Bcpp6e Tb Ch09

Chapter 9—Persuasive and Marketing Messages

MULTIPLE CHOICE

1. Amelia was just hired as a sales rep for a large medical supply company. She knows her new job will require her to be persuasive. Which of the following is a persuasion technique that Amelia should use on her new job?a. Make her requests realistic, doable, and attainable.b. Engender trust in her readers and listeners,c. Use solid information, statistics, and examples to support her view.d. Amelia should do all of the above.

ANS: D DIF: 5 REF: pp. 235-236 OBJ: 9-1 TYPE: Ap

2. What is the most accurate statement about persuasion?a. Having the ability to persuade is important only at top-level positions.b. Much of your success in business depends on how skilled you are at persuading people.c. Persuasion usually involves coercion.d. If you lack credentials or experience, it’s almost impossible to be persuasive.

ANS: B DIF: 3 REF: pp. 234-235 OBJ: 9-1 TYPE: Con

3. Jason, the CEO of a small company, is writing a persuasive memo to his employees to encourage them to cut operating costs. What should he do to generate cooperation and buy-in?a. Not worry about it too much. After all, he’s the boss, so they’ll have to cooperate.b. Threaten employees with concrete examples of what will happen if they don’t cooperate.c. Remind employees that he is the one in charge.d. Write the memo with an enthusiastic tone.

ANS: D DIF: 5 REF: p. 237 OBJ: 9-1 TYPE: Ap

4. Cassidy is planning to write a sales letter. The first thing she should do isa. decide on the purpose of her message.b. prepare an outline.c. compose a rough draft of the letter.d. gather information to use in the letter.

ANS: A DIF: 5 REF: p. 237 OBJ: 9-2 TYPE: Ap

5. You are writing a sales letter for a new hybrid car and have decided to focus the letter on how a person driving the car will be helping the environment. This can best be accomplished bya. using a direct organizational strategy.b. trying to make people who drive nonhybrid vehicles look bad.c. gathering statistics about global warming.d. adapting the message to the audience.


6. Showing customers how your product or service specifically solves a problem, achieves a personal or work objective, or makes life easier is accomplished bya. adapting the message to the audience.

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b. organizing your message.c. collecting information for your message.d. analyzing the purpose of the message.

ANS: A DIF: 3 REF: p. 238 OBJ: 9-2 TYPE: Con

7. Wayne has analyzed his purpose and his audience and has considered how he will adapt his message to meet his audience’s needs. What should he do next according to the 3-x-3 writing process?a. Collect data and organize it.b. Start writing his final draft.c. Edit what he’s done so far.d. Sleep on it.


8. Effective persuaders may choose from different organizational strategies to get the results they want. Which of the following is the most accurate statement about organizational patterns?a. Suggest new ideas, directives, or recommendations for change immediately to

show how strongly you believe in them.b. If you are asking for something that you know will be approved, use the indirect

organizational strategy.c. When you expect resistance or when you need to educate the receiver, use the indirect

organizational pattern.d. All of the above are effective strategies.

ANS: C DIF: 3 REF: p. 238 OBJ: 9-2 TYPE: Con

9. Shaun plans to submit a proposal to his boss, but he’s afraid his boss will oppose his ideas. What should he do first in his proposal?a. Reduce resistanceb. Gain attentionc. Motivate actiond. Build interest

ANS: B DIF: 5 REF: p. 239 OBJ: 9-3 TYPE: Ap

10. Sales letters usually follow which organizational pattern?a. Motivate action, gain attention, build interest, request orderb. Gain attention, build interest, reduce resistance, motivate actionc. Build interest, gain attention, motivate action, reduce resistanced. Gain attention, build interest, motivate action, request order

ANS: B DIF: 3 REF: p. 239 OBJ: 9-3 TYPE: Con

11. The statement How would you like to save 20 percent on your home heating costs this winter?a. builds interest with a product description.b. motivates action by telling readers how to save money.c. gains attention by asking a question that focuses on reader benefits.d. presents an indirect benefit.

