Chapter 9 Self-Quiz

What should persuasive business messages NOT do?

break down reader resistance

coerce readers to do something

appeal to reader needs, interests, values, and logic

motivate readers to act or change their minds

What should a writer do to encourage readers to say "yes" to a request?

Direct the reader to take action.

Dedicate significant message space to all reader objections.

Address serious objections at the end of the message.

Indicate how money spent can result in long-term savings.

Which strategy should be avoided to counter resistance to a request?

pointing out short-term pain can lead to long-term gain

pointing out advantages outweigh disadvantages

pointing out money spent can save money or time in the long run

pointing out the expense and time needed for implementation

Which of the following is NOT a type of persuasive appeal?

appeal to emotion

appeal to reason

appeal to currency

appeal to ethics

What would NOT help writers establish trust with the reader?

citing experts

including their business titles

identifying a mutual interest

using sarcasm

What does an effective persuasive writer consider?

how the reader is motivated

how much money the reader makes

how writer-based language can be incorporated

how information can be distorted to achieve the goal

Which of the following is NOT an example of a persuasive message?

a claim request

a claim refusal

a collection letter

a sales message

Which is not a step in the indirect writing plan for persuasive messages?

Prove the benefit to the reader.

Ask for an apology.

Ask for action.

Obtain interest.

Which of the following would contribute to an ineffective persuasive memo?

a specific subject line

statistical evidence to support the problem explanation

an aggressive closing

an acknowledgement of potential drawbacks

When asking for a specific action from the reader, what should the writer NOT do?

Set a deadline.

Be firm.

Be polite.

Withhold incentives.

What does an effective claim request do?

ends angrily to emphasize writer dissatisfaction

gives a threat about next steps the writer will take

opens positively

avoids asking for a specific action

Which of the following is NOT a stage of collection letters?

survey

reminder

inquiry

demand

What will a good sales message avoid?

market research to develop a reader profile

a "Dear Occupant" salutation

objective language and facts

limited-time and special offers

Which of the following is NOT a technique to help writers gain attention in a sales letter?

a product feature

a special offer

news that makes the reader feel important

an opening with a long story

What is a postscript?

a film script that is posted through social media

a cost-effective way to mail business messages

a short message added to the end of letter

a handwritten message transmitted by the postal system

Where is a postscript located in a sales letter?

in the complimentary close

in the opening

after the sender's signature

wherever it can attract the most attention

Why are postscripts used in a sales letter?

to spotlight free offers

to add information forgotten in the main message

to urge readers to take their time in making decisions

to de-emphasize information

What does a fundraising package typically include?

a donation, a reply form, and a non-disclosure agreement

an appeal for a donation, a reply form, and a postage-paid envelope

an appeal for a donation, a do-not-reply form, and an e-mail address

a donation, a consent form, and an envelope

Which of the following is true about persuasion through social media?

It can drive support for causes and social good.

It is not effective for online marketing strategies.

It cannot generate as much support as traditional non-electronic methods.

It depends on establishing oneself as an actual expert rather than a perceived one.

Which techniques are used to persuade through social media?

social proof, liking, and scarcity

social compensation, disliking, and abundance

social work, authority, commonness

social loafing, inferiority, and surplus

Which technique is NOT used to persuade audiences through social media?

establishing yourself as an expert

offering subscriptions to unlimited numbers of people

offering subscriptions to limited numbers of people

mirroring other people's posts

Which term refers to a social media persuasion technique that involves opening up subscriptions to limited numbers of people?

reciprocation

liking

scarcity

social proof

Which term refers to third-party endorsers who have relationships with online communities, and with whom organizations often partner?

social media infiltrators

social media influencers

social media instigators

social media investigators

Which of the following is true about social media influencers?

They have limited value to organizations.

They never produce marketing content for the brands to which they attach themselves.

They have limited influence on marketing target audiences.

They allow organizations to access solid relationships of trust to attract consumers.

Who are NOT typical social media influencers?

entertainers

students

teachers and tutors

visionaries

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