-news and neutral messages, you should immediately ______.
get to the message's goal
The conclusion of a refusal message should leave readers feeling that you ______.
have treated them professionally
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
Coordinated selling across several media is known as ______.
integrated marketing communications
Individually written order acknowledgments can be justified for ______.
large orders
Compared to routine messages, moderately formal operational messages require ______.
more care in construction
A thank-you message combined with confirmation of purchase is known as a(n) ______.
order acknowledgment
After the opening, a persuasive request should ______.
present a compelling case for performing the requested action
In making your case in an adjustment refusal message, it is customary to explain ______.
relevant company policies
Letters, emails, blog posts, Facebook pages, and other items persuading readers to purchase a product or service are known as ______.
sales messages
Offering an alternative is a positive way of ______.
saying what you cannot do
When you have multiple questions to answer, your message's body will be a ______.
series of answers
Citing an expert opinion is a strategy for ______.
setting up negative news
Your goal when ending a bad-news message is to ______.
shift the reader's thoughts to the future
When answering multiple questions in a business message, you should first answer the one ______.
that is most important
The first step in preparing a sales message is to ______.
understand the product or service you are offering
A physical trainer who submits a proposal to the local sports team to provide training for the players, even though the team did not specifically invite proposals from trainers, is an example of a(n) ______.
unsolicited proposal
In order to offer your reader an alternative solution, you need to understand ______.
what the reader needs or wants
When setting up a buffer, think about ______.
what will prepare your audience to accept the bad news
When deciding how to begin a routine inquiry message, you should base your objective on ______.
your audience's likely reaction to the message
