Ch. 10

1) In general, the best persuasive messages ________ the audience’s potential resistance.

A) avoid mentioning
B) downplay
C) anticipate and address
D) dismiss
E) lampoon

Answer: C Explanation: C) Persuasive messages that are the most effective are those that are closely aligned with audience motivations, which are the forces that drive people to satisfy their needs. Part of this is understanding the audience’s resistance and addressing it rather than avoiding or making fun of it.

2) Which of the following is not an example of demographic information?

A) Age
B) Occupation
C) Lifestyle
D) Income
E) Education

Answer: C Explanation: C) The demographics of an audience include the age, gender, occupation, income, education, and other quantifiable characteristics of the people whom you are trying to persuade. Lifestyle is part of the psychographics of the audience, which are psychological characteristics.

3) Personality, lifestyle, and attitudes are assessed through

A) demographic surveys.
B) psychographic studies.
C) inkblot tests.
D) examinations of census data.
E) none of the above.

Answer: B Explanation: B) Psychographic attributes of an audience include personality, attitudes, lifestyle, and other psychological characteristics, and these characteristics are the type of subject matter that is examined through psychographic studies.

4) If you can’t be sure which medium will be best to convey your persuasive message to a diverse audience, you should

A) choose the one that is most economical.
B) select the one that is easiest to use (such as email).
C) use two or more, such as following up an email campaign with printed letters.
D) choose one at random and see how well it works.
E) not send the message.

Answer: C Explanation: C) You may need to use multiple types of media to reach your target audience, depending on their media preferences. If you can’t be sure you can reach most or all of your audience through a single medium, you need to use two or more, such as following up an email campaign with printed letters.

5) If a supervisor approaches a worker who consistently arrives late by saying, "I know you don’t want to have your pay docked," the supervisor is addressing the worker’s need for

A) safety and security.
B) acceptance.
C) status and esteem.
D) self-actualization.
E) power and control.

Answer: A Explanation: A) The need for safety and security is one of the human needs that influences motivation. Safety and security includes protection from bodily harm, to know loved ones are safe, protection of personal identity, and to have financial and career security.

6) 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) multiple questions into one.

Answer: C Explanation: C) As you prepare your persuasive messages, you have to ensure that you use the right amount of emotion and logic. Generally, persuasive business messages rely more on logical appeals, but you need to include enough emotion so that your audience cares enough to respond.

7) When it comes to persuasive messages, the direct approach

A) is rarely used.
B) is often preferable when you know your audience is likely to agree with you.
C) is used only by top management.
D) does not require inclusion of justifications or explanations.
E) is a sign that the writer lacks confidence.

Answer: B Explanation: B) Because many persuasive messages are given to audiences that are not likely to agree with the presenter, they are often designed to use the indirect approach. The direct approach is most effective when used for an audience that is ready to hear your proposal.

8) 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, act.

Answer: D Explanation: D) AIDA is a persuasive model that provides an effective approach for forming persuasive messages. It is an indirect approach that can be used for audiences that might not be receptive to the message of the presenter. It can be used for the direct approach as well.

9) 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) How would you like to save up to 70% on prescription drugs?
D) This is an important message.
E) What I am about to tell you might seem boring and insignificant, but believe me, it is not.

Answer: C Explanation: C) Your first objective is to engage your readers or listeners in a way that encourages them to want to hear about your main idea. Write a brief and compelling sentence, without making extravagant claims or irrelevant points. Look for some common ground on which to build your case.

10) The purpose of the interest section of a persuasive message is to

A) capture attention.
B) explain the relevance of your message to your audience.
C) increase the audience’s desire to take the action recommended in the message.
D) get the reader to act immediately.
E) coax the audience into thinking what you’re about to say is insignificant.

Answer: B Explanation: B) The interest section is intended for continuing the theme that was introduced in the attention section, painting a more detailed picture of the problem you propose to solve with the solution that you are offering.

