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Exam 10: Persuasive and Sales Messages

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Question 21

Multiple Choice

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Leila is writing a persuasive message to her staff and includes the opening sentence Your hard work and dedication are what make this company a success.She is gaining her reader's attention by using what type of opening statement?

A) A description of the problem
B) A compliment
C) A reader benefit
D) A stimulating question

E) A) and B)
F) A) and C)

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Question 22

Multiple Choice

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When promoting products and writing sales letters, which of the following is legal?

A) Including a "puffery" statement such as We offer the best service in the industry!
B) Using a celebrity's name or likeness in a sales message without his or her permission
C) Telling people they are sweepstakes winners or finalists when they really aren't
D) All of these choices are illegal.

E) None of the above
F) All of the above

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Question 23

True/False

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To get a complimentary breakfast buffet each morning of your stay, please complete your booking by April 30 effectively motivates action in the closing of a sales letter.

To improve the ____________________ of a persuasive message, avoid sounding preachy or parental; don't pull rank; avoid making threats; soften your words; and try to sound enthusiastic, positive, and likable.

An effective closing for a persuasive claim adjustment letter is I hope that you will take care of my request at your earliest convenience.

The most important information in a news release should be

Which of the following is an effective way for persuasive writers and speakers to establish credibility with an audience?

Suggestions made by subordinates to managers usually require

To establish ____________________, show your reader that you are telling the truth, are experienced, and know what you are talking about.

Ethan has a microwave oven that stopped working properly within the warranty period.He plans to write a claim letter to the company.Because he feels his request to have his microwave oven repaired at no cost is justified and will be granted, he should use

E-mail marketing is less expensive than direct-mail marketing.

____________________ appeals related to reason and intellect are often translated into making money and increasing efficiency.

An effective technique in persuasive claim letters is to prove how your reader caused the problem.

Press releases that focus only on advertising a company's products are highly sought after by the media.

The statement A Kodak all-in-one printer may cost a little more, but you'll pay far less for replacement ink than you will with other printers

An effective opener for a press release might be WB Lending Corporation supports the community by sponsoring Dunwoody Elementary School's Read-to-Learn Program.

When employees are asked to perform in a capacity outside their work roles or to accept changes that are not in their best interests, the ____________________ pattern is most effective.

Which of the following situations requires an indirect strategy?

Traditional ____________________-mail marketing involves the sale of goods and services through letters, catalogs, brochures, envelope stuffers, and other messages delivered by land mail.

Christopher, the head of his company's accounting department, is writing a persuasive message to encourage his staff to cut operating costs.What should he do to generate cooperation and buy-in?