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Q:
In evaluating material you have gathered for a report ______________
A) you can assume that any information taken from a web page will be credible and reliable.
B) you should throw out any information whose source is an organization that might be biased.
C) you should check the material for currency.
D) all of the above.
Q:
A guideline to help you obtain valid and reliable survey results is ______________
A) don"t expect people to give you more than 10 or 15 minutes of their time.
B) give people plenty of time to research their answers.
C) ask all open ended questions because people like to talk about things they know.
D) ask people about specific dates in the past.
Q:
Survey results are considered reliable when ______________
A) similar results would be obtained if the survey were repeated.
B) a representative group of people has been surveyed.
C) the research measures what it was intended to measure.
D) the phrasing of the questions is unbiased.
Q:
Which of these documents would not usually qualify as primary research?
A) A sales report from a company rep
B) The most recent issue of a trade magazine in your industry
C) Correspondence with a particular customer
D) Your company's latest balance sheet
Q:
Intellectual property includes patents, copyrighted materials, trade secrets, and _____________
A) blogs.
B) internet domain names.
C) company website code.
D) social media.
Q:
To overcome the shortcomings of search engines, _______________
A) choose one search engine and stick with it.
B) use web directories, online databases, and metasearch engines.
C) use long search phrases rather than short ones or single terms.
D) avoid Boolean operators.
Q:
When you factor a problem, you ______________
A) develop a schedule for your research.
B) limit the scope of your investigation.
C) develop alternative hypotheses.
D) break the problem into a series of questions.
Q:
Some external parties prepare a formal invitation to bid on their contracts, called _______________
A) an investigation report.
B) a request for proposal.
C) an alternate hypothesis report.
D) a request for project report.
Q:
In an unsolicited proposal, the writer ______________
A) might have to convince the audience that a problem exists.
B) uses the direct approach since it works best for unsolicited proposals.
C) uses a style approved by the company or the organization.
D) enumerates the client's options regarding such business decisions as product-line expansion.
Q:
Solicited proposals are prepared ______________
A) by companies attempting to obtain business.
B) by government regulatory agencies.
C) by companies at the request of clients who need something done.
D) by clients who wish to acquire the services of highly regarded companies.
Q:
To paraphrase effectively, ______________
A) give a brief summary of what the writer meant to say, but from your point of view.
B) use the word "paraphrase."
C) use quotation marks to identify phases copied from the source.
D) draw a conclusion of the facts and report it.
Q:
A justification report ______________
A) provides the history of a problem, and then presents and analyzes possible solutions.
B) describes what has happened in a department or division during a particular period.
C) is an internal proposal to persuade top management to approve a project.
D) explains a decision that has already been made.
Q:
An informational report that summarizes a proposed business venture is called a(n) ____________
A) business plan.
B) compliance report.
C) operating report.
D) personal activity report.
Q:
A Policy report may be ________________
A) used as a compliance report.
B) an external report only.
C) a document listing changes over time.
D) a brief description of business procedures.
Q:
Progress reports ________________
A) describe what occurred during a convention or conference.
B) give approval to proceed with an idea, project or task.
C) persuade top management to approve a project.
D) range from updates in simple memo form to comprehensive status reports.
Q:
Monitor/control reports include ________________
A) policies and procedures.
B) plans, operating reports, and personal activity reports.
C) solicited and unsolicited sales proposals.
D) research, justification, and troubleshooting reports.
Q:
A drawback of the yardstick approach is that ________________
A) it's not very logical.
B) your audience needs to agree with the criteria you"re using.
C) it's not very useful for proposals.
D) your audience may consider it too short and simple when it comes to comparing many criteria.
Q:
When writing analytical reports for skeptical readers, the most persuasive and efficient structure is ________________A) the spatial approach.B) the sequential approach.C) the 2 + 2 = 4 approach.D) none of the above.
Q:
In the 2 + 2 = 4 approach, the main points in your outline are ________________
A) quantitative in nature.
B) the main reasons behind your conclusions.
C) less important than your recommendations.
D) more important than your recommendations.
Q:
Which of the following is not a common type of organization for analytical reports?
A) The 2+2 approach
B) The chronological approach
C) Focus on conclusions or recommendations
D) The yardstick method
Q:
Which of the following is not a common type of organization for informational reports?
A) According to importance
B) According to chronology
C) According to logic
D) According to spatial orientation
Q:
Conclusions and recommendations are stated at the beginning of a report _____________
A) if readers are likely to be receptive or open-minded.
B) if the indirect format is being used.
C) if the report is analytical.
D) never.
Q:
One way to reduce the confusion presented by having two or more alternatives is to establish a yardstick for evaluating all of them.
A) True
B) False
Q:
Although it is persuasive, the 2 + 2 = 4 approach is not an efficient way to organize an analytical report.
A) True
B) False
Q:
The direct and indirect approaches are never combined in a business report.
A) True
B) False
Q:
The longer the message, the more effective the indirect approach is likely to be.
A) True
B) False
Q:
Most information reports use a topical organization.
A) True
B) False
Q:
If the audience for your sales letter promoting a new security system is made up of affluent suburbanites, the consumer benefit you would most want to emphasize in your letter is _____________A) the reliability of the system when protecting the consumer's property.B) the low cost.C) the attractive appearance of the device.D) easy, do-it-yourself installation.
Q:
Give three considerations you need to make when selecting the right medium for your persuasive message.
Q:
Describe at least five common techniques for attracting an audience's attention at the beginning of a marketing or sales message.
Q:
Describe several ways you can de-emphasize price in sales letters.
Q:
Explain how to balance emotional appeals and logical appeals to persuade an audience.
Q:
Describe each of the four phases of the AIDA plan for persuasive messages.
Q:
Describe at least five strategies for establishing credibility when preparing persuasive messages.
Q:
Describe two legal aspects of marketing and sales communication a writer should pay close attention to.
Q:
Why is it important in marketing and sales messages to avoid implying offers or promises you cannot deliver on?
Q:
Briefly explain the difference between selling points and benefits, and then give an example of each.
Q:
Describe how an effective persuasive claim letter should be written.
Q:
List five guidelines that will help you avoid logical flaws (faulty logic).
Q:
What are three methods of reasoning you can use when making a logical appeal?
Q:
Rewrite the following email subject line in order to make it more interesting without revealing the main idea: "Proposal to switch to new medical insurance provider."
Q:
When your AIDA message uses an indirect approach and is delivered by memo or email, what are two goals to keep in mind as you write the subject line?
Q:
What does AIDA stand for?
Q:
When is it a good idea to use the direct approach for persuasive messages?
Q:
In preparing to write persuasive messages, what two types of information are vital to assess the needs of your audience?
Q:
A sales letter begins with some sort of _________ device.
Q:
__________ are the particular advantages that readers will realize from the features of a product or idea.
Q:
__________ are the most attractive features of a product.
Q:
The purpose of __________ letters is to motivate people to spend money on products.
Q:
Persuasive messages often follow a specialized form of the indirect approach called the __________ plan.
Q:
__________ is reasoning from a generalization to a specific conclusion.
Q:
__________ is reasoning from specific evidence to a general conclusion.
Q:
Limit your __________ to include only the information needed to help your audience take the next step toward making a favourable decision.
Q:
If you can"t be sure you can reach most or all of your audience with a single medium, you need to use __________.
Q:
It is particularly important to establish __________ with a skeptical or hostile audience.
Q:
__________refers to information about an individual's personality, attitudes, lifestyle, and other psychological characteristics.
Q:
__________refer to information about people's age, gender, occupation, income, and education.
Q:
__________is the human need that is the central motivation in fundraising messages and other appeals to charity.
Q:
__________is the need to reach one's full potential as a human being.
Q:
__________ is the attempt to change people's attitudes, beliefs, or actions.
Q:
Asking "What does the competition offer?" "What is special about my product?" and "What are potential buyers really looking for?" helps you determine _____________A) which tried-and-true attention-getter to use.B) your product's central selling point.C) the price for your product.D) which type of mailing list to use.
Q:
Which of the following is not one of the tried and true attention-getting devices used in sales letters?
A) Offering a free sample of the product
B) Insulting the reader
C) A provocative question
D) A solution to a problem
Q:
If price is one of your strong selling points, you _____________
A) mention special offers, such as volume discounts, before actually stating the price.
B) compare the price to the cost of some other product or activity ("This exercise equipment costs less than a health club membership").
C) break the total price into smaller units ("Just six easy payments of $19.95 each will bring you this lovely collector's item").
D) emphasize it in the opening of the sales letter.
Q:
Which of the following would be the best wording in a sales letter?
A) "The NuForm desk chair is so comfortable that you won't want to go home from work."
B) "The NuForm desk chair is designed to give your lower back the ultimate in support and to relieve pressure on your legs as well."
C) "The NuForm desk chair supports your lower back and relieves pressure on your legs."
D) "The incredibly handsome NuForm desk chair is functional as well as impressive; it provides a great deal of lower back support."
Q:
Which of the following would be considered a selling point of a car phone?
A) Status
B) Safety
C) Portability
D) None of the above
Q:
When writing a persuasive claim letter _____________
A) assume that the other person is trying to cheat you.
B) use a confident and positive tone.
C) mention as many additional complaints as possible about the company.
D) do all of the above.
Q:
When writing a persuasive request for action, you _____________
A) use the direct approach.
B) demonstrate that helping you will indeed solve a significant problem.
C) ask for more than you actually want so that you'll have a cushion for negotiation.
D) avoid flattery.
Q:
To overcome audience resistance to your message _____________
A) use the hard-sell approach.
B) present all sides of the issue before making the case for your position.
C) resist compromise.
D) do all of the above.
Q:
An effective ending for a persuasive message would be _____________
A) "Return the enclosed coupon by June 15 and you'll receive your bonus "˜early bird" key chain."
B) "Please respond as soon as possible."
C) "Wouldn't you like to save some money?"
D) "Be sure to tell all your friends about this exciting offer."
Q:
The purpose of the desire section of a persuasive message is to _____________
A) introduce the main idea.
B) create interest in the main idea.
C) increase your audience's willingness to take action.
D) suggest the action your audience should take.
Q:
The purpose of the interest section of a persuasive message is to _____________
A) capture attention.
B) stress how the information in the message will benefit the audience.
C) increase the audience's desire to take the action that is recommended in the message.
D) get the reader to act immediately.
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:
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.
Q:
An advertisement stating that Bubbly bubblebath "will free you of all your worries and cares" is using _____________
A) an emotional appeal.
B) an analogy.
C) an inductive appeal.
D) a deductive appeal.
Q:
When it comes to persuasive messages, the indirect approach _____________
A) is often preferable when using the "you" attitude.
B) is often preferable when trying to persuade higher-level managers.
C) is used only by top management.
D) does not require inclusion of justifications or explanations.
Q:
An ethical persuasive argument _____________
A) is a contradiction in terms.
B) focuses on how the audience's actions will benefit the sender.
C) includes any evidence the sender can come up with, whether or not it's relevant.
D) influences audience members by providing information that allows them freedom to choose.
Q:
To build credibility with your audience, you _____________
A) come right out and state that you are trustworthy.
B) let them know that you're not rigid about what you have to say.
C) establish common ground with them.
D) point out ways in which your knowledge is superior to that of your audience members.
Q:
Personality, lifestyle, and attitudes are assessed through _____________
A) demographic surveys.
B) psychographic studies.
C) inkblot tests.
D) examining census data.
Q:
Which of the following is not an example of demographic information?
A) Age
B) Occupation
C) Lifestyle
D) Income
Q:
If a supervisor approaches a worker who consistently arrives late by saying, "I know your job is important to you," the supervisor is addressing the worker's need for _____________
A) safety and security.
B) acceptance.
C) status and esteem.
D) self-actualization.