11) 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) warn the audience that bad things will happen if they don’t listen to you.
E) do all of the above.

Answer: A Explanation: A) In the action section, you should suggest the action you want readers to take and phrase it in a way that emphasizes the benefits to them or to the organization they represent. Be sure to provide all the information the audience needs to take the action, including deadlines and contact details.

12) 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.
C) Wouldn’t you like to save some money?
D) Be sure to tell all your friends about this exciting offer.
E) Well, I guess that’s it.

Answer: A Explanation: A) In an effective ending for a persuasive message, you should suggest the action you want readers to take and phrase it in a way that emphasizes the benefits to them or to the organization they represent. Be sure to provide all the information the audience needs to take the action, including deadlines and contact details.

13) The secret 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) emphasizing how taking the action you propose will benefit the audience.
D) creating a win-lose situation, with you as the winner.
E) telling the audience they should be ashamed for not having thought of this on their own.

Answer: C Explanation: C) Your audience is most likely to be motivated if the benefits to them or to the organization they represent are emphasized. Be sure to provide all the information the audience needs to take the action, including deadlines and contact details, and remember to keep the focus on the audience’s needs.

14) The AIDA approach for persuasive messages should be used with

A) the direct approach only.
B) the indirect approach only.
C) a combination of the direct and indirect approaches—never one or the other.
D) either the direct or the indirect approach.
E) neither the direct nor the indirect approach.

Answer: D Explanation: D) AIDA is a persuasive model that provides an effective approach for forming persuasive messages. It is an indirect approach that can be used for audiences that might not be receptive to the message of the presenter. It can be used for the direct approach as well.

15) Compared to more traditional approaches, using social media for promotional messages

A) is far more expensive.
B) allows for the same strategies and techniques.
C) requires a different, more interactive approach.
D) is generally less effective.
E) reaches a much smaller audience.

Answer: C Explanation: C) Social media shifts the dialogue style from unidirectional talks to multidirectional conversations. Social media is not necessarily more expensive and it can be very effective if used well, potentially reaching a very wide audience.

16) An advertisement stating that a new resort offers "freedom and comfort along with great value" is using

A) an emotional appeal.
B) an analogy.
C) an inductive appeal.
D) both logical and emotional appeals.
E) circular reasoning.

Answer: D Explanation: D) The "freedom and comfort" aspect of this advertisement is an emotional appeal to the receiver’s feelings or sympathies. The "great value" aspect is a logical appeal to the receiver’s desire to spend as little money as possible.

17) An analogy lets you

A) reason from one specific piece of evidence to another specific piece of evidence.
B) reason from specific evidence to a general conclusion.
C) reason from a generalization to a specific conclusion.
D) make generalizations without backing them up.
E) do all of the above.

Answer: A Explanation: A) With analogy, you reason from specific evidence to specific evidence, in effect "borrowing" from something familiar to explain something unfamiliar. For instance, 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.

18) Which of the following uses a deductive approach to persuasion?

A) Because the stock market is expected to fall next month, shares of our company stock will probably also decline.
B) It is important for our sales force to operate like a well-oiled machine.
C) Our stock price is like a marathon runner, slowly making progress towards our goal.
D) Have you heard what happened to stock prices last week?
E) None of the above.

Answer: A Explanation: A) With deductive reasoning, you work from a generalization to a specific conclusion. 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.

19) 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) stick to vague, hedging statements.

Answer: D Explanation: D) Make sure you have plenty of evidence before you draw your conclusions. Induction and deduction are forms of logical reasoning, and praising your opponent can be an effective approach in maintaining good relations. Vague, hedging statements will undermine

20) One way to overcome audience resistance to your message is to

A) use the hard-sell approach.
B) present all sides of the issue before making the case for your position.
C) emphasize your impeccable logic.
D) speak negatively about your competitors.
E) do all of the above.

