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Q:
Describe each of the four phases of the AIDA model for persuasive messages.
Q:
List three categories of common persuasive business messages.
Q:
What are three methods of reasoning you can use when making a logical appeal?
Q:
Creating an emotional appeal requires the creation of a claim based on a rational argument and solid evidence.
Q:
Using simple language in persuasive messages usually increases your credibility with a skeptical audience.
Q:
Induction refers to reasoning from a generalization to a specific conclusion.
Q:
Deductive reasoning moves from specific evidence to a general conclusion.
Q:
Most persuasive messages take the direct approach.
Q:
Persuasive messages often follow a specialized four-phase format called the
A) PDQ plan.
B) AIDA model.
C) ASAP model.
D) DEFF approach.
Q:
The process of ________ works from a generalization to a specific conclusion.
A) intuitive reasoning
B) deductive reasoning
C) conventional reasoning
D) inductive reasoning
E) generalized reasoning
Q:
One way to overcome audience resistance to your message is to
A) use the hard-sell approach.
B) address possible concerns that your audience has.
C) emphasize the potential problems.
D) emphasize the consequences of non-compliance.
E) identify areas where competitors fall short.
Q:
When writing persuasive messages, one way to avoid faulty logic is to
A) avoid induction.
B) avoid deduction.
C) avoid praising your opponent.
D) avoid hasty generalizations.
E) avoid precise terms.
Q:
Which of the following uses a deductive approach to persuasion?
A) Because the stock market has been falling lately, share prices of our company stock will probably also decline.
B) Because the stock price of our company fell, the entire market will probably also decline.
C) Our stock price is like a marathon runner, slowly making progress towards our goal.
D) You should invest in our company stock before the prices go up.
E) It is acceptable to lose money in the stock market because stock values always goes back up.
Q:
An analogy lets you
A) reason from one specific piece of evidence to another specific piece of evidence.
B) reason from one specific piece of evidence to a general conclusion.
C) reason from a generalization to a specific conclusion.
D) reason from one specific piece of evident to an all-encompassing conclusion.
E) reason from a generalization to more generalizations and examples.
Q:
The purpose of the interest section of a persuasive message is to
A) capture attention.
B) show that your product is well-suited to your audience.
C) increase the audience's desire to take the action recommended in the message.
D) get the reader to act immediately.
E) indicate areas of faulty logic by the audience.
Q:
The AIDA approach for persuasive messages should be used with
A) the direct approach only.
B) the indirect approach only.
C) either the direct or the indirect approach.
D) neither the direct nor the indirect approach.
Q:
When it comes to persuasive messages, the direct approach
A) is rarely used.
B) is often preferable with a receptive audience.
C) is used only by top management.
D) does not require inclusion of justifications or explanations.
E) opens the door to debate and argument
Q:
In a ________, your goal may be nothing more than convincing your audience to re-examine long-held opinions or admit the possibility of new ways of thinking.
A) persuasive retrenchment
B) persuasive presentation of ideas
C) persuasive request for action
D) persuasive claim or request for adjustment
E) persuasive statement of truths
Q:
Circular reasoning is a logical fallacy that involves
A) reducing a wide range of choices to a simple "either/or" scenario.
B) using irrelevant evidence to support your argument.
C) trying to support a claim by restating it in different words.
D) attacking an opponent's character, rather than countering his or her argument.
E) identifying negative outcomes if your argument is not supported.
Q:
With regards to persuasive messages in social media, the AIDA approach is limited because it
A) cultivates long-term relationships.
B) focuses on one-time events.
C) lacks persuasive elements.
D) uses a multidirectional, conversational approach.
E) allows the audience to respond immediately with questions.
Q:
Which of the following is one of the best ways to deal with audience resistance to your message?
A) Use circular reasoning
B) Avoid illogical support
C) Eliminate faulty analogies
D) Anticipate and address objections
E) Simplify complex issues
Q:
Which type of reasoning does a logical appeal use when working from specific evidence to a general conclusion?
A) Analogy
B) Induction
C) Persuasive
D) Deduction
E) Circular
Q:
AIDA stands for
A) appeal, indirect, direct, action.
B) anticipate inquiry in doing adjustments.
C) assume, insist, describe, act.
D) attention, interest, desire, action.
Q:
Why are persuasive business messages based only on emotional appeals less effective?
A) The audience will want proof you can solve a problem
B) The audience will easily reach the same conclusion as the writer
C) Emotional appeals take more time to read and process
D) The audience will need help identifying the conclusion
E) Analogies between the problem and the appeal will not be easily understood
Q:
What do persuasive business messages tend to rely on most heavily for effectiveness?
A) Culture
B) Emotion
C) Timing
D) Logic
E) Motivation
Q:
Which of the following is one of the drawbacks to using the AIDA approach to persuasive messages?
A) The message talks with the audience, not at them
B) The message is multidirectional
C) The message is built around a single event
D) The message is built around long-term relationships
E) The message cannot be effectively sent over email
Q:
When you're composing a persuasive message, all of the following EXCEPT ________ are common mistakes that you need to avoid.
