1) The attempt to change an​ audience's attitudes, beliefs or actions is referred to as​ ________________. a) logic b) coaxing c) encouragement d) motivation e) persuasion 2) The age, gender, occupation, income, education, and other quantifiable characteristics of the people you're trying to persuade are referred as a) lifestyle b) personality c) psychology d) demographic e) attitudes 3) The combination of forces that drive people to satisfy their needs is referred to as a) drive b) motivation c) ambition d) inspiration e) determination 4) Most persuasive messages use the ______________________ approach a) targeted b) direct c) formal d) indirect e) informal 5) If you are a highly regarded technical expert with years of experience, you might use the ____________ approach in a persuasive message to the top executives. a) direct b) formal c) indirect d) informal e) targeted 6) If you aren't well known and therefore need to rely more on the strength of your message than the power of your reputation, the _______ approach will probably be more successful. a) informal b) indirect c) targeted d) formal e) direct 7) Which of the following techniques is recommended for composing a successful persuasive message? a) Do not hesitate to use "hard sell" tactics to convince a skeptical audience b) Demonstrate how your interests align with your​ audience's interests. c) Provide subjective evidence for the claims and promises you make. d) Use complicated language to impress your audience. e) Be subjective and present fair and logical arguments. 8) The AIDA model is​ tailor-made for the​ ___________ approach. a) formal b) informal c) direct d) targeted e) indirect 9) A(n) ______________appeal draws on feelings or audience sympathies rather than on​ facts, figures, and rational arguments. a) indirect b) targeted c) emotional d) direct e) rational 10) ​A(n) _____________________ appeal calls on reasoning and evidence. a) emotional b) sentimental c) passionate d) logical e) aspirational 11) To persuade your boss to hire additional customer support​ staff, you might point to industry surveys that show how crucial customer satisfaction is to corporate profits. This is an example of​ _________________ reasoning. a) deductive b) rational c) inductive d) empirical e) analytical 12) To convince your team to change to a new manufacturing​ process, you could point out that every company that has adopted it has increased​ profits, so it must be a smart idea. This is an example of​ _____________ reasoning. a) rational b) deductive c) analytical d) empirical e) inductive 13) To convince management to add chat room capability to the​ company's groupware​ system, you could explain that it is like a neighborhood community​ center, only online. This is an example of using​ __________________ to make a logical appeal. a) circular reasoning b) analysis c) analogy d) inductive reasoning e) deduction 14) Which of the following will help you avoid logical fallacies and misleading readers with faulty language or reasoning​ tools? a) Simplify complex issues to make them more understandable. b) Use circular reasoning. c) Make generalization whenever possible. d) Avoid assumptions of cause and effect. e) Use ad hominem attacks. 15) Which of the following is true regarding persuasive​ arguments? a) One should rely solely on great arguments. b) One should assume that persuasion is a​ one-shot effort. c) Often a​ "hard sell" is necessary. d) One should resist compromise. e) The​ "soft sell" approach can be quite effective. 16) The bulk of your persuasive business messages will involve​ ______________. a) claims b) attempts to sway your audience with​ "hard sell" tactics c) requests for compliance d) requests for action e) requests for adjustment 17) A persuasive​ ________ involves encouraging people to consider a new idea or a different perspective. a) request for adjustment b) request for compliance c) request for action d) presentation of ideas e) claim 18) In order to be​ effective, a persuasive​ ________ should include a thorough and detailed review of the​ facts, and be written in a positive and confident tone that indicates you deserve to be satisfied with every transaction. a) claim b) presentation of ideas c) request for action d) note e) request for compliance 19) ​________ messages guide possible customers through the purchasing​ process, but​ don't ask them to make an instant decision. a) Informational b) Relevant c) Marketing d) Topical e) Sales 20) ​_________ messages encourage potential buyers to make an immediate purchase decision. a) Marketing b) Relevant c) Informational d) Sales e) Topical 21) The most attractive features of a product are referred to as​ ____________. a) product aspects b) product features c) selling points d) product benefits e) product attributes 22) The term used to describe what the user experiences or gains from the product is referred to as the product​ _____________. a) aspects b) benefits c) features d) characteristics e) attributes 23) The first step in preparing successful marketing and sales messages is​ ____________________. a) determining benefits b) analyzing your competition c) anticipating purchasing objections d) analyzing audience needs e) determining key selling points 24) Steven is using the AIDA model for writing a conventional marketing and sales message. The final step in this process is​ ____________________. a) getting the​ reader's attention b) building interest c) increasing desire d) following up after the sale e) motivating action 25) A business is using the illegal tactic of​ ____________________ if it advertises a good it​ doesn't intend to sell and then tries to sell​ another, more expensive product. a) implied claims b) dumping c) ​up-selling d) ​bait-and-switch e) fishing

CHAPTER 12

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