Question 1

The key to a successful action phase in the AIDA model is

Accepted Answer

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) A) and B)
F) None of the above

Question 2

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

Accepted Answer

Selling points are the most attractive f...

Question 3

Which of the following uses a deductive approach to persuasion?

Accepted Answer

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)  None of the above.E) All of the above
F) A) and B)

Question 4

What are three methods of reasoning you can use when making a logical appeal?

Accepted Answer

Logical appeals can ...

Question 5

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.

Accepted Answer

A)  marketing message; product push
B)  measured response; content quotient
C)  persuasive appeal; purchase message
D)  marketing message; sales messageE) A) and C)
F) All of the above

Question 6

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

Accepted Answer

A) True 
 B)False

Question 7

Marketers use ________ to track the online behavior of website visitors and serve up ads based on what their interests appear to be.

Accepted Answer

A)  cyber stalking
B)  crowdsouring
C)  social convergence
D)  behavioral targetingE) B) and C)
F) A) and B)

Question 8

As a human need that affects motivation, self-actualization involves the need to

Accepted Answer

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) A) and B)
F) None of the above

Question 9

An ethical persuasive argument

Accepted Answer

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)  focuses on being both truthful and nondeceptive.E) B) and D)
F) B) and C)

Question 10

A marketing or sales message begins with an effort to gain the audience's ________.

Accepted Answer

attention
Explanation:A market...

Question 11

Circular reasoning is a logical fallacy that involves

Accepted Answer

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) C) and D)
F) B) and D)

Question 12

Regardless of the audience's specific needs, if your product is good and your message is clear, you will likely persuade them to make a purchase.

Accepted Answer

A) True 
 B)False

Question 13

Successful professionals understand that persuasion is the attempt to get your audience to make the choices you want them to make-even if those choices are not in their best interest.

Accepted Answer

A) True 
 B)False

Question 14

Marketers use quantifiable characteristics known as ________ and psychological characteristics known as ________ to help them understand the needs of an audience.

Accepted Answer

A)  social graphics; intuitional data
B)  demographics; psychographics
C)  crowdsourcing; regionalism
D)  psychometrics; cryptographyE) A) and B)
F) A) and D)

Question 15

If you anticipate objections to your persuasive message, it is best not to bring them up.

Accepted Answer

A) True 
 B)False

Question 16

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.

Accepted Answer

A)  persuasive retrenchment
B)  persuasive presentation of ideas
C)  persuasive request for action
D)  persuasive claim or request for adjustmentE) A) and B)
F) A) and C)

Question 17

In the attention phase of a persuasive message, your goal is to make the audience want to hear about your idea.

Accepted Answer

A) True 
 B)False

Question 18

When preparing a persuasive request for action, it is vital to

Accepted Answer

A)  show that you understand and respect 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) A) and B)
F) A) and C)

Question 19

Most persuasive messages take the direct approach.

Accepted Answer

A) True 
 B)False

Question 20

When using the AIDA approach to persuasion, which of the following would be the best opening to your message?

Accepted Answer

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) A) and B)
F) None of the above

Exam 12: Writing Persuasive Messages

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

Correct AnswerverifiedShow Answer

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.

Correct AnswerverifiedShow Answer

If you anticipate objections to your persuasive message, it is best not to bring them up.

Correct AnswerverifiedShow Answer

As a human need that affects motivation, self-actualization involves the need to

Correct AnswerverifiedShow Answer

Marketers use ________ to track the online behavior of website visitors and serve up ads based on what their interests appear to be.

Correct AnswerverifiedShow Answer

When using the AIDA approach to persuasion, which of the following would be the best opening to your message?

Correct AnswerverifiedShow Answer

An ethical persuasive argument

Correct AnswerverifiedShow Answer

In the attention phase of a persuasive message, your goal is to make the audience want to hear about your idea.

Correct AnswerverifiedShow Answer

Most persuasive messages take the direct approach.

Correct AnswerverifiedShow Answer

A marketing or sales message begins with an effort to gain the audience's ________.

Correct AnswerverifiedattentionExplanation:A market...View AnswerShow Answer

Circular reasoning is a logical fallacy that involves

Correct AnswerverifiedShow Answer

Successful professionals understand that persuasion is the attempt to get your audience to make the choices you want them to make-even if those choices are not in their best interest.

Correct AnswerverifiedShow Answer

Regardless of the audience's specific needs, if your product is good and your message is clear, you will likely persuade them to make a purchase.

Correct AnswerverifiedShow Answer

Marketers use quantifiable characteristics known as ________ and psychological characteristics known as ________ to help them understand the needs of an audience.

Correct AnswerverifiedShow Answer

When preparing a persuasive request for action, it is vital to

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedSelling points are the most attractive f...View AnswerShow Answer

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.

Correct AnswerverifiedShow Answer

Which of the following uses a deductive approach to persuasion?

Correct AnswerverifiedShow Answer

What are three methods of reasoning you can use when making a logical appeal?

Correct AnswerverifiedLogical appeals can ...View AnswerShow Answer

The key to a successful action phase in the AIDA model is

Correct AnswerverifiedShow Answer

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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.

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attention
Explanation:A market...
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Marketers use quantifiable characteristics known as and psychological characteristics known as to help them understand the needs of an audience.

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Selling points are the most attractive f...
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Logical appeals can ...
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