BCOM Chapter 10 Quiz

Stan is preparing a message by using the interest and desire sections of the AIDA model to demonstrate that he has good reason for making the request and sharing what he knows about the situation. What type of persuasive business message is Stan​ preparing?

A request for action

Consider this​ scenario: ​Mary-Kate: Participation in the new online benefits enrollment system has been a disaster because virtually no one has enrolled. We never should have sent the instructions through email. Our employees are drowning in​ information, and they probably ignored the email containing the instructions. ​Claudia: You've got it wrong. Emails announcing the online enrollment system were marked with the​ "urgent" flag. So even though our employees get a lot of​ emails, they must have realized that those announcements were important. I have a better​ explanation: the instructions we emailed were confusing. They are filled with jargon and unclear terms. You practically have to be a software engineer to figure out how to use the​ system, and our instructions made things worse. ​Claudia's argument assumes which of the​ following?

A significant number of employees opened and read the email containing the instructions.

​_______________________________ is the need to​ "be all that one can​ be," to reach​ one's full potential as a human being.

A. Self-actualization

_______________________________ is the need to feel a sense of accomplishment or to be admired by others for accomplishments.

Achievement

Why do shoppers rely on social​ media?

Buyers trust each other more than advertising.

Which of the following is true regarding the AIDA​ model? A. The AIDA model is​ tailor-made for using the direct approach. B. The AIDA model essentially talks with​ audiences, not at them. C. The AIDA model organizes messages into five phases. D. AIDA is an acronym that stands for​ Attention, Interest,​ Desire, Action. E. The AIDA model focuses on building a mutually​ beneficial, long-term relationship.

D. AIDA is an acronym that stands for​ Attention, Interest,​ Desire, Action.

Which of the following is true about persuasive​ messages? A. The most effective main ideas for persuasive messages are about the sender. B. Most persuasive messages use the direct approach. C. It is not important to limit the scope of a persuasive message. D. Persuasive messages are only used in external situations. E. Persuasive messages are more challenging to write than routine messages.

E. Persuasive messages are more challenging to write than routine messages.

A manager wrote a message using​ simple, straightforward language and focused on objective evidence by credible sources to support his claims. The arguments were​ fair, logical, and objective and avoided emotional appeals and​ high-pressure pitches. Which was the manager likely​ doing? A. Pointing out the weaknesses of the staff in a​ logical, nonthreatening way B. Using the direct approach C. Creating a sales message D. Using the AIDA approach E. Trying to convince a hostile audience

E. Trying to convince a hostile audience

Which of the following is considered a demographic​ characteristic?

Gender

Which of the following is recommended when making a persuasive​ argument?

If you expect a hostile​ audience, present all sides of the story.

Which of the following is true regarding persuasive​ messages?

If you​ aren't well known and therefore need to rely more on the strength of your persuasive message than the power of your​ reputation, the indirect approach will probably be more successful.

Which of the following is a legal consideration regarding marketing and sales​ efforts?

Marketing and sales messages must be truthful.

Which of the following is considered a psychographic​ characteristic?

Personality

What is the difference between a selling point and a benefit in a persuasive​ message?

Selling points focus on the product or​ service; benefits focus on the​ user's needs and desires.

Willie had to construct a message to convince managers to stop micromanaging competent employees and spend more time on leadership aspects of their job. He began with a​ short, compelling sentence about the​ managers' value to the company.​ Then, he worked to gain their interest with his solution to the​ problem, and explained how the managers would benefit by redistributing their efforts.​ Finally, he suggested a simple approach to moving forward with the plan. What approach was Willie​ using?

The AIDA approach

Which of the following is true regarding the persuasive business​ message?

The persuasive business message generally relies more heavily on logical than on emotional appeal.

How are demographics and psychographics​ used?

They help the user understand and categorize audience needs.

Sally is preparing an internal marketing message using the AIDA model and is explaining how the sales of the​ company's product can result in excellent commissions for the salespeople. Sally is trying to​ ___________________ for the product.

build interest

Paul is preparing a persuasive business message using words like​ freedom, success, and prestige. Paul is using​ a(n) ____________ appeal to make his case.

emotional

Jill is preparing a persuasive business message and is relying on a logical appeal. She is explaining that the​ industry's most successful companies have adopted the same enterprise resource program that she is proposing. Jill is using​ ____________ reasoning to make her case.

inductive

John is writing a persuasive message introducing a new brand of detergent into the marketplace. John does not intend to encourage potential buyers to make an immediate purchase decision. John is preparing a​ ______________ message.

marketing

Joe is preparing a sales message using the AIDA model and is explaining how the consumer can try the​ company's product​ risk-free for sixty days. Joe is trying to​ ___________________ for the product.

motivate action

The three main types of persuasive business messages are​ ________.

requests for​ action, presentations of​ ideas, and claims and adjustment requests

Sue is writing a persuasive message to encourage buyers to make an immediate purchase decision about a new product. Sue is preparing a​ ______________ message.

sales

People's motivations are​ ________.

the forces that drive them to satisfy their needs