Business Communication Chapter 8 – Flashcards
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Persuasion can best be defined as
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using convincing arguments to influence others.
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You should use persuasion when
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ideas require preparation and deliberate development before they can be presented effectively.
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Martina is a sales rep for a business security firm. Because she anticipates her client will resist installing a new alarm system, an effective persuasive technique is
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laying a logical and concise foundation in moderation of indirect and direct benefits before she makes the request.
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The writing plan for a persuasive request includes an opening that obtains the reader's attention, a body that builds interest and reduces resistance, and a closing that
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makes a specific request and motivates action
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Select the most effective opening for a letter that invites a state representative to speak at your organization's Flag Day celebration.
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Your patriotism and leadership in the House of Representatives has improved the quality of life across our great state of Mississippi.
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The body of a persuasive request should reduce resistance, which means
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anticipating arguments and offering counterarguments.
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Which of the following is the best closing for a memo persuading the president of your company to adopt a tuition reimbursement program?
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Your e-mail supporting this procedure change by August 1 will allow me to present this proposal at the next strategic planning session.
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Select the situation that is least likely to require persuasion.
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A request to have a defective printer replaced within the warranty period.
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As the president of the local Lions Club, you need a guest speaker for the annual community services banquet. You cannot provide a fee to the speaker, but you can guarantee an enthusiastic audience and a positive impact on the community. You are focusing on
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indirect benefits of the persuasion.
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Which of the following situations would most likely require persuasion within an organization?
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Asking employees to accept a pay benefit of stock options to avoid layoffs or plant closings.
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When employees ask a manager to change an established procedure, the persuasive request should include a focus on the receiver's needs, moderation, and
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clear documentation, including facts, figures, and evidence.
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Which of the following is most accurate about the legal use of persuasion in promoting products and writing sales letters in business?
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Honesty is not just the best policy--it's the only policy.
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When you are writing a persuasive adjustment request about a problem, and you're worried that your reader might be reluctant to grant your request. You should use
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the indirect strategy.
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Effective persuasive claim letters
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present a logical case with clear facts and a moderate tone.
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Adjustment requests and claim letters are also called
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complaint letters
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The most personal and powerful form of advertising today is
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traditional hard-copy sales letters.
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Your primary goal in writing a sales message is to
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get your audience to devote a few moments of attention to your message
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In the opening of a sales letter, you might offer something valuable or promise a benefit to the reader. The purpose of this opening is to
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gain the reader's attention.
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Building interest in a sales message can effectively be done by
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emphasizing central selling points identified in the prewriting analysis and reducing resistance.
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Which of the following represents an emotional appeal?
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You'll catch everyone's attention behind the wheel of a shiny, brand new Mustang convertible driving along the sandy, white beaches.
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It is appropriate to use a rational appeal when the
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product is expensivefinancially successful, and long-lasting.
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A sales message may use a dual appeal, which means that you
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include both emotional and rational reasoning.
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Which of the following most effectively illustrates reader benefits?
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Going on a walking tour of Europe will allow you to visit small villages, meet and converse with the locals, and dine on authentic cuisine.
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Which of the following illustrates a testimonial?
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After completing your training, I received job offers from three interviews in one week!"
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Which of the following is the most effective closing for a sales letter?
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If your sales don't increase at least 10 percent after your salespeople complete our "Closing the Deal" training, you get a full refund. Use our toll free number to call me by August 1 and begin training on September 1.
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Although sales letters are a preferred marketing medium, they do have drawbacks, including which of these?
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direct mail is expensive
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Which of the following increases the effectiveness of an online sales message?
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Send online sales messages only to customers or prospects who have given you permission to send them e-mail marketing messages.
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Main information in an e-mail sales message should be placed above the fold, which means that
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your primary points appear early in the message so it captures the readers attention.
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Which of the following is not a technique that reduces resistance in a sales message?
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no refunds