CHAPTER 9 Persuasive and Marketing Messages250

ANS: C DIF: 5 REF: p. 239 OBJ: 9-3 TYPE: Ap

12. Morgan is writing a persuasive message to her boss and includes the opening sentence Your staff values your leadership style and commitment to our company’s success. She is gaining her reader’s attention by using what type of opening statement?a. A description of the problemb. A complimentc. A reader benefitd. A stimulating question


13. In a letter advertising its recycling services, Blue Spruce Recycling stresses that donors will feel the satisfaction of knowing that they have helped to preserve the environment. This persuasive technique relies ona. direct benefits to the reader.b. expert opinion.c. facts and statistics.d. indirect benefits to the reader.


14. In a letter advertising its GMAT preparation classes, Sylvania Learning Center includes this sentence: More than 90 percent of those taking our preparation class pass the GMAT the first time. This persuasive technique relies ona. indirect benefits to the reader.b. expert opinion.c. facts and statistics.d. problem description.


15. The statement A Hewlett-Packard printing system may cost a little more, but it will produce documents of a higher quality than the other printers we are consideringa. builds interest in a product.b. gains attention by describing a problem.c. reduces resistance.d. motivates action.


16. Which of the following is an effective way for persuasive writers and speakers to establish credibility with an audience?a. Establish your expertise.b. Offer counterarguments.c. Request a response from the receiver.d. Suggest new ideas, directives, or recommendations for change that will be of interest to the

audience.



17. Which of the following sentences best motivates action in a persuasive message?a. We know that you’ll want to use our global consulting services, so we’ll be by Friday to

finalize the contract.b. If you think that our global consulting services might benefit you, we hope you’ll consider

hiring us.c. The training we provide will help your sales team communicate effectively on its trip

to Peru. Please call me by June 1 so that your training sessions can begin by June 15.d. All of the above would effectively motivate action.


18. To start your home water delivery service immediately, call us at 1-800-555-1111 is an example ofa. reducing resistance.b. motivating action.c. gaining attention.d. building interest.


19. In which of the following situations is the writer being unethical?a. Peter convinces his subordinates that they will need to take a 2 percent pay cut but truthfully

promises them that it will only be temporary.b. Terry writes a memo focusing on a small perk offered in the new health coverage, but he

deliberately de-emphasizes a reduction in total coverage.c. Shannon interviews four people but cites only the three who have the necessary

qualifications in her report.d. Instead of writing a standard e-mail message, a CEO releases a video that explains major

changes in the company.


20. The statement Not wearing your seat belt is dangerous to drivers and passengers because it is unsafe is an example ofa. circular reasoning.b. logical reasoning.c. begging the question.d. post hoc (after, thus, because).


21. Using the statement Our dishonest accountant should be fired without supplying solid evidence is an example ofa. circular reasoning.b. logical reasoning.c. begging the question.d. post hoc (after, thus, because).



22. Using the statement The company added a wellness program, and four managers were promoted immediately afterward is most likely an example ofa. circular reasoning.b. logical reasoning.c. begging the question.d. post hoc (after, thus, because).


23. A strong force that encourages ethical behavior in business is the desire toa. convince someone to change a belief or to perform an action.b. make more money.c. maintain one’s reputation and credibility.d. prompt expensive litigation.


24. Which of the following situations requires an indirect strategy?a. An invitation to a local politician to speak at your professional organization’s awards

banquetb. An e-mail message asking for information about membership in a professional organizationc. A letter requesting a copy of your credit reportd. All of the above should use an indirect strategy.


25. In persuading a busy executive to visit a college class, which of the following illustrates a direct benefit to the reader?a. You will be helping students learn about the finance field.b. You will receive a $500 honorarium.c. We would appreciate your giving up your time, and we are grateful for your efforts.d. You would earn the respect of all your colleagues.


