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QUESTION 1

In general, the best persuasive messages ________ the audience's potential resistance.

avoid mentioning

 downplay

anticipate and address

dismiss

lampoon

QUESTION 2

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

safety and security.

acceptance.

status and esteem.

self-actualization.

power and control.

QUESTION 3

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

capture attention.

explain the relevance of your message to your audience.

increase the audience's desire to take the action recommended in the message.

get the reader to act immediately.

coax the audience into thinking what you're about to say is insignificant.

QUESTION 4

Using the AIDA approach with online social media

is no different than using the AIDA plan in traditional media.

relies on a "We talk, you listen" model.

requires a conversational, interactive way of operating.

allows for carefully controlled conversations and interactions.

depends on an all-or-nothing, hard-sell approach.

QUESTION 5

One way to overcome audience resistance to your message is to

use the hard-sell approach.

present all sides of the issue before making the case for your position.

emphasize your impeccable logic.

speak negatively about your competitors.

do all of the above.

QUESTION 6

The desire phase of a conventional marketing or sales message should

cut through "the clutter" to get your audience's attention.

build interest in the product or service that the message is promoting.

expand on your explanation of how what you're selling will benefit the audience.

include a persuasive and persistent call to action.

oversell the benefits of your product or service.

QUESTION 7

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

Stating your product's strongest benefit

Emphasizing how badly you need to make some sales

Explaining how your product offers a solution to a problem

Promising savings

Giving insider information

QUESTION 8

An ethical persuasive argument

is a contradiction in terms.

focuses on how the audience's actions will benefit the sender.

includes any evidence the sender can come up with, whether or not it's relevant.

influences audience members by providing information that gives them freedom to choose.

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

QUESTION 9

In persuasive messages, limiting your scope

is less important than in other types of messages.

reduces the likelihood that your audience will be convinced.

is critical if your audience is to understand and accept your position.

is unnecessary, since audiences expect these messages to be long.

can reduce the effectiveness of your argument.

QUESTION 10

Using simple language in persuasive messages

helps avoid suspicions of fantastic claims and emotional manipulation.

reduces your credibility, since jargon and complex terminology are impressive.

confuses the audience, since they expect you to show how much you know.

is harmful when addressing external audiences.

is fine as long as you overwhelm the audience with complicated charts and diagrams.

QUESTION 11

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

so insignificant that the two can be used interchangeably.

that a sales message asks potential buyers to make a purchase decision right away.

that sales messages are longer.

that marketing messages are more aggressive.

that marketing messages are more difficult to compose.

QUESTION 12

Regarding persuasive messages in social media, the AIDA approach is limited because it

cultivates long-term relationships.

focuses on one-time events.

lacks useful persuasive elements.

uses a multidirectional, conversational approach.

seeks input and feedback from customers.

QUESTION 13

When you're writing promotional messages for social media, use ________ to initiate and facilitate discussions in your networked community.

traditional promotions

bait-and-switch tactics

opt-in scenarios

stealth marketing

conversation marketing