Business Communication Chapter 8 – Flashcards

question
Persuasion can best be defined as
answer
using convincing arguments to influence others.
question
You should use persuasion when
answer
ideas require preparation and deliberate development before they can be presented effectively.
question
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
answer
laying a logical and concise foundation in moderation of indirect and direct benefits before she makes the request.
question
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
answer
makes a specific request and motivates action
question
Select the most effective opening for a letter that invites a state representative to speak at your organization's Flag Day celebration.
answer
Your patriotism and leadership in the House of Representatives has improved the quality of life across our great state of Mississippi.
question
The body of a persuasive request should reduce resistance, which means
answer
anticipating arguments and offering counterarguments.
question
Which of the following is the best closing for a memo persuading the president of your company to adopt a tuition reimbursement program?
answer
Your e-mail supporting this procedure change by August 1 will allow me to present this proposal at the next strategic planning session.
question
Select the situation that is least likely to require persuasion.
answer
A request to have a defective printer replaced within the warranty period.
question
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
answer
indirect benefits of the persuasion.
question
Which of the following situations would most likely require persuasion within an organization?
answer
Asking employees to accept a pay benefit of stock options to avoid layoffs or plant closings.
question
When employees ask a manager to change an established procedure, the persuasive request should include a focus on the receiver's needs, moderation, and
answer
clear documentation, including facts, figures, and evidence.
question
Which of the following is most accurate about the legal use of persuasion in promoting products and writing sales letters in business?
answer
Honesty is not just the best policy--it's the only policy.
question
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
answer
the indirect strategy.
question
Effective persuasive claim letters
answer
present a logical case with clear facts and a moderate tone.
question
Adjustment requests and claim letters are also called
answer
complaint letters
question
The most personal and powerful form of advertising today is
answer
traditional hard-copy sales letters.
question
Your primary goal in writing a sales message is to
answer
get your audience to devote a few moments of attention to your message
question
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
answer
gain the reader's attention.
question
Building interest in a sales message can effectively be done by
answer
emphasizing central selling points identified in the prewriting analysis and reducing resistance.
question
Which of the following represents an emotional appeal?
answer
You'll catch everyone's attention behind the wheel of a shiny, brand new Mustang convertible driving along the sandy, white beaches.
question
It is appropriate to use a rational appeal when the
answer
product is expensivefinancially successful, and long-lasting.
question
A sales message may use a dual appeal, which means that you
answer
include both emotional and rational reasoning.
question
Which of the following most effectively illustrates reader benefits?
answer
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.
question
Which of the following illustrates a testimonial?
answer
After completing your training, I received job offers from three interviews in one week!"
question
Which of the following is the most effective closing for a sales letter?
answer
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.
question
Although sales letters are a preferred marketing medium, they do have drawbacks, including which of these?
answer
direct mail is expensive
question
Which of the following increases the effectiveness of an online sales message?
answer
Send online sales messages only to customers or prospects who have given you permission to send them e-mail marketing messages.
question
Main information in an e-mail sales message should be placed above the fold, which means that
answer
your primary points appear early in the message so it captures the readers attention.
question
Which of the following is not a technique that reduces resistance in a sales message?
answer
no refunds
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question
Persuasion can best be defined as
answer
using convincing arguments to influence others.
question
You should use persuasion when
answer
ideas require preparation and deliberate development before they can be presented effectively.
question
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
answer
laying a logical and concise foundation in moderation of indirect and direct benefits before she makes the request.
question
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
answer
makes a specific request and motivates action
question
Select the most effective opening for a letter that invites a state representative to speak at your organization's Flag Day celebration.
answer
Your patriotism and leadership in the House of Representatives has improved the quality of life across our great state of Mississippi.
question
The body of a persuasive request should reduce resistance, which means
answer
anticipating arguments and offering counterarguments.
question
Which of the following is the best closing for a memo persuading the president of your company to adopt a tuition reimbursement program?
answer
Your e-mail supporting this procedure change by August 1 will allow me to present this proposal at the next strategic planning session.
question
Select the situation that is least likely to require persuasion.
answer
A request to have a defective printer replaced within the warranty period.
question
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
answer
indirect benefits of the persuasion.
question
Which of the following situations would most likely require persuasion within an organization?
answer
Asking employees to accept a pay benefit of stock options to avoid layoffs or plant closings.
question
When employees ask a manager to change an established procedure, the persuasive request should include a focus on the receiver's needs, moderation, and
answer
clear documentation, including facts, figures, and evidence.
question
Which of the following is most accurate about the legal use of persuasion in promoting products and writing sales letters in business?
answer
Honesty is not just the best policy--it's the only policy.
question
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
answer
the indirect strategy.
question
Effective persuasive claim letters
answer
present a logical case with clear facts and a moderate tone.
question
Adjustment requests and claim letters are also called
answer
complaint letters
question
The most personal and powerful form of advertising today is
answer
traditional hard-copy sales letters.
question
Your primary goal in writing a sales message is to
answer
get your audience to devote a few moments of attention to your message
question
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
answer
gain the reader's attention.
question
Building interest in a sales message can effectively be done by
answer
emphasizing central selling points identified in the prewriting analysis and reducing resistance.
question
Which of the following represents an emotional appeal?
answer
You'll catch everyone's attention behind the wheel of a shiny, brand new Mustang convertible driving along the sandy, white beaches.
question
It is appropriate to use a rational appeal when the
answer
product is expensivefinancially successful, and long-lasting.
question
A sales message may use a dual appeal, which means that you
answer
include both emotional and rational reasoning.
question
Which of the following most effectively illustrates reader benefits?
answer
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.
question
Which of the following illustrates a testimonial?
answer
After completing your training, I received job offers from three interviews in one week!"
question
Which of the following is the most effective closing for a sales letter?
answer
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.
question
Although sales letters are a preferred marketing medium, they do have drawbacks, including which of these?
answer
direct mail is expensive
question
Which of the following increases the effectiveness of an online sales message?
answer
Send online sales messages only to customers or prospects who have given you permission to send them e-mail marketing messages.
question
Main information in an e-mail sales message should be placed above the fold, which means that
answer
your primary points appear early in the message so it captures the readers attention.
question
Which of the following is not a technique that reduces resistance in a sales message?
answer
no refunds