26. In persuading the owner of your company to allow you to telecommute, which of the following illustrates an indirect benefit to the reader?a. The time I save commuting would be spent working on company business.b. Because I’ll be working in my quiet home environment, my productivity will increase.c. Because I will not require an on-site office or company equipment, the company will

experience a reduction in expenses.d. My working from home will help to protect the environment.


27. Which of the following will most likely require persuasion?a. A supervisor asks her staff to work overtime to complete a project by the deadline.b. A team leader tells other team members how to upload information to the company Web site.c. An employee proposes an on-site child care facility to the company’s board of directors.d. The CEO invites all employees to a holiday party.


ANS: C DIF: 5 REF: pp. 245-246 OBJ: 9-5 TYPE: Ap

28. Instructions or directives moving downward from superiors to subordinates usually requirea. considerable persuasion.b. little persuasion.c. logical fallacies.d. skillful appeals to indirect benefits.


29. Which of the following messages moving downward from superiors to subordinates will most likely require persuasion?a. Asking employees to follow a new procedure for submitting payroll datab. Telling employees to change their passwords every six weeksc. Suggesting that employees send holiday cards to their clientsd. Requesting that employees participate in a charity 5K run that takes place outside of work

hours


30. Suggestions made by subordinates to management usually requirea. little or no persuasion.b. bribery.c. considerable persuasion.d. little or no evidence, facts, or figures.


31. Jacqueline wants to convince her supervisor to invest in new iPhones for the sales staff. What is the best thing Jacqueline can do in her proposal?a. Tell her supervisor that the cost of the new iPhones is a good deal.b. Tell her supervisor how happy she and the on the sales staff would be with new iPhones.c. Show how much better the sales staff will be able to stay in touch with clients and with the

office with new iPhones, resulting in greater productivity and higher sales.d. Outline some of the features the new iPhones have.


32. Which of the following sentences convey the best tone for a persuasive request within an organization?a. You should start following the new procedure immediately.b. You must approve my travel expenses by Friday.c. Please see your supervisor to have all supply purchases preapproved.d. Management demands that all new employees attend an orientation session.


33. Antonia is writing a proposal to the board of directors. What should she do to best persuade the members to adopt her idea?a. Avoid using facts and figures as it may bore or confuse her reader.b. Show how her proposal will save the company money.c. Avoid mentioning any risks involved because doing so might scare the audience.d. Antonia should do all of these.



34. Which message would be most effective when organized indirectly?a. An e-mail message informing employees about a change in the holiday scheduleb. An announcement about management training seminars being offered to employeesc. A memo asking employees to donate to a local charity through payroll deductionsd. An e-mail message telling employees that carpools are being organized


35. Jonathan has a wireless router that stopped working properly within the warranty period. He plans to write a claim letter to the company. Because he feels his request to have his router repaired at no cost is justified and will be granted, he should usea. the indirect strategy.b. the direct strategy.c. circular reasoning.d. both direct and indirect appeals.


36. When you are writing to complain about something and you’re worried that your reader might be reluctant to grant your claim, you should usea. the indirect strategy.b. the direct strategy.c. both direct and indirect appeals.d. circular reasoning.


37. Which of the following situations would require a persuasive claim or complaint letter?a. Miranda noticed that the power cord for a laptop she purchased last month is starting to split

open.b. George ordered business cards that were printed on the wrong color of cardstock.c. Brooke’s transmission failed two months after her car warranty expired.d. Ben’s November credit card statement contains a $65 charge he didn’t make.


38. Which of the following would be the best way to begin a persuasive claim or complaint letter?a. Open with a quick review of what the writer has done to resolve the problem.b. Open with a detailed chronology of what happened.c. Open with a statement that clearly shows your frustration with the situation.d. All of the above would be effective ways to begin a persuasive claim letter.


39. Which of the following statements would be best for ending a persuasive claim or complaint letter?a. If my claim is not granted, I will contact the Better Business Bureau immediately.b. Please credit my account for $198 by March 30, which is when my next billing cycle begins.c. My attorney is eagerly waiting to see whether my claim is granted.


d. Please get back to me at your earliest convenience.