A) using a hard-sell approach
B) promoting compromise
C) relying solely on great arguments
D) assuming that persuasion is a one-shot effort
Q:
In which phase of the AIDA model does the writer encourage the audience to hear more about the problem, idea, or product?
A) Audience
B) Attention
C) Interest
D) Desire
E) Action
Q:
What are the four communication stages in the AIDA model?
A) Attention, indirect, direct, action
B) Action, interest, desire, attention
C) Affiliation, interests, demographics, audiences
D) Attention, interest, desire, action
E) Aggregation, independence, dependence, activity
Q:
Most persuasive messages combine
A) truth and falsehood.
B) current and very old evidence.
C) logical and emotional factors.
D) many major points all at once.
E) direct and indirect wording.
Q:
Your success as a businessperson is connected closely to your ability to convince others to
A) accept new ideas.
B) change old habits.
C) act on your recommendations.
D) all of the above.
Q:
Describe at least five strategies for establishing credibility when preparing persuasive messages.
Q:
In preparing to write persuasive messages, what two categories of information are vital to assess the needs of your audience and what do the two categories include?
Q:
Discuss the way various types of motivation drive an audience and affect a persuasive message, particularly in relation to Maslow's theory.
Q:
Successful professionals understand that persuasion is the attempt to get your audience to make the choices you want them to makeeven if those choices are not in their best interest.
Q:
Persuasion is about letting audiences know they have choices and presenting your choice in the best possible light.
Q:
Most persuasive business messages involve requests for action.
Q:
Demographic information includes people's psychological characteristics, such as personality, attitudes, and lifestyle.
Q:
After analyzing the situations, which of the following should be the next step in creating a compelling persuasive message?
A) Selecting the channel and medium
B) Organizing information
C) Limiting the scope of information
D) Writing the message
E) Gathering necessary information
Q:
Which of the following will help to encourage a positive response to a persuasive message?
A) Using polite but blunt language
B) Understanding and respecting cultural differences
C) Ignoring organizational culture and focusing on individual needs
D) Assuming the audience understands your authority and credibility
E) Showing the audience how their past choices have been poor decisions
Q:
Which of the following should be evaluated when reviewing the content of a persuasive message?
A) The incorporation of evidence to increase credibility
B) An understanding of the needs of the audience
C) The objectivity of your argument
D) An understanding of cultural expectations
E) An indication of your authority and power in the organization
Q:
What type of persuasive message is designed to convince business audiences to purchase products and services?
A) Spider webs
B) Anecdotes
C) Persuasive business messages
D) Continuous operations messages
E) Marketing and sales messages
Q:
During which step of the three-step writing process should you determine how the distribution method fits the audience's expectations and preferences?
A) When completing the message
B) When organizing the information
C) When determining appropriate media
D) When gathering information
E) When planning the message
Q:
Business professionals know that ________ is the attempt to change an audience's attitudes, beliefs, or actions.
A) deception
B) falsification
C) persuasion
D) trickery
E) manipulation
Q:
If a supervisor tells a worker who consistently arrives late, "I know you don't want to have your pay docked," the supervisor is addressing the worker's need for
A) safety and security.
B) acceptance.
C) status and esteem.
D) self-actualization.
E) belonging.
Q:
If you can't be sure which medium will be best to convey your persuasive message to a diverse audience, you should
A) choose the one that is most economical.
B) select the one that is easiest to use (such as email).
C) use two or more media at the same time.
D) choose one at random and see how well it works.
E) ask the audience about their preference.
Q:
As a human need that affects motivation, self-actualization involves the need to
A) cultivate lifelong involvement.
B) feel a sense of accomplishment.
C) reach one's full potential as a human being.
D) control situations or exert authority over others.
E) avoid problems wherever possible.
Q:
In general, the best persuasive messages ________ the audience's motivations.
A) avoid mentioning
B) downplay
C) openly address
D) dismiss
E) minimize
Q:
________ data provides information about an individual's personality, attitudes, lifestyle, and other psychological characteristics.
A) Demographic
B) Ideographic
C) Psychographic
D) Lithographic
Q:
Which of the following is addressed when advertising to people who have a need to show others that they are successful?
A) The need for affiliation and belonging
B) The need for achievement
C) The need for safety and security
D) The need for power and control
E) The need for aesthetic appreciation
Q:
________ information includes age, gender, occupation, income, and education.
A) Demographic
B) Stenographic
C) Psychographic
D) Typographic
Q:
When creating a persuasive message for a hostile audience, how can you help establish common ground with the audience?
A) Use simple language to avoid suspicions
B) Emphasize shared beliefs, attitudes, and experiences
C) Provide evidence to support your claims
D) Identify information sources
E) Persuade with logic, evidence, and narratives
Q:
Which of the following will show a hostile audience that your message is credible?
