BUSINESS COMMUNICATIONS

CHAPTER 11 REVIEW

True/False

1. Persuasion can be defined as asking somebody to do something.
2. Even though people may have different needs, they will respond to a given message in much the same way.
3. To devise an effective persuasive message, you need to analyze audience members and then appeal to their needs.
4. To assess individual needs, specific information such as demographics and psychographics can be helpful.
5. Because persuasion is the same across all cultures, you don't need to pay special attention to an audience's cultural expectations and practices when formulating your message.
6. One of the best ways to gain credibility for your message is to support it with objective evidence.
7. Abstract concepts such as freedom, prestige, or success can be used to enhance the emotional content of persuasive messages.
8. The term AIDA refers to a computer program used to compose persuasive messages.
9. In the attention phase of a persuasive letter, you tell the audience what is in the message for them.
10. The interest section of a persuasive letter provides details on how the message is related to the audience.
11. The purpose of the desire section of a persuasive letter is to convince readers that they really need to take the action that the message urges.
12. All persuasive messages end with a section that urges specific action.
13. When making a persuasive request, you can offer no benefits to the reader and thus must appeal to his or her altruistic tendencies.
14. When soliciting funds or help from someone, it is acceptable to use flattery, especially if it is sincere.
15. When requesting help from someone, make the appeal as general as possible, such as "Please do everything you can to help."

Multiple Choice

1. You run the risk of serious legal problems if, in a sales letter, you
   • make a false statement.
   • use a testimonial from an "expert" who isn't really one.
   • use a person's name or photo without obtaining permission from him or her.
   • do any of the above.
2. Which of the following would be considered a selling point of a car phone?
   • status
   • safety
   • portability
   • none of the above
3. As you consider the benefits of your product, in your sales letter you will ultimately want to
   • pick out three or four to call attention to.
   • single out one benefit that will become the hallmark of your campaign.
   • mention as many benefits as possible.
   • choose one direct benefit and one indirect benefit.
4. Which of the following is not one of the tried-and-true attention-getting devices used in sales letters?
   • offering a free sample of the product
   • insulting the reader
   • posing a provocative question
   • suggesting a solution to a problem
5. Asking "What does the competition offer?" "What is special about my product?" and "What are potential buyers really looking for?" helps you determine
   • which tried-and-true attention-getter to use.
   • your product's central selling point.
   • the price for your product.
   • which type of mailing list to use.
6. If the audience for your sales letter promoting a new security system is made up of affluent suburbanites, the consumer benefit you would most want to emphasize in your letter is
   • the reliability of the system when protecting the consumer's property.
   • the low cost.
   • the utilitarian appearance of the device.
   • easy, do-it-yourself installation.
7. Which of the following would be the best wording in a sales letter?
   • "The NuForm desk chair is so comfortable that you won't want to go home from work."
   • "The NuForm desk chair is designed to give your lower back the ultimate in support and to relieve pressure on your legs as well."
   • "The NuForm desk chair supports your lower back and relieves pressure on your legs."
   • "The incredibly handsome NuForm desk chair is functional as well as impressive; it provides a great deal of lower back support."
8. If price is one of your strong selling points, you
   • mention special offers, such as volume discounts, before actually stating the price.
   • compare the price to the cost of some other product or activity ("this exercise equipment costs less than a health club membership").
   • break the total price into smaller units ("just six easy payments of $19.95 each will bring you this lovely collector's item").
   • emphasize it in the opening of the sales letter.
9. In a sales letter, product claims are
   • supported primarily by testimonials from satisfied customers.
   • supported primarily by statistics from scientific studies of the product.
   • supported primarily by background information on the company selling the product.
   • supported by as much information as possible, of many different types.
10. A deadly mistake in writing fundraising letters is to assume that
    • the goals of your organization are more important than your readers' concerns.
    • these kinds of letters depend heavily on emotional appeals.
    • people will respond well to slice-of-life stories.
    • none of the above.
11. The best fundraising letters accomplish several things, including
    • spelling out exactly what kind of help is being requested.
    • avoiding simple or warm language.
    • de-emphasizing the urgency of the request so that readers do not feel harassed.
    • stressing the benefits the organization hopes to realize, thanks to the reader's help.
12. Conscientious customers who have not paid their bills are likely to be
    • away on vacation.
    • embarrassed bout past-due accounts.
    • very responsive to a one-time aggressive request for prompt payment.
    • none of the above.
13. When preparing collection letters, you emphasize
    the benefits of complying with your request for payment.
    • your power to force the customer to comply.
    • that the person's friends and relatives will be asked to help pay the debt if payment is not forthcoming.
    • all of the above.
14. The typical collection series begins with
    • an inquiry.
    • a reminder.
    • a notification.
    • an urgent notice.
15. If a customer has not responded to your notification of a payment due, the next step is to send
    • an urgent notice.
    • a reminder.
    • an inquiry.
    • an ultimatum.
16. In an ultimatum to a debtor,
    • you can drop the kid gloves and become abusive.
    • you threaten a lawsuit, even if you don't intend to sue.
    • you encourage the debtor to explain why it is taking him or her so long to respond to your collection letters.
    • you state the exact consequences of nonpayment.

Last Update: 3/07/01
Web Author: Angie Chittick
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