Chapter 9: Writing Persuasive Mesages

Question 1

The attempt to change an​ audience’s attitudes, beliefs or actions is referred to as

Answer 1

persuasion

Question 2

The​ age, gender,​ occupation, income,​ education, and other quantifiable characteristics of the people​ you’re trying to persuade are referred to as​

Answer 2

demographics

Question 3

The combination of forces that drive people to satisfy their needs is referred to as

Answer 3

motivation

Question 4

Most persuasive messages use the​ _______________ approach.

Answer 4

indirect

Question 5

If you are a highly regarded technical expert with years of​ experience, you might use the​ _____________ approach in a persuasive message to top executives.

Answer 5

direct

Question 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.

Answer 6

indirect

Question 7

Displaying your willingness to keep your​ audience’s best interests at heart is a technique for?

Answer 7

composing a successful persuasive message

Question 8

The AIDA model is very well suited to the​ ___________ approach.

Answer 8

indirect

Question 9

​A(n) ______________ appeal draws on feelings or audience sympathies.

Answer 9

emotional

Question 10

While marketing and sales messages tend to focus on emotional​ appeals, most persuasive business messages rely more on​ ______________.

Answer 10

logic

Question 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.

Answer 11

deductive

Question 12

To convince your boss to change a certain production​ process, you could point out that every company that has adopted it has increased profits. This is an example of​ _____________ reasoning.

Answer 12

inductive

Question 13

To convince management to add chat room capability to the company’s groupware​ system, you could explain that it is similar to a neighborhood community​ center, only online. This is an example of using​ __________________ to make a logical appeal.

Answer 13

analogy

Question 14

“Avoid mistaken assumptions of cause and effect” is a guideline to…

Answer 14

avoid faulty logic

Question 15

The bulk of your business messages will involve​ ______________.

Answer 15

persuasive requests for action

Question 16

A persuasive​ ________ involves trying to change your​ audience’s feelings or beliefs on a​ subject, without asking them for action at this point.

Answer 16

presentation of ideas

Question 17

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.

Answer 17

claim

Question 18

​________ messages guide possible customers through the purchasing​ process, but​ don’t ask them to make an instant decision.

Answer 18

marketing

Question 19

​_________ messages encourage potential buyers to make an immediate purchase decision.

Answer 19

sales

Question 20

The most attractive features of a product are referred to as​ ____________.

Answer 20

selling points

Question 21

The term used to describe what the user experiences or gains from the product is referred to as the product​ _____________.

Answer 21

benefits

Question 22

The first step in preparing successful marketing and sales messages is​ ____________________.

Answer 22

analyzing audience needs

Question 23

Steven is using the AIDA model for writing a conventional marketing and sales message. The final step in this process is​ ____________________.

Answer 23

motivating action

Question 24

Fabio is using the AIDA model for writing a conventional marketing and sales message. The first step in this process is​ ____________________.

Answer 24

getting the​ reader’s attention