Answer: B Explanation: B) If you expect a hostile audience, one biased against your plan from the beginning, present all sides of the story. As you cover each option, explain the pros and cons. You’ll gain additional credibility if you present these options before presenting your recommendation or decision.

21) When preparing a persuasive request, it is vital to

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) suggest that there are no other alternatives, even when there are.
E) show readers that you are not overly concerned about their objections.

Answer: A Explanation: A) When making a persuasive request, open with an attention-getting device and show readers that you know something about their concerns, such as maintaining customer satisfaction. Use the interest and desire sections of your message to demonstrate that you have good reasons for making such a request and to cover what you know about the situation.

22) When writing a persuasive request for action, you should

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.
E) make fantastic claims about the benefits of complying, since no one is likely to follow up.

Answer: B Explanation: B) One of the main goals of presenting a persuasive request for action is to convince the audience that helping you will help them. When you’ve demonstrated that your message is relevant to your readers, you can close with a request for some specific action or decision.

23) When writing a persuasive claim letter, you should

A) assume that 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.

Answer: B Explanation: B) The key ingredients of a good persuasive claim are a complete and specific review of the facts and a confident and positive tone. Keep in mind that you have the right to be satisfied with every transaction.

24) 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 completely unrelated to the audience.
E) None of the above are correct.

Answer: C Explanation: C) Selling points are the most attractive features of a product or service, whereas benefits are the particular advantages that readers will realize from those features. Put another way, selling points focus on the product or service, whereas benefits focus on the user.

25) An effective approach to presenting the benefits of a product is to

A) describe them with highly complex terms.
B) show them in a list or a table, identifying each feature and describing the benefits it offers.
C) list the features, and challenge the audience to figure out the benefits.
D) choose one direct benefit and one indirect benefit.
E) exaggerate them.

Answer: B Explanation: B) A common approach to communicating features and benefits is to show them in a list or a table, identifying each feature and describing the benefits it offers. This allows your audience to visualize the benefits that you are discussing in a simple and accessible format.

26) If the audience for your marketing or sales message promoting a new security system is made up of wealthy professionals, which of the following consumer benefits would you want to emphasize most?

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
E) how many hundreds of households have the system installed

Answer: A Explanation: A) Anticipate the objections that your audience might have to the product you are selling, and emphasize what is likely to be its greatest selling point. An audience of wealthy professionals is not likely to be strongly convinced by low cost, appearance, easy installation, or popularity as much as they will be by reliability.

27) 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 that they stem from remarkable ignorance.

Answer: B Explanation: B) Marketing and sales messages often encounter objections, and the best way to handle them is to identify them up front and try to address as many as you can. Objections can include perceptions of high price, low quality, incompatibility, or unacceptable risk.

28) In marketing and sales messages, you can deemphasize the price of your product by

A) mentioning it in the middle of a paragraph after you’ve presented benefits and selling points.
B) stating it right at the beginning.
C) commenting on how wealthy your readers probably are.
D) simply saying the benefits outweigh the costs.
E) doing all of the above.

Answer: A Explanation: A) Whenever price is likely to cause an objection, look for ways to increase the perceived value of the purchase and decrease the perceived cost. Make sure that any attempts to minimize perceptions of price or other potential negatives are ethical.

29) 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) 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) give it a position of prominence, such as in the headline or as the last item in a paragraph.
E) not overemphasize it, since you might need to fall back on it later.

Answer: D Explanation: D) Selling points should be clearly emphasized. If an item such as price is a selling point, make sure to present it as one of the most attractive features of the product you are trying to sell. You do not need to try to minimize it if it is a selling point.

30) Which of the following would not be an effective technique for gaining audience attention in sales messages?

A) Stating your product’s strongest benefit.
B) Emphasizing how badly you need to make some sales.
C) Explaining how your product offers a solution to a problem.
D) Promising savings.
E) Giving insider information.