40. In making a customer claim, you’re more likely to be successful if youa. appeal to the company’s sense of responsibility and pride in its good name.b. threaten to picket the company with signs that describe the complaint.c. mention the discussion you had with your attorney regarding this claim.d. provide a long, fact-filled account of all your dealings with the company concerning this

claim.


41. Which of the following statements about direct mail marketing is most accurate?a. With the increasing popularity of e-marketing, direct mail marketing has become obsolete.b. Sales letters are generally written by specialists.c. Direct mail marketing is more invasive than telephone solicitations and more hated than

unsolicited e-mail.d. Because marketing is such a science, very few people ever have the opportunity to write

anything considered a sales letter.

ANS: B DIF: 3 REF: pp. 249-251 OBJ: 9-7 TYPE: Con

42. The most effective sales messages follow this pattern:a. Gain attention, build interest, reduce resistance, motivate action.b. Gain attention, motivate action, reduce resistance, build action.c. Gain attention, reduce resistance, build interest, motivate action.d. Build interest, gain attention, reduce resistance, motivate action.


43. Brady is writing a sales letter to advertise the services provided by his day spa. In the letter he mentions rest, relaxation, and spoiling oneself for the day. Brady is using what type of appeal?a. Rational appealb. Emotional appealc. Dual appeald. Logical appealANS: B DIF: 5 REF: p. 252 OBJ: 9-7 TYPE: Ap

44. The most effective sales messages reduce resistance bya. mentioning the price right away to show you have nothing to hide.b. showing only the total price.c. including such things as testimonials and names of satisfied customers.d. doing all of the above.

ANS: C DIF: 3 REF: pp. 252-253 OBJ: 9-7 TYPE: Con

45. Sheree has ended a sales letter with the sentence Sign up by October 30 to get a 15 percent discount on your first year’s dues. What technique is she using to motivate action?a. Guaranteeing satisfactionb. Limiting the offerc. Setting a deadline


d. Offering a gift

ANS: B DIF: 5 REF: pp. 254-255 OBJ: 9-7 TYPE: Ap

46. When promoting products and writing sales letters, which of the following is legal?a. Including a “puffery” statement such as We offer the best service in the industry!b. Using a celebrity’s name or likeness in a sales message without his or her permissionc. Telling people they are sweepstakes winners or finalists when they really aren’td. All of the above are illegal.


47. Mary Anne is writing a sales letter to a company in Japan, which is a high-context culture. What should she do to make sure she is persuasive with this audience?a. Use direct expressions, words, and phrases.b. Make direct comparisons with other similar products.c. Make sure the message she is delivering is completely clear.d. Emphasize we and our rather than I or the “you” view.


48. What is the best way to be persuasive with individuals from low-context cultures?a. Use a soft-sell approach.b. Rely on unspoken context and nonverbal cues to convey messages.c. Express requests directly.d. Avoid using superlatives such as lowest, highest, or best.


49. The most effective press releasesa. concentrate on advertising a company’s products.b. emphasize the most important information by placing it near the end.c. attempt to answer the five Ws and one H in the first sentence.d. present interesting information without typos, punctuation errors, and factual errors.

ANS: D DIF: 3 REF: pp. 259-260 OBJ: 9-9 TYPE: Con

50. The most important information in a news release should bea. saved for the last paragraph for dramatic effect.b. focused totally on selling the writer’s company and its products.c. concentrated at the beginning of the release.d. highlighted briefly in the middle paragraphs.


TRUE/FALSE

1. The threat of losing something one already possesses is more likely to motivate people than the idea of gaining the same thing.


ANS: T DIF: 3 REF: p. 236 OBJ: 9-1 TYPE: Con

2. Managers don’t have to worry about tone because employees will automatically comply with their requests.

ANS: F DIF: 3 REF: p. 237 OBJ: 9-1 TYPE: Con

3. The first step in planning a persuasive message is determining the purpose since it establishes the strategy of the message.


4. A successful and practical persuasive message shows receivers how your request will help them solve a problem, achieve a personal or work objective, or make life easier.


