BUS208 Chapter 8

question

Which of the following statements about persuasion and persuasive messages in today’s digital age is least accurate? Today’s persuaders use subtler techniques to reach their audiences. Persuasive messages in today’s world are transmitted faster than ever. Persuasion is more complex and impersonal today. Because of technology, the number of persuasive messages has decreased.
answer

Because of technology, the number of persuasive messages has decreased.
question

Effective persuaders use all of the following techniques to influence others except __________. emphasizing benefits to them rather than to their audience being flexible and aiming for a mutual solution expecting and overcoming resistance by providing counterarguments and facts demonstrating their knowledge and experience and using others’ ideas to support their position
answer

being flexible and aiming for a mutual solution
question

Persuasive requests are generally more effective when they are organized __________. indirectly quickly directly chronologically
answer

Indirectly
question

The opening of a persuasive request should __________. include direct and indirect benefits to the reader include facts, statistics, expert opinions, examples, and specific details to support the request reduce resistance capture the reader’s attention and interest
answer

capture the reader’s attention and interest
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The closing of a persuasive request should __________. make a specific request and motivate action focus on direct or indirect benefits to the reader anticipate objections, offer counterarguments, and show the value of the request mention a new, unrelated topic to end with fresh information
answer

make a specific request and motivate action focus on direct or indirect benefits to the reader
question

Which of the following situations would require composing a persuasive claim letter? Wilson ordered a new Kindle online, but when he received his order, the Kindle was damaged. All answer choices reflect situations that would require writing a persuasive claim letter. Seng stayed one night at a hotel for a recent business conference, but when his credit card arrived, he noticed that he was charged for a two-night stay at the hotel. Belinda just purchased a new smartphone, and after a week of use, she discovers that the lock key does not function properly.
answer

All answer choices reflect situations that would require writing a persuasive claim letter.
question

What is the best advice when composing a persuasive complaint message? Avoid specifying your requested solution to the problem so that the receiver can make an objective decision. Open with a statement of sincere praise, an objective statement of the problem, or a point of agreement. Use emotional language to show how much the situation means to you. Give a complete, detailed chronology of everything that happened leading up to the complaint.
answer

Use emotional language to show how much the situation means to you.
question

Jon is a manager of a large software company. Which of the following situations would most likely require Jon to use persuasion within his company? Informing employees about the company’s new wireless service provider Telling employees about a new procedure that will go into effect next month Asking employees to attend a meeting that will outline how to enroll in the new health insurance plan Asking employees to change their working hours to meet new customer demands
answer

Asking employees to change their working hours to meet new customer demands
question

You have decided to ask your supervisor to authorize the purchase of new smartphones for your sales staff. The most important item for you to include in your request is __________. a clear explanation of how you will benefit from the purchase clear documentation, including facts, figures, and evidence that proves how the smartphones will increase productivity the brand names of the smartphones persuasive wording such as We should or We must
answer

clear documentation, including facts, figures, and evidence that proves how the smartphones will increase productivity
question

Professional marketers and salespeople follow the AIDA strategy in their sales letters because it is effective. What does the acronym AIDA stand for? Access, incite, determine, and activate Attention, interest, desire, and action Appeal, input, development, and attitude Attraction, innovation, determination, and activity
answer

Attention, interest, desire, and action
question

Which of the following represents a rational appeal? Soon you can be cruising America’s highways in your sporty new Ford Focus. For a limited time, you can get employee pricing on any new Ford Motor Company vehicle. Wouldn’t you like to drive the same Ford hybrid vehicle driven by some of Hollywood’s best-known celebrities? You’ll catch everyone’s attention behind the wheel of a brand new Mustang convertible.
answer

For a limited time, you can get employee pricing on any new Ford Motor Company vehicle.
question

Which of the following illustrates a testimonial? Make a great impression with the Apple iPhone as you travel in town, across country, or around the world. You’ll be impressed by the Apple iPhone’s unique touch screen and cutting-edge multimedia capabilities. Here’s what a new user has to say: “The Apple iPhone surpasses all other smartphones on the market.” We are certain you will find our Apple iPhone the most innovative and exciting smartphone on the market.
answer

Here’s what a new user has to say: “The Apple iPhone surpasses all other smartphones on the market.”
question

Which statement about online sales messages is most accurate? When messages are sent as ads or periodic e-newsletters, they typically include salutations or closings. Online sales messages offer a richer experience than direct-mail messages because readers can click hyperlinks at will to access content that interests them. Online sales messages are usually longer than direct-mail messages. Online sales message cost more to send than direct-mail messages.
answer

Online sales messages offer a richer experience than direct-mail messages because readers can click hyperlinks at will to access content that interests them.
question

When creating online sales messages, what advice should you follow? Include a statement that tells readers how to be removed from your mailing database. Include a subject line such as Hey you! to get the reader’s attention. Avoid the use of testimonials because readers may find them too opinionated. Place the most important information near the end of the message so that it is emphasized and remembered.
answer

Include a statement that tells readers how to be removed from your mailing database.
question

Which of the following statements about persuasive messages and social networking sites is most accurate? Social media are ideally suited for persuasion and overt selling. Persuasive messages sent through social networking sites will always demonstrate each part of the AIDA strategy. Many individuals and companies now use social media to send persuasive messages. All answer choices are accurate.
answer

Many individuals and companies now use social media to send persuasive messages.
question

Persuasive skills are not as important in today’s business world. a. True b. False
answer

False
question

Persuasive requests are generally more effective when they are organized using the direct strategy. a. True b. False
answer

False
question

The body of a persuasive request should reduce resistance. a. True b. False
answer

True
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When writing a persuasive claim letter, you should clearly indicate that your receiver or his or her company intentionally created the problem to establish blame and to ensure that you receive an appropriate adjustment to your claim. a. True b. False
answer

False
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When selling an idea to management, try to connect your idea to saving money or other benefits. a. True b. False
answer

True
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Direct sales letters are no longer an effective tool to sell products or services. a. True b. False
answer

False
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Your primary goal in writing a sales message is get someone to devote a few moments of attention to it. a. True b. False
answer

True
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Leave your worries behind as you escape to our secluded island facility that offers beautiful sunsets, white beaches, relaxing massages, personal concierges, and authentic island cuisine is an example of an emotional appeal. a. True b. False
answer

True
question

Effective e-mail sales messages should focus on at least three or four central selling points. a. True b. False
answer

False
question

Although savvy businesses and individuals understand the value of some social networks to promote their businesses and to persuade others, they do not use Twitter because only 140 characters can be included in any tweet. a. True b. False
answer

False

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