GEB3213 Chapter 9
Which of the following are common forms of content marketing? (Choose every correct answer.) Multiple select question. - How-to guides - Videos - Podcasts - In-person sales pitches
- How-to guides - Videos - Podcasts
A persuasive request should open with words that accomplish which of the following? (Choose every correct answer.) Multiple select question. - Set up the persuasive strategy - Discuss an unrelated subject to establish a friendly tone - Gain the reader's attention - Demand an action from the reader
- Set up the persuasive strategy - Gain the reader's attention
Which of the following are goals of content marketing? (Choose every correct answer.) Multiple select question. - To create another revenue stream by charging viewers to access the content - To make overt sales pitches to viewers - To impress customers with your knowledge - To gain brand awareness - To encourage customers to purchase your product when they're ready to buy
- To impress customers with your knowledge - To gain brand awareness - To encourage customers to purchase your product when they're ready to buy
A unique feature of Twitter is the ______. - ability to link to posts on other platforms - ability to interact with others - through direct messages - large number of users - brevity of each post
brevity of each post
Which format is typically the most appropriate for internal proposals? Multiple choice question. - A long report with prefatory and appended materials - Email - Handwritten notes - A single printed page
An advertisement promising to make you more attractive and popular is based on which category of persuasive appeals?
emotion
A proposal written for other employees within your organization is called a(n) ______ proposal. Multiple choice question. - internal - external - exclusive - intensive
internal
What percentage of the U.S. population regularly uses the Internet? Multiple choice question. - Less than 30% - Over 90 percent - Approximately 50 percent - Around 70 percent
over 90 percent
When writing a blog post, the tone should be ______. - scholarly, with extensive references and footnotes - pedantic, as if teaching a child - personal and somewhat casual - formal and businesslike
personal and somewhat casual
The primary purpose of proposals is to ______. Multiple choice question. - entertain - inform - persuade - build brand recognition
persuade
A brief message that appears after the closing of a sales message is called a(n) _____. Multiple choice question. - encomium - bonus message - afterthought - postscript
postscript
The description of your plan for writing a business proposal should identify ______. Multiple choice question. - project costs - where the reader can find more - information about your company - "deliverables," or tangible products - relevant industry background
"deliverables," or tangible products
Which of the following are examples of demographic information? (Choose every correct answer.) Multiple select question. - Television preferences - Age - Gender - Income - Political orientation
- Age - Gender - Income
Which of the following are examples of a persuasive request? (Choose every correct answer.) Multiple select question. - Sending a fundraising newsletter - Writing a report on quarterly sales results - Reminding employees to show up on time - Asking your boss for an ergonomic keyboard
- Sending a fundraising newsletter - Reminding employees to show up on time - Asking your boss for an ergonomic keyboard
Which of the following are examples of psychographic information? (Choose every correct answer.) Multiple select question. - Favorite foods - Exercise habits - Geographic location - Income
- favorite foods - exercise habits
A proposal written in response to a request from another business or organization is called a(n) ______. Multiple choice question. - internal proposal - solicited proposal - unsolicited proposal - incidental offer
solicited proposal
Saving money and acquiring a desired object are examples of ______ rewards.
tangible
A persuasive request should develop the strategy using persuasive language and the ______-viewpoint. Multiple choice question. - we - me - they - you
you
The desired action in a persuasive appeal should be which of the following in order to move readers toward compliance? (Choose every correct answer.) Multiple select question. - Complex - Easy to perform - Forceful - Specific
- Easy to perform - Specific
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 ______. Multiple choice question. - OPT-OUT Amendment - END-JUNK Clause - CAN-SPAM Act - STOP-SPAM Law
CAN-Spam Act
Which technique involves presenting a shared problem and casting the request as a solution to the problem?
The common-ground persuasion technique
Which of the following are reasons for including live links in email sales messages? (Choose every correct answer.) Multiple select question. - They promote reader engagement. - They are more persuasive than other types of appeals. - They drive readers to targeted products. - They eliminate the need for a written sales message.
They promote reader engagement. They drive readers to targeted products.
