8 Chapter Indirectness in Persuasive Messages
True/False Questions
1. The best organizational pattern for a persuasive message is to say what you want your
readers to do right away and then use the rest of the message to support your point.
Answer: False
Page: 201 Difficulty: Medium
Learning Objective: 2 AACSB Standard: 1
Rationale: In most situations requiring persuasion, an indirect approach is best,
because the writers goals will often run contrary to the readers current wishes.
2. Knowledge of your intended readers is especially important when you are trying to
persuade.
Answer: True Page: 201 Difficulty: Easy
Learning Objