Q&A Hero

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: According to the FTC, marketing and sales messages must A) offer an alternative if the advertised product is not available. B) include a product reviewers name and any payment received for the review. C) not be offensive or insulting. D) include opt-in choices. E) be free of implied claims.

Q: Ethical businesspeople often use ________ as a positive force to align their interests with what is best for their audience. A) stealth marketing B) circular reasoning C) the "you" attitude D) persuasion E) authority

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) unethical marketing

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 all evidence, whether or not it's relevant. D) focuses on being both truthful and nondeceptive. E) requires admitting up front that you stand to gain from audience compliance.

Q: Marketers use ________ to track the online behavior of website visitors and serve up ads based on what their interests appear to be. A) cyber stalking B) crowdsourcing C) social convergence D) behavioral targeting E) psychographics

Q: If potential customers are likely to object to the price of your product or service, what can you do?

Q: Briefly explain the difference between selling points and benefits, and then give an example of each.

Q: Compare and contrast marketing messages and sales messages.

Q: If you're called upon to create marketing or sales messages for mobile commerce, what two things should you keep in mind?

Q: Successful marketing and sales messages match the product's selling points to the audience's primary needs or emotional concerns.

Q: Because using a mobile device is so convenient, most mobile users aren't pressed for time; so, they enjoy receiving intricate promotional messages.

Q: Promotional messages developed for mobile devices need to A) build a story one link at a time. B) immediately generate desire. C) have a strong call to action. D) have significant levels of detail. E) be fast and straightforward.

Q: Using the AIDA approach with social media A) requires the same steps as the AIDA approach with conventional media. B) does not work at all. C) requires a different, more interactive approach. D) requires a more rigid approach. E) requires a stronger attention getting technique.

Q: Unlike more traditional promotional messages, those written for social media A) are less interactive. B) enable companies to engage in conversations about their products and services. C) allow for less transparency and openness with customers. D) save money by allowing companies to rely on the news media to distribute important messages. E) are more persuasive.

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) social media savvy

Q: The benefits of a product can be A) practical but not emotional. B) anticipated. C) both practical and emotional. D) demographic in nature. E) psychographic in nature.

Q: ________ are the particular advantages that readers will realize from the features of a product. A) Benefits B) Optimizations C) Utilization points D) Selling points E) Marketing strategies

Q: According to your textbook, ________ are the most attractive features of a product. A) desirable benefits B) specialties C) points of access D) selling points E) price points

Q: ________ take(s) potential customers through the purchasing process without asking for an immediate purchase decision. A) Marketing messages B) Sales messages C) Mission statements D) Business previews E) The AIDA plan

Q: Conventional marketing or sales messages begin with an effort to gain the audience's A) attention. B) money. C) interest. D) cooperation. E) order.

Q: ________ are the most common form of content marketing in the mobile arena. A) Blog posts B) Search-engine results C) Downloadable coupons D) Mobile-optimized videos E) Websites

Q: The desire phase of a conventional marketing or sales message should A) cut through "the clutter" to get your audience's attention. B) build interest in the product or service that the message is promoting. C) expand on your explanation of how the product or service will benefit them. D) include a persuasive call to action. E) include a starting fact or statistic.

Q: Which of the following would not be an effective technique for gaining audience attention in sales messages? A) offering an exciting product benefit B) encouraging people to place an order C) offering a unique solution to a common problem D) appealing to people's emotions E) offering a piece of interesting news

Q: If price is one of your strong selling points, you should A) mention special offers, such as volume discounts, before actually stating the price. B) decrease the perception that the price is high. C) break the total price into smaller units. D) give the price a place of prominence in the message. E) not overemphasize it, since you might need to use this advantage later.

Q: Successful marketing and sales messages begin with A) an understanding of audience needs. B) an awesome marketing campaign. C) a persuasive call to action. D) an all-out effort to recruit marketing personnel. E) an explanation of how benefits can be delivered.

Q: In marketing and sales messages, the best way to handle potential objections is to A) avoid mentioning them. B) identify them up front and try to address as many as you can. C) explain why the objections aren't really important. D) suggest that anyone who has them simply needs to do more research. E) imply the objections stems from ignorance.

Q: If you're marketing a new security system to an audience of wealthy professionals, the consumer benefit you would most want to emphasize is A) protection of the consumer's property. B) the low cost of the system. C) the low monthly payments for the service. D) easy, do-it-yourself installation. E) sales projections for the new system.

Q: Whereas ________ focus on what the product does, ________ focus on what the user experiences or gains. A) wants; needs B) selling points; benefits C) benefits; selling points D) actionable features; desirable benefits E) benefits; objections

Q: When you're writing promotional messages for social media, use ________ to initiate and facilitate discussions in your networked community. A) traditional promotions B) bait-and-switch tactics C) conversation marketing D) opt-in scenarios E) stealth marketing

Q: A ________ helps a potential buyer move through the purchasing process without having to make an immediate decision; a ________ encourages a potential buyer to make a purchase decision immediately. A) marketing message; product push B) measured response; content quotient C) persuasive appeal; purchase message D) marketing message; sales message E) persuasive message; marketing message

Q: In marketing and sales messages, what is the primary difference between selling points and benefits? A) Selling points are positive whereas benefits are not. B) Selling points focus on the user rather than the product. C) Selling points focus on the product rather than the user. D) Benefits are unrelated to the audience. E) Benefits focus on key features of a product.

Q: All of the following except ________ will help to boost a company's marketing efforts on social media. A) facilitating community building B) using a "we talk, you listen" approach C) providing information that people want D) using conversation marketing E) identifying and supporting your champions

Q: Explain how to balance emotional appeals and logical appeals to persuade an audience.

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, and how do they differ?

Q: When your AIDA message uses an indirect approach and is delivered by email, what are two goals to keep in mind as you write the subject line?

Q: The AIDA model can be used with both the direct and indirect approaches for persuasive messages.

Q: One of the best ways to gain credibility for your message is to support it with objective evidence.

Q: Using simple language in persuasive messages usually increases your credibility with a skeptical audience.

Q: Most persuasive messages take the direct approach.

Q: Cause and effect A) are not the same, and confusing the two in persuasive messages can lead to faulty logic. B) are essentially the same. C) should not be addressed in persuasive business messages. D) are so complex that only professional writers should attempt to address them. E) make it difficult for audiences to assess the quality of a persuasive message.

Q: Emotional appeals A) have no place in persuasive business messages. B) can help audiences care enough to respond positively to your persuasive message. C) often backfire, and should be used only when addressing internal audiences. D) are usually sufficient, on their own, to convince the audience to make important decisions. E) are most effective in persuasive messages designed for international audiences.

Q: In persuasive messages, suggesting that the action you want readers to take A) makes them suspect that you are hiding something. B) encourages them to do what you have asked. C) is insulting, since everyone knows what they want. D) leads them to question the significance of your argument. E) works only when you use a tone that is obviously sarcastic.

Q: Addressing alternative positions in a persuasive message A) enhances your credibility and can strengthen your argument. B) weakens your argument, unless you use an aggressive tone. C) shows that you lack confidence in your opinions. D) is effective only with controversial subjects. E) requires that you use the direct 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) emotional appeal

Q: Persuasive messages often follow a specialized four-phase format called the A) PDQ plan. B) AIDA model. C) ASAP model. D) DEFF approach. E) direct, indirect, emotional and logical appeal plan.

Q: When writing a persuasive letter for claims or adjustments, you should A) assume the other person has no interest in helping you. B) use a confident and positive tone. C) mention as many additional complaints as possible about the company. D) say you have already contacted an attorney (even if you really haven't). E) repeatedly say how disappointed you are in the company.

Q: When writing a persuasive request for action, you should A) use the hard-sell approach. B) demonstrate that helping you will solve a significant problem. C) ask for more than you actually want so that you'll have a cushion for negotiation. D) avoid flattery. E) use circular reasoning.

Q: When preparing a persuasive request for action, it is vital to A) show you understand the audience's concerns. B) emphasize how you will benefit if the request is fulfilled. C) emphasize the negative consequences of not complying with the request. D) make yourself look good in the reader's eyes. E) identify what attitudes or beliefs you wish to change.

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 positive. D) indicate the competition is not worth addressing. E) speak negatively about the competition.

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) simplify a complex issue to either/or choices.

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) As always, the stock market really affected our stock prices last week. E) Have you heard what happened to stock prices last week?

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) attack an opponent without fear of reprisal. E) use a general conclusion to prove a point.

Q: An advertisement stating that a new product offers "freedom and comfort along with $20 savings per month" is using A) an emotional appeal. B) an analogy. C) an inductive appeal. D) both logical and emotional appeals. E) circular reasoning.

Q: The AIDA approach for persuasive messages is ideal when used with A) the direct approach. B) the indirect approach. C) either the direct or the indirect approach. D) social media marketing. E) face to face communications.

Q: The key to a successful action phase in the AIDA model is A) getting readers to change their minds. B) increasing the audience's awareness of your product or service. C) making the action you propose simple and easy. D) creating a win-lose situation, with you as the winner. E) reproaching the audience for not taking action sooner.

Q: An effective ending for a persuasive message would be: A) Simply take the enclosed coupon to any of our service centers by June 15 for your free oil and filter change. B) Please respond as soon as possible because this offer is not likely to last very long. C) Wouldn't you like to save some money? D) Be sure to tell all your friends about this exciting offer. E) Now that I have your attention, here is what to do.

Q: When using the AIDA approach to persuasion, the closing should A) urge the audience to take the action you are requesting. B) provide additional evidence and detail not covered in the desire section. C) explain the steps needed to implement your ideas. D) help the audience imagine how the solution might benefit them. E) get the audience's attention.

Q: The purpose of the interest section of a persuasive message is to A) capture attention. B) prompt the audience to imagine how the solution might benefit them. C) increase the audience's desire to take the action recommended in the message. D) get the reader to act immediately. E) make acting on the requested action easy.

Q: When using the AIDA approach to persuasion, which of the following would be the best opening to your message? A) How are you today? B) I know you've heard this all before, but ... C) Are you spending way too much on prescription drugs? D) This is an important message. E) What I am about to tell you might seem insignificant, but believe me, it's not.

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. E) assess, inform, decide, anticipate.

Q: When it comes to persuasive messages, the direct approach A) is rarely used. B) is often preferable with an audience with whom you have a close relationship. C) is used only by top management. D) does not require inclusion of justifications or explanations. E) is used when you need to rely more on the strength of your message than your reputation.

Q: In a ________, your goal may be nothing more than convincing your audience to re-examine long-help 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 presentation of marketing ideas

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 E) using a well-crafted story

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) comparing two objects or situations that don't share enough similarities.

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) seeks input and feedback from customers who don't understand marketing.

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) demographics and psychographics.

Q: Describe at least five strategies for establishing credibility when preparing persuasive messages.

Q: When is it a good idea to use the direct approach for persuasive messages?

Q: In preparing to write persuasive messages, what two categories of information are vital to understanding the needs of your audience?

Q: Most persuasive business messages involve requests for action.

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: When you're completing a persuasive message, A) proofread your message meticulously. B) judge your argument objectively. C) ask an experienced colleague to review your draft. D) choose distribution methods that the audience expects and prefers. E) all of the above

Q: When using persuasion to sell a product or idea, the goal is A) to let the audience know this is the best choice possible. B) to explain to the audience what will happen if they make a different choice. C) to present your offering in the best possible light. D) to explain how your offering is superior to all others. E) to offer the best price based on quality.

Q: The attempt to change an attitude, belief, or action is known as A) manipulation. B) deception. C) motivation. D) exploitation. E) persuasion.

Q: Using simple language in persuasive messages A) helps avoid suspicions of fantastic claims and emotional manipulation. B) reduces your credibility, since jargon and complex terminology are impressive. C) confuses the audience, since they expect you to show how much you know. D) is harmful when addressing external audiences. E) is fine as long as you overwhelm the audience with complicated charts and diagrams.