Answer: B Explanation: B) Make sure to keep your sales message focused on the wants and needs of audience members. Use an approach such as the AIDA model to assist you in developing a message that indicates to the audience the benefits that they can receive by participating in your sale.

31) The interest phase of a sales message should

A) begin with a "hard sell" that makes audiences want to hear more.
B) help the audience understand how your idea will benefit them.
C) emphasize the relevance of your message to your audience.
D) avoid any attempts at answering potential objections.
E) suggest that anyone who is not interested in hearing more is foolish.

Answer: C Explanation: C) Use the interest section of your message to build on the intrigue you created with your opening. This section should also offer support for any claims or promises you made in the opening. Address potential objections if necessary, and stick to the indirect approach if your audience is potentially hostile.

32) Which of the following would be the best wording in a marketing or sales message?

A) The Never-Off whole-house generator requires professional installation.
B) The Never-Off whole-house generator is designed to turn on automatically when it detects a general service interruption.
C) The Never-Off whole-house generator provides the power you and your family need during electrical outages.
D) The Never-Off whole-house generator is compact and unobtrusive, so it will not present an unattractive appearance.
E) The Never-Off whole-house generator may be noisy, but the power it provides is worth it.

Answer: C Explanation: C) A personal appeal to the reader’s emotions or values is a particularly effective approach for marketing or sales messages. Neutral statements or statements that contain negatives that are not outweighed by positives are not as effective in persuasive messages.

33) In a marketing or sales message, product claims should be supported

A) primarily by testimonials from satisfied customers.
B) primarily by statistics from scientific studies of the product.
C) primarily by background information on the company selling the product.
D) by relevant, compelling information—often of many different types.
E) best by emotional appeals.

Answer: D Explanation: D) Creative writers find many ways to provide support, including testimonials from satisfied users, articles written by industry experts, competitive comparisons, product samples and free demonstrations, independent test results, and movies or computer animations that show a product in action.

34) 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 effective only for audience members between 18 and 25 years of age.

Answer: B Explanation: B) The notion of interactive participation is the driving force behind conversation marketing, in which companies initiate and facilitate conversations in a networked community of customers, journalists, bloggers, and other interested parties.

35) 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.
E) requires admitting up front that you stand to gain a lot if the audience complies.

Answer: D Explanation: D) Ethical businesspeople persuade by aligning their own interests with what is best for their audiences. They influence audience members by providing information and aiding understanding, which allows audiences the freedom to choose. To maintain the highest standards of business ethics, always demonstrate the "you" attitude by showing honest concern for your audience’s needs and interests.

36) 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.

Answer: A Explanation: A) If you expect a hostile audience, one biased against your plan from the beginning, present all sides of the story. As you cover each option, explain the pros and cons. You’ll gain additional credibility if you present these options before presenting your recommendation or decision.

37) The best way to persuade an audience to do something is to

A) convince them that their existing motivations are unreasonable.
B) change their motivation by suggesting that they are unsophisticated.
C) align your message with their existing motivation.
D) use scare tactics to describe the consequences of failing to do what you have asked.
E) shame them into doing what you want.

Answer: C Explanation: C) Effective persuasive messages are closely aligned with audience motivations, those forces that drive people to satisfy their various wants and needs. These motivations can range from safety and security to power and control, achievement, self-actualization, and more.

38) When it comes to assessing human needs,

A) psychologists have identified a number of common ones most people share.
B) it is impossible to generalize, since everyone is different.
C) money is at the top of everyone’s list.
D) everyone’s are exactly the same.
E) none of the above are true.

Answer: A Explanation: A) While not everyone’s needs are exactly the same, most human needs fall into the same set of categories that psychologists have identified. Some of these categories include safety and security, affiliation and belonging, power and control, achievement, adventure and distraction, aesthetic appreciation, and more.

39) Avatars are

A) special chat rooms that strictly limit what can be said.
B) harmful spyware programs that help companies gather personal information on their customers.
C) used to create a more sociable experience for shoppers on websites.
D) items that are exactly the same for everyone.
E) unexpected objections raised by the audience in response to a persuasive message.

Answer: C Explanation: C) Some companies utilize avatars to accompany shoppers online. These person-like characters can create a more sociable experience for shoppers. Such an approach to shopping can make the online marketplace a more persuasive medium.

40) In persuasive messages, limiting your scope

A) is less important than in other types of messages.
B) reduces the likelihood that your audience will be convinced.
C) is critical if your audience is to understand and accept your position.
D) is unnecessary, since audiences expect these messages to be long.
E) can reduce the effectiveness of your argument.

Answer: C Explanation: C) Limiting your scope is vital. If you seem to be wrestling with more than one main idea, you haven’t zeroed in on the heart of the matter. If you try to craft a persuasive message without focusing on the one central problem or opportunity your audience truly cares about, chances are you won’t be able to persuade successfully.

41) Using polite language in persuasive messages

A) enhances the effectiveness of your arguments.
B) is less effective than an aggressive "hard sell."
C) shows a lack of confidence, and should be avoided.
D) is effective only with external audiences.
E) is helpful in the body, but not in the opening or close.

Answer: A Explanation: A) Encourage a positive response to your persuasive messages by (1) using positive and polite language, (2) understanding and respecting cultural differences, (3) being sensitive to organizational cultures, and (4) taking steps to establish your credibility.

42) Suggesting that readers have made poor choices in the past

A) is helpful in sales messages, but not other persuasive messages.
B) is effective in persuasive messages, as long as you are subtle.
C) works well if you are trying to convince someone to make a large purchase.
D) can inadvertently insult your audience, reducing the effectiveness of your persuasive message.
E) makes them more likely to accept your argument, as long as you are blunt and forceful.

Answer: D Explanation: D) Take care not to inadvertently insult your readers by implying that they’ve made poor choices in the past. Use positive language to emphasize the value of the idea or product that you are trying to persuade your audience to adopt.

43) Differences in organizational culture

A) are not important when it comes to writing persuasive messages.
B) can profoundly affect the success of a persuasive message.
C) are important when addressing international audiences, but not those in the U.S.
D) are so complex that no one can truly understand them.
E) are important to consider for negative messages, but not for persuasive messages.

Answer: B Explanation: B) Just as social culture affects the success of a persuasive message, so too does the culture within various organizations. Some organizations handle disagreement and conflict in an indirect, behind-the-scenes way, whereas others accept and even encourage open discussion and sharing of differing viewpoints.

44) Establishing credibility in persuasive messages

A) is impossible unless the audience is already familiar with you.
B) is a waste of time, since data and evidence are the only things audiences find convincing.
C) requires a condescending, "know-it-all" tone.
D) works only when you make negative comments about your company’s competitors.
E) is essential when you are trying to persuade a hostile or skeptical audience.

Answer: E Explanation: E) When you are trying to persuade a skeptical or hostile audience, credibility is essential. You must convince people that you know what you’re talking about and that you’re not trying to mislead them.

45) 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.

Answer: A Explanation: A) Keep your message direct, clear, and positive. Audiences often respond unfavorably to over-the-top language, so keep your writing simple and straightforward. You will communicate most effectively if you do not confuse your audience.

46) When it comes to persuasive messages, the completing step

A) is much simpler than it is for other types of messages.
B) is less important than it is for negative messages.
C) is especially important.
D) is unnecessary.
E) generally involves nothing more than a quick review.

Answer: C Explanation: C) Taking the time to complete your persuasive message through careful review is essential because the details of the message can often make or break it. Find multiple people to review your message before you present it.

47) In persuasive messages, suggesting that the action you want readers to take is easy

A) makes them suspect that you are hiding something.
B) encourages them to do what you have asked.
C) is insulting, since everyone will know it is not.
D) leads them to question the significance of your argument.
E) works only when you use a tone that is obviously sarcastic.

