question

According to Thompson, the two MOST important things to remember when composing a brand message are ____.

answer

clarity and consistency

question

Which of the following is NOT an example of the appropriate time for a persuasive message to be used in business communication?

answer

In a letter congratulating a colleague on the birth of his or her child

question

Which of the following is NOT a benefit of using social media in business communication?

answer

Companies have to carefully monitor what is said about them online.

question

You gave a persuasive presentation to your company last week. Since then, nobody has done anything to implement the changes you suggested. Your presentation was MOST LIKELY lacking in ____.

answer

a call to action

question

You send out a persuasive letter to several colleagues. Half of them react very well to the content but the other half seem offended by your assertions. What is the MOST LIKELY mistake you made?

answer

You attempted an emotional appeal.

question

The subject line for a persuasive e-mail should ____.

answer

provide a clear idea of the topic

question

A good way to gain attention in a persuasive message is to ___.

answer

ask a provocative question

question

In the body of a persuasive message, the goal is to ____.

answer

build interest and increase desire

question

To build interest and desire in a persuasive message, you should include ____.

answer

a detailed solution to the problem, to persuade the reader

question

The close of a persuasive message should include ____.

answer

a reminder of the proposal's benefits

question

Which of the following answers is NOT one of the things persuasive messages attempt to ask audiences to do?

answer

Using trickery to get people to act against their own best interests.

question

Which of the following questions should you NOT ask when defining the purpose of your persuasive message?

answer

What does the decision maker consider to be the least critical issue at this time?

question

Demographics help you understand and categorize audience needs. Which of the following answers is NOT a quantifiable characteristic demographics?

answer

Lifestyle

question

For your persuasive message to be effective, you must understand your audience's motivation. Which of the following are NOT human needs that influence motivation?

answer

Satisfying the self, preponderance, and pulchritude

question

It is critical to select the right medium for delivering your persuasive message. Which of the following is NOT a good media choice for a persuasive message?

answer

Faxes

question

Which of the following should you NOT do when organizing your persuasive message?

answer

Make sure the message is about you.

question

Which of the following will NOT encourage a positive response to your persuasive message?

answer

Imply that your audience has made poor choices in the past.

question

Which of the following techniques should you NOT employ when establishing your credibility with the audience?

answer

Persuade by trying to coerce with high-pressure, "hard sell" tactics.

question

Which of the following is NOT a psychographic characteristic?

answer

Income

question

Which of the following answers would allow you to use the direct approach in a persuasive message?

answer

You are highly regarded technical expert with years of experience in your organization.

question

Which of the following answers is NOT a way to increase your credibility when delivering a persuasive message?

answer

Use technical jargon to impress the audience.

question

Which of the following is NOT one of the four essential strategies within the context of the three-step process?

answer

Compelling through implied force

question

Which of the following is NOT a phase of the AIDA model for indirect persuasive messages?

answer

Distraction

question

Which of the following factors should you NOT consider when seeking optimum balance between logic and emotion in your persuasive message?

answer

How badly you need for this to work

question

Which of the following is NOT a guideline you should follow to guard against faulty logic?

answer

Oversimplify a complex issue for clarity.

question

Which of the following is NOT a common mistake to avoid when putting together your persuasive arguments?

answer

Using a soft sell, conversational tone

question

Which of the following is NOT a common example of external persuasive business messages?

answer

Reports suggesting more efficient operating procedures

question

Which of the following steps should you NOT take when completing your persuasive message?

answer

Overestimate your credibility because you are a professional and you know what you are doing.

question

Which of the following answers is NOT usually the logical, main idea of a persuasive business message?

answer

To address tough business questions

question

Which of the following is NOT an aspect of logical appeals?

answer

It uses logic as a way to emotionally appeal to the audience.

question

Which of the following is NOT one of the planning steps for marketing and sales messages?

answer

Introducing new brands to the market

question

When writing conventional marketing and sales messages using the AIDA model, which of the following does NOT apply?

answer

Obfuscating the process

question

In the social media landscape, your emphasis shifts to encouraging and participating in online conversations. Which of the following guidelines should you NOT follow in order to facilitate that process?

answer

Use traditional promotion to initiate and facilitate conversations in your networked community.

question

The legal ramifications of marketing and sales messages continue to grow increasingly complex. Which of the following is NOT one of the factors impacting that complexity?

answer

Most companies do not require marketing and salespeople to get clearance from company lawyers before sending messages.

question

Which of the following is NOT true about the legal considerations that marketing and sales efforts must consider closely?

answer

in most cases, you can use a person's name, photograph, or other identity without permission.

question

___ is the attempt to change an audience's attitudes, beliefs, or actions.

answer

Persuasion

question

All of the following EXCEPT ___ will influence your choice of the direct or indirect approach for a persuasive message.

answer

the time needed to prepare the message

question

The best persuasive messages connect with the desires and interests of your audience. Which of the following will NOT help you understand your audience?

answer

Grouping them into the general population

question

When your audience is skeptical or hostile, credibility is essential. Which of the following techniques help you build credibility with the audience?

answer

Establishing common ground with them, establishing credibility

question

What does the acronym AIDA stand for?

answer

Attention interest desire action

question

Persuasive business messages must balance emotional and logical appeals. Consider all of the following EXCEPT the ____ to help you find the optimum balance.

answer

pros and cons of hardcopy versus digital reports

question

When composing a persuasive request for a claim or an adjustment, you should do all of the following EXCEPT ___.

answer

complaining and making threats

question

Consider the following statement. "Reba Shultz, one of our contract workers, is always late. This proves that contract workers are not conscientious as salaried employees." This statement is an example of a ____.

answer

hasty generalization

question

In the ____ phase of AIDA model, your objective is to engage your readers or listeners.

answer

attention

question

the purpose of a sales message is to _____.

answer

encourage buyers to make a purchase decision

question

Successful marketing and sales messages start with ____.

answer

an understanding of audience needs

question

All of the following EXCEPT ____ will help you compose effective marketing and sales messages.

answer

emphasizing your needs

question

____ encompasses any aspect of buying and selling products or services, as well as supporting customers via social media.

answer

Social commerce

question

___ usher potential buyers through the purchasing process without asking them to make an immediate decision.

answer

Marketing messages

question

Effective businesspeople view persuasion as a ____.

answer

way to give audiences the freedom to choose

question

Ethical marketers send opt-in email messages to _____.

answer

only those people who have requested information

question

Unethical marketers use ____ to attract buyers by advertising a product they don't intend to sell, and then trying to sell them another product instead.

answer

bait-and-switch tactics

question

___track(s) the online behavior of website visitors and serves up ads based on their interest.

answer

Behavioral targeting

question

Marketing and sales messages ___.

answer

must be truthful and nondeceptive

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