Chapter 10 Smartbook Engl 302
What details typically appear at the end of a letter of recommendation?
An overall evaluation of the person An indication of whether you would willingly rehire a person
What sort of deadlines are audiences apt to ignore?
Arbitrary
What is the easiest way to determine if your audience has any objections?
Ask them directly
Which field of study has determined that people frequently act in a predictably irrational way and not always in their own best interests when making decisions?
Behavioral economics
Which strategies build credibility?
Being reliable Being factual Being specific
What contributes to a letter of recommendation being seen as weak?
Focusing on minor points Using general positives
Why do most businesses need various sales strategies, not just a website, for their marketing efforts?
Most first-time visitors look at only the first screen of the site. Customers usually spend less than two minutes visiting a website. Customers seldom visit a site if the business is not well known.
To be persuasive, what must you overcome in your audience?
Objections
What is required to persuade an audience whose initial position is negative?
Overcoming an objection
Why is it important for businesses to understand the national culture of a country when attempting to gain compliance in that country?
Persuasive techniques do not always translate well between cultures.
Gina is writing a performance review of an employee who needs to improve. Based on vague observations of the behavior, she has reached assumptions that might be incorrect. What does she risk by including those assumptions in her review?
Providing grounds for legal action Missing actual solutions Alienating employees
What are effective methods of building emotional appeal?
Psychological description Audience focus Storytelling
What is the term for an argument or logic that you offer in making your case?
Reasoning
What are the three sources of credibility in the workplace?
Relationships Image Expertise
In what ways do organizations communicate their culture to newcomers?
Role models Advice
What do the most useful performance reviews feature?
Specifics
A fund-raising message sent to new donors mentions that the average first-time contribution is $25.00. To achieve its goal, this message makes use of what?
The anchoring effect
Answering an audience's questions and overcoming their objections occurs in which part of a sales or fund-raising message?
The body
Which persuasive strategy is most likely to be effective when you expect an audience's decision to be based on emotion rather than logic?
The sales pattern
Which statement reflects recent findings about the functionality of performance reviews?
They have no effect on the performance of most employees.
What are the primary criticisms of forced (or stack) ranking performance reviews?
They lead managers to deliberately hire weak performers. They encourage cutthroat competition among team members. They result in the majority of employees receiving mediocre reviews.
How is organizational culture learned?
Through imitation and observation
An audience is most likely to be aware of and share objections that involve what?
Time and Money
What is the primary purpose of a persuasive message?
To have the audience act or change beliefs
What is the primary purpose of a sales, fund-raising, or promotional message?
To have the reader act by ordering the product or sending in a donation
When communicating information to others, what is the goal?
To persuade them to remember it To persuade them to put it to use To convince them of its quality
True or false: Direct mail imitates the word choice and rhythm of conversation.
True
What is the basic emotional strategy behind a fund-raising appeal?
Vicarious participation
When is an audience likely to have the fewest objections to a request?
When compliance requires little time, money, or effort
Under what circumstances is it best to use the direct request pattern persuasive strategy?
When the audience is unlikely to read the entire message When the audience is inclined to comply
Under what circumstances are reports considered persuasive messages?
When they recommend an action
A branch of economics that uses insights from sociology and psychology is called BLANK economics.
behavioral
In the workplace, ______ is established through expertise, image, and relationships.
credibility
Persuasive messages that appeal for an order, inquiry, or contribution straight from an audience with no middleman are known as direct
marketing
Emotional appeal Credibility Reasoning
pathos ethos logos
An explicit or implied statement that someone will be punished for not complying with a request is a BLANK.
threat
For influencing behavior, persuasion is more effective than ______ in the long run.
threats and punishment
The relationship you have with your audience determines how you phrase the BLANK of your message.
tone
An animal shelter wants to increase its rate of pet adoption. Given what you know about the benefits of emotional appeal, which approach is most likely to achieve this goal?
A mass mailing with stories about the temperament and background of animals awaiting adoption
Which aspect of persuasion is based on the way an audience responds to the person who is the source of a message?
Credibility
On what is effective persuasion based?
Credibility Emotional appeal Accurate logic
Which approaches help ensure that an audience will comply with a deadline?
Demonstrating the authenticity of the time limit Showing the cost of delaying action Explaining that a prompt response will save time or money
What is the only type of business writing that requires beautiful, elegant language?
Direct mail
Which statement best characterizes the attitude of native Korean speakers toward direct statements?
Direct statements are rude.
Polite orders are appropriate to use when communicating with which group?
Direct subordinates
When an audience is likely to have a strong objection to a request, what is the best way to deal with the objection?
Early in the message
According to the Direct Marketing Association, which major marketing channel has the highest return on investment?
What is usually the best strategy for persuading an audience to want to honor a request?
Emotional appeal
When asking co-workers to pledge money for her daughter's school walk-a-thon, Rosa mentions that her daughter is dedicating her effort to the memory of her recently deceased grandmother. What strategy is Rosa using to persuade her co-workers to donate?
Emotional appeal
True or false: Providing a vast amount of information in the body of a direct mailing increases its effectiveness.
False