Answer: B Explanation: B) Suggest the action you want readers to take and phrase it in a way that emphasizes the benefits to them. Make the action as easy as possible to take. Be sure to provide all the information the audience needs to take the action, including deadlines and contact details.

48) 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.

Answer: B Explanation: B) As its name implies, an emotional appeal calls on audience feelings and sympathies rather than facts, figures, and rational arguments. Words used to evoke an emotional response can help put your audience members in a positive frame of mind and help them accept your message. Emotional appeals are appropriate for most audiences but are rarely sufficient on their own.

49) Causation and correlation

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.

Answer: A Explanation: A) Correlation occurs when two things happen at the same time, but causation occurs only when one thing is directly connected to or initiated by another thing. Correlation does not always indicate causation, and it is important to maintain the distinction between the two.

50) The primary difference between a marketing message and a sales message is

A) so insignificant that the two can be used interchangeably.
B) that a sales message asks potential buyers to make a purchase decision right away.
C) that sales messages are longer.
D) that marketing messages are more aggressive.
E) that marketing messages are more difficult to compose.

Answer: B Explanation: B) Marketing messages usher potential buyers through the purchasing process without asking them to make an immediate decision. Sales messages take over at that point, encouraging potential buyers to make a purchase decision then and there.

51) 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.

Answer: FALSE

52) To devise an effective persuasive message, you need to analyze audience members and then appeal to their desires and interests.

Answer: TRUE

53) Demographic information includes people’s psychological characteristics, such as personality, attitudes, and lifestyle.

Answer: FALSE

54) 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.

Answer: FALSE

55) If you possess little authority in your organization, the direct approach will generally be best for the persuasive messages you send.

Answer: FALSE

56) Using polite language in business-related persuasive messages weakens your argument and reduces your chance of success.

Answer: FALSE

57) When preparing persuasive messages for audiences in high-context cultures, you will be most successful if you use an aggressive, hard-sell approach.

Answer: FALSE

58) Using simple language in persuasive messages usually increases your credibility.

Answer: TRUE

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

Answer: TRUE

60) When it comes to persuasive messages, an up-front hard-sell approach is usually the most successful.

Answer: FALSE

61) The interest section of a persuasive letter provides details on how the message is relevant to the audience.

Answer: TRUE

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

Answer: TRUE

63) The primary purpose of the desire section of a persuasive message is to get the audience to keep reading (or listening) to your message.

Answer: FALSE

64) The AIDA model for persuasive messages works only with the indirect approach.

Answer: FALSE

65) Most persuasive messages combine logical and emotional appeals.

Answer: TRUE

66) When writing persuasive messages, one should be careful not to mix emotional and logical appeals.

Answer: FALSE

67) Deductive reasoning moves from specific evidence to a general conclusion.

Answer: FALSE

68) Induction refers to reasoning from a generalization to a specific conclusion.

Answer: FALSE

69) In developing persuasive messages, you should avoid the use of metaphors, as they will only confuse the reader.

Answer: FALSE

70) If you expect a hostile audience, you should be careful to present all sides of an issue before making the case for your own argument.

Answer: TRUE

71) Most persuasive business messages involve requests for action.

Answer: TRUE

72) When writing a persuasive claim or request for adjustment, you should appeal to your audience’s sense of fair play, goodwill, or moral responsibility.

Answer: TRUE

73) Successful marketing and sales messages match the product’s distinguishing benefit to the audience’s primary needs or emotional concerns.

Answer: TRUE

74) A good way to open a marketing or sales message would be "We here at Colbert Corporation are proud to announce our new, improved all-weather tent."

Answer: FALSE

75) Because promotional messages are not legally binding contracts in most states, it is usually acceptable to imply offers or promises you cannot deliver.

Answer: FALSE