Business Communications Chapter 8 – Flashcards

Unlock all answers in this set

Unlock answers
question
Sammie is planning a persuasive message. What should she do in her opening?
answer
Ask a stimulating question.
question
When using the indirect strategy in a persuasive message, you should place the reasons and explanations
answer
before the main idea.
question
Which of these statements about persuasion is most accurate?
answer
Persuasion is important if you anticipate resistance or if you must prepare before you can present your ideas effectively.
question
You should use persuasion when
answer
your ideas require preparation to be presented effectively.
question
To overcome resistance to your request in your persuasive appeal, you should
answer
anticipate objections to the request.
question
The best way to begin a persuasive request is to
answer
capture the reader's attention and interest.
question
Professional marketers and salespeople follow the AIDA strategy in their sales letters because it is effective. What does AIDA represent?
answer
Attention, interest, desire, and action
question
In the body of your persuasive message, you will reduce resistance by
answer
anticipating arguments and offering counterarguments.
question
When writing persuasive claim or complaint letter, you should
answer
appeal to the receiver's sense of responsibility and pride in the company's good name.
question
Corbin needs to write a persuasive message to his boss. What would you tell Corbin to place in his closing?
answer
Motivate your boss to take action.
question
Which of the following messages would most likely require the indirect strategy to persuade?
answer
Requesting favors and action from coworkers
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
Select the most effective opening for a persuasive 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 have improved the quality of life across our state.
question
On behalf of your civic organization, you are inviting a motivational speaker to your semiannual meeting. Although you cannot provide a fee to the speaker, you will guarantee the speaker an enthusiastic audience and a positive impact on the community. You are focusing on
answer
indirect benefits.
question
Choose the best closing for a message persuading the president of your organization to accept your benefits proposal.
answer
Contacting me by December 1 about your support of this new benefits plan will allow me to present this proposal at the next strategic planning session.
question
Which of the following situations would most likely require persuasion within an organization?
answer
Asking employees to accept a pay cut to avoid layoffs or plant closings
question
Which of the following is most accurate about the use of persuasion in business?
answer
Honesty is not just the best policy¾it's the only policy.
question
You want to propose a workplace change to your employer. Which of these is the best advice for you?
answer
Focus on how much money the proposed change will save the company.
question
When you are writing a persuasive claim letter 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
Which of the following messages to subordinates would use a direct approach instead of an indirect or persuasive strategy?
answer
Instructions to operate the new phone system installed in all offices
question
Effective persuasive claim letters
answer
present a logical case with clear facts.
question
Graciella is making a persuasive complaint at work. Which of these sentences will be most effective in achieving her goal?
answer
For the past two weeks, fax machine No. 223- 51 has been unavailable to complete essential business for 25 of our employees due to incomplete service. Please ensure our equipment is repaired by Friday.
question
Mikhail's claim has been denied once. Now, he is writing a second persuasive claim letter to his digital media services company asking for a promised rebate package. Because he expects resistance, what should he do?
answer
Appeal to the receiver's sense of responsibility and pride in the company's good name.
question
The most personal and powerful form of advertising today is
answer
traditional hard-copy sales letters.
question
Learning to compose effective sales and marketing messages benefits you because
answer
techniques for sales writing can be applied in any persuasive communication.
question
When you use the AIDA persuasive approach, your first task is to gain the reader's attention (A). Which of the following represents your second step, or "I" tasks, of AIDA?
answer
Describe the benefits a product or service offers and make rational or emotional appeals.
question
The opener for a sales message should be
answer
stimulating, relevant, honest, and short (1-5 lines).
question
Techniques to elicit audience desire and overcome reader resistance in a marketing message include all of the following except
answer
application forms.
question
Emotional appeals in persuasive messages are designed to
answer
focus on status, ego, and sensual feelings.
question
Rational appeals focus on making or saving money, increasing efficiency, and
answer
making good use of resources.
question
Your primary goal in writing a sales or marketing message is to
answer
get your audience to devote a few moments of attention to your message.
question
You must write a sales letter to prospective customers. What should you do in the opening of your sales letter?
answer
Offer something valuable, promise a benefit to the reader, or use some other technique to gain your reader's attention.
question
You can effectively build interest in a sales message by
answer
emphasizing central selling points identified in the prewriting analysis.
question
Which of the following is the most effective emotional appeal?
answer
Surround yourself in the uncompromising safety and luxury of a Lincoln-because you've earned it.
question
Use an emotional appeal when the
answer
product is inexpensive, short-lived, or nonessential.
question
Which of the following most effectively illustrates reader benefits and elicits desire?
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
Choose the best advice to craft an effective direct-mail sales letter.
answer
Present information completely, using a personalized tone for a specific, well-targeted audience.
question
Which of the following illustrates a testimonial?
answer
After completing your training, I received job offers from three interviews in one week!
question
Techniques to motivate action in the closing of a sales message include offering a gift, promising an incentive, guaranteeing satisfaction, and
answer
limiting the offer.
question
Which of the following is the most effective closing for a sales message?
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
Purposes of e-mail marketing include attracting new customers, keeping existing customers, encouraging future sales, cross-selling, and
answer
cutting costs.
question
Which of the following increases the effectiveness of an online sales or marketing message?
answer
Send online sales messages only to customers or prospects who have given you permission to send them e-mail marketing messages.
question
The 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.
question
Companies are using social media such as Facebook, blogs, and RSS feeds to inform and persuade the public, to generate goodwill, and to
answer
build a positive brand awareness.
question
What is the purpose of a company blog?
answer
Hosts useful two-way dialogue for organizations and their stakeholders
question
Which of the following statements about businesses' use of Facebook and other social networking sites is most accurate?
answer
Media-savvy businesses can positively affect their customers' beliefs and counter negative perceptions on these sites.
question
A company provides customers with downloadable content-rich audio and video files featuring information about the company's products and service, and customers can view these on their computers or MP3 players. What marketing tool is the company using?
answer
Podcast
question
What do the letters RSS represent?
answer
Really Simple Syndication
question
Businesses are using wikis today to
answer
facilitate collaboration both inside organizations and between companies.
question
Which of the following best explains the function of RSS?
answer
A tool to keep readers up-to-date by distributing news and allowing customers to subscribe to content
Get an explanation on any task
Get unstuck with the help of our AI assistant in seconds
New