5. If you are asking for something that you know will be approved, use the indirect approach.


6. When using the indirect strategy for writing a persuasive message, begin by gaining your reader’s attention.


7. Last month an additional 200 calls were handled by our technical support personnel, increasing response time by 15 percent per call is an example of an effective opener for a persuasive message recommending a solution to this problem.

ANS: T DIF: 5 REF: p. 239 OBJ: 9-3 TYPE: Ap

8. When building interest in your proposal or request, limit your explanation to one paragraph for conciseness.


9. In a letter promoting its new hybrid vehicle, a car company includes this sentence: Our new hybrid model will save you hundreds of dollars annually on gasoline expenses. The company is focusing on direct benefits of purchasing this vehicle.


10. One of the biggest mistakes in persuasive requests is the failure to anticipate and offset audience resistance.


11. To best overcome resistance, bring up every possible objection your reader might have.



12. To get six free months of business broadband service, please apply online by December 1 effectively motivates action in the closing of a sales letter.


13. Distorting or overlooking facts when using persuasive techniques is considered unethical behavior.


14. A manager who persuades employees to accept pay cuts because of low profits but fails to reveal executive bonuses is demonstrating ethical behavior.

ANS: F DIF: 5 REF: p. 241 OBJ: 9-3 TYPE: Ap

15. Persuading someone to change a belief or to perform an action is easier when done in writing rather than face to face.


16. Requests for favors involving time, money, special privileges, or cooperation usually focus on direct reader benefits.


17. Appealing to professionalism is a useful technique when requesting favors.


18. Instructions and directives to subordinates, including information about procedures, equipment, or customer service, usually require considerable persuasion and, therefore, should be arranged indirectly.


19. Neal wants to convince several members of his staff to quit smoking. He should use a direct organizational pattern.


20. Convincing management to adopt a procedure or invest in a product or new equipment is generally easy because most managers are open to change.


21. One of the best ways to persuade management to adopt an idea is to show how the idea will save the company money.



22. The indirect pattern is best when a past claim has been refused or ignored or if you anticipate reluctance to your claim.


23. You should show anger and frustration in a claim letter to show that you are serious about the matter.



24. Ashley is writing a claim letter about unsatisfactory service she received at a recent business dinner. She should enclose a copy of her restaurant receipt.


25. An effective technique in persuasive claim letters is to prove how your reader caused the problem.


26. An effective closing for a persuasive claim adjustment letter is I hope that you will take care of my request as soon as possible.


27. Smart companies should focus exclusively on e-marketing since direct-mail marketing is obsolete.


28. The first thing you should do when writing a sales letter is to analyze the product and the purpose for writing.


29. The most successful direct mail campaigns involve sending untargeted blanket mailings to occupants.


30. Your profit margin will increase by nearly 7 percent when you outsource your payroll processing is an effective statement for the opening paragraph of a sales letter.


31. An example of a rational appeal is Picture yourself being pampered for the day as you bask in the sun at our oceanside resort and spa.


32. In general, rational appeals are appropriate when a product is expensive, long-lasting, or important to health, security, and financial success.


33. An effective way of dealing with price is to show it in small units.ANS: T DIF: 3 REF: p. 253 OBJ: 9-7 TYPE: Con

34. An effective location for your strongest motivator is the postscript to a sales letter.



35. If you enclose unsolicited merchandise with a sales letter, the receiver must either pay for it or return it.


36. You can use the same persuasive techniques when communicating with high- and low-context cultures.


37. When trying to persuade people in high-context cultures, the soft-sell approach tends to work best.


38. Press releases that focus only on advertising a company’s products are highly sought after by the media.


39. An effective press release will focus on how the audience of the target media will benefit from having the press release published.

ANS: T DIF: 3 REF: p. 259OBJ: 9-9 TYPE: Con

40. An effective opener for a press release might be Hillgard Corporation supports the community by sponsoring Sunnydale Elementary School’s Read-to-Learn Program.


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