A) Use claims that are emotionally based
B) Make promises based on the needs of the audience
C) Incorporate logic, evidence, and compelling narratives
D) Use high pressure and "hard sell" tactics
E) Identify which of the audience's beliefs or attitudes are incorrect
Q:
To be most effective, a persuasive message should align with
A) the recipient's basic physiological requirements.
B) the recipient's basic education and levels of understanding.
C) the recipient's cultural expectations.
D) the recipient's existing motivational forces.
E) the recipient's level of resistance.
Q:
Which of the following is a measure of the combination of forces that drive people to satisfy their needs?
A) Demographics
B) Psychographics
C) Motivation
D) Appeal
E) Self-actualization
Q:
Personality, lifestyle, and attitudes are assessed through
A) demographic surveys.
B) psychographic studies.
C) inkblot tests.
D) examinations of census data.
Q:
Which of the following is an example of psychographic information that can be determined about an audience?
A) Age
B) Attitude
C) Gender
D) Occupation
E) Education
Q:
Which of the following is not an example of demographic information?
A) Age
B) Occupation
C) Lifestyle
D) Income
Q:
Which of the following is an example of demographic data you can gather about your audience?
A) Personality
B) Attitude
C) Lifestyle
D) Cultural expectations
E) Education
Q:
When you're writing a persuasive message, you can encourage a positive response by
A) using polite and positive language.
B) taking steps to establish your credibility.
C) understanding and respecting cultural differences.
D) all of the above.
Q:
Which of the following are quantifiable characteristics about audience members?
A) Psychographics
B) Affiliation
C) Self-actualization
D) Demographics
E) Physiological requirements
Q:
Which of the following should be incorporated into a persuasive message to make it as effective as possible?
A) Demographics
B) Audience's interest in being motivated
C) Audience's desires and interests
D) Issues of safety and security
E) An authentic expression of appreciation
Q:
Marketers use quantifiable characteristics known as ________ and psychological characteristics known as ________ to help them understand the needs of an audience.
A) social graphics, intuitional data
B) demographics, psychographics
C) crowdsourcing, regionalism
D) psychometrics, cryptography
Q:
Which of the following is an attempt to change an audience's attitudes, beliefs, or actions?
A) Persuasion
B) Planning
C) Analysis
D) Motivation
E) Psychographics
Q:
How can marketers make sales and marketing messages truthful and nondeceptive?
Q:
Briefly explain several guidelines for adapting marketing and sales messages for social media.
Q:
Why is it especially important in marketing and sales messages to avoid implying offers or promises you cannot fulfill?
Q:
What role does conversation marketing play in promotional messages for social media?
Q:
You usually do not need permission to use a person's name or photograph in a marketing or sales message.
Q:
Because promotional messages are not legally binding contracts in most states, it is usually acceptable to imply offers or promises you cannot deliver.
Q:
Ethical businesspeople view persuasion as a way to align their own interests with what is best for the audience.
Q:
Which of the following is the outcome when someone's name, photograph, or other aspect of identity is used without permission?
A) An endorsement
B) An invasion of privacy
C) Breach of contract
D) Bait and switch advertising
E) Evidence of a claim
Q:
Which of the following is considered to be deceptive by the FTC?
A) Offering a money-back guarantee
B) Using scientific studies to support claims
C) Failing to include important information about the product
D) Asking for the consent of parents before collect personal information about children
E) Using images of public figures
Q:
Which of the following is required by the FTC when statements about a product are an important part of the purchasing decision for customers?
A) The message must be backed up with evidence
B) The message must be truthful and not deceptive
C) The message must offer bait and switch options
D) The message cannot be geared toward children
E) The message must be considered a binding contract
Q:
Why do some users consider remarketing and behavioral targeting to be unethical?
A) The practice is invasive
B) The practice compromises data security
C) The practice generates additional spam
D) There is no "opt out" option
E) The practice allows bloggers to publish misinformation
Q:
Which of the following uses behaviorally targeted ads that follow users even as they move to other websites?
A) Indirect marketing
B) Implied claims
C) Bait and switch
D) Permission marketing
E) Remarketing
Q:
Who is responsible for imposing penalties on advertisers who violate standards for truth in advertising?
A) The Federal Office of Transportation
B) The Federal Ethics Committee
C) TechStar
D) The Federal Trade Commission
E) The Federal Authority for Financial Services
Q:
How do businesspeople influence audience members?
A) By showing the "you" attitude
B) By acting as an ethical and honest force
C) By providing information and aiding understanding
D) By determining their best interest, and getting the audience to agree
E) By maintaining the highest standards of business ethics
Q:
In social-media marketing, ________ are enthusiastic fans of your company and its products.
A) mega-users
B) champions
C) viral voices
D) repeat customers
E) bloggers
Q:
In the practice of ________, behaviorally targeted ads from one website follow an online shopper when he or she moves on to other websites.
A) flanking
B) remarketing
C) cyber stalking
D) stealth advertising
E) market shifting