When is it appropriate to end a message with a request? - When the request is simple, inexpensive, and likely to be accepted - When the request is costly and time-consuming - When the reader is unfamiliar with your organization - When the reader is highly resistant to the request
When the request is simple, inexpensive, and likely to be accepted
The value of a company's name recognition and positive image is called ______. Multiple choice question. - market capitalization - brand equity - share value - brand loyalty
brand equity
The value of a company's name recognition and positive image is called ______. Multiple choice question. - share value - brand loyalty - market capitalization - brand equity
brand equity
The central message of a proposal is the ______. Multiple choice question. - explanation of the reader's need - background information - description of the plan - evidence of your ability to deliver
description of the plan
A persuasive appeal that is cast as a problem-solution message should begin with a(n) ______. Multiple choice question. - description of the problem and need for action - expression of goodwill - joke or funny story to break the ice - reference to a celebrity endorser or other character-based appeal
description of the problem and need for action
A sales message for a spa service promising a "refreshed, revitalized, rejuvenated you" is using a(n) ______ appeal. Multiple choice question. - imaginary - character-based - logical - emotional
emotional
Messages promoting intangible benefits most often rely on ______ appeals. Multiple choice question. - emotional - logical - character-based
emotional
n cases where it is inappropriate to end the message immediately after the request, you should follow the request with an ______. Multiple choice question. - extensive financial history of your organization - expression of understanding should the reader choose to reject your request - extension of the persuasive appeal - unrelated joke or anecdote that will help the reader "wind down"
extension of the persuasive appeal
grant request written by a business owner to the local government would be an example of a(n) ______. Multiple choice question. - internal proposal - external proposal - content marketing post - sales message
external proposal
n making a sales request, readers should be enticed to act ______. Multiple choice question. - whenever they are ready - immediately - this year - in the next few weeks
immediately
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 ______. Multiple choice question. - be revised to omit the information entirely - include the information in a separate page, brochure, attachment, or web link - present the information along with the central text regardless of the length of the final sales message - focus on the secondary information while directing readers to the company website for the central appeal
include the information in a separate page, brochure, attachment, or web link
Coordinated selling across several media is known as ______. Multiple choice question. - multifaceted marketing messages - integrated marketing communications - a mass mailing strategy - shotgun marketing
integrated marketing communications
Letters, emails, blog posts, Facebook pages, and other items persuading readers to purchase a product or service are known as ______. Multiple choice question. - persuasive requests - sales messages - purchase orders - commerce proposals
sales messages
Unsolicited proposals should resemble ______. Multiple choice question. - a detailed book report - an informal letter to a friend - content-marketing blog posts - sales messages
sales messages
After the opening, a persuasive request should ______. - give the reader a break by discussing an unrelated subject - present a compelling case for performing the requested action - make a direct call to action - describe the educational background and work history of the person making the request
present a compelling case for performing the requested action
Which of the following are common features of sales writing? (Choose every correct answer.) Multiple select question. - Long descriptions - A fast pace - Methodical arguments - Sentence fragments - A conversational tone
- A fast pace - Sentence fragments - A conversational tone
Which of the following are ways in which Twitter can be used to promote a product or company? (Choose every correct answer.) Multiple select question. - Long, detailed posts on new developments - Direct dialog with other users - Retweets of useful or interesting information from others - Twitter chats
- Direct dialog with other users - Retweets of useful or interesting information from others - Twitter chats
After grabbing the reader's attention in the opening, what are the next steps? (Choose every correct answer.) Multiple select question. - Making a specific sales request - Expanding on the main appeal - Overcoming common objections - Answering readers' likely questions
- Expanding on the main appeal - Overcoming common objections - Answering readers' likely questions
Which of the following should be used to determine the level of formality for a proposal? (Choose every correct answer.) Multiple select question. - How familiar you are with the reader - Your energy level - The potential profit margin - The circumstances
- How familiar you are with the reader - The circumstances
Which of the following are benefits associated with blogging? (Choose every correct answer.) Multiple select question. - Increased web and search engine presence - Skilled bloggers considered "thought leaders" - Extensive interaction with other web users - Sharable content via social media
- Increased web and search engine presence - Skilled bloggers considered "thought leaders" - Sharable content via social media
Which of the following are reasons why sales messages are considered controversial? (Choose every correct answer.) Multiple select question. - They rely on persuasive tactics that could be perceived as unethical. - Only the most profitable companies can afford to use them. - Many readers do not wish to receive them. - They waste taxpayers' money.
- They rely on persuasive tactics that could be perceived as unethical. Many readers do not wish to receive them
Which of the following are examples of why you might be required to write an internal proposal? (Choose every correct answer.) Multiple select question. - To change an established procedure - To request better equipment - To increase the size of your departmental budget - To acquire business from another company
- To change an established procedure - To request better equipment - To increase the size of your departmental budget
Which of the following can a postscript be used to accomplish in a sales message? (Choose every correct answer.) Multiple select question. - Urging the reader to act - Making note of attachments or other secondary materials - Making the initial sales request - Requesting that readers pass information to others
- Urging the reader to act - Making note of attachments or other secondary materials - Requesting that readers pass information to others
Which of the following suggestions should be followed when developing the appeal in a persuasive request? (Choose every correct answer.) Multiple select question. - Use logical, engaging details. - Project an appealing image. - Use concise language. - Make use of the I-viewpoint.
- Use logical, engaging details. - Project an appealing image. - Use concise language.
Which of the following are examples of intangible rewards? (Choose every correct answer.) Multiple select question. - Increased self-esteem - Gaining respect from coworkers - A complimentary meal - A cash rebate
- increased self-esteem - gaining respect from coworkers
Which of the following suggestions should be followed when developing the appeal in a persuasive request? (Choose every correct answer.) - Project an appealing image. - Use concise language. - Make use of the I-viewpoint. - Use logical, engaging details.
- project an appealing image - use logical, engaging details - use concise language
Which of the following best characterizes the modern seller-buyer conversation about a product or service? - Both parties are well informed. - Neither party is well informed. - The seller knows more than the buyer. - The buyer knows more than the seller.
Both parties are well informed.
Which of the following is an important part of getting readers to comply with your desired request? Multiple choice question. - Keeping the benefits of the desired action a surprise to increase reader curiosity - Using a logical appeal that readers cannot argue with - Making the desired action as clear as possible and easy to perform
Making the desired action as clear as possible and easy to perform
In order to gain a reader's attention and avoid being regarded as spam, the From field on an email message should ______. Multiple choice question. - be intentionally vague and mysterious - appear to be an individual person rather than a business - contain an exciting word or phrase - clearly identify your company
clearly identify your company
The act of giving away interesting and useful information via social media to attract a loyal customer base is called ______. Multiple choice question. - content marketing - social selling - online aggregation - viral marketing
content marketing
