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Chapter 10- writing persuasive messages

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attempts to change an audience’s attitudes, beliefs, or actions
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persuasion
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you should wait until you’re 18 to get your driver’s license so that you can get more practice driving with your parents in the car
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name one example of persuasion
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-enhance credibility -strenghten message
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Why should you address alternative positions in a persuasive message?
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-honest sales messages -align it with their motivation
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What is the best way to persuade an audience to do something?
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-focus on price of product -use “you” approach
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Be able to identify specific benefits you may emphasize if given the audience.
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when you try to attract buyers to a product you don’t intend to sell and sell it to another
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bait and switch advertising
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-not offend, makes message more effective.
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Why should you use polite language in a persuasive message?
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-request specific action -motivate reader to do something you want to do -urge audience to take action you’re requesting
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How should the closing end when using the AIDA approach to persuasion?
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-introduce main idea -use hedging sentences (sentences that qualify your statements) -bring your coupon to such and such during this time to get your discount.
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Be able to identify an effective ending be in a persuasive message.
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sentences that qualify your statements
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hedging sentences
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one involves telling you what product can do, the other involves how it helps you as a user
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What is the primary difference between selling points and benefits in a marketing and sales message?
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-This is an approach in which companies initiate and facilitate conversations in networked community of customers, journalists, bloggers, and other interested parties (not in my own words). This should be used on social media.
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What is conversation marketing? When should it be used?
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-honest information -claims with evidence -avoid “bait and switch” advertising- when you try to attract buyers to a product you don’t intend to sell and sell it to another -understand rules for aiming messages at kids -determine state contract regulations -get permission for use of photos and names
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In an ethical persuasive argument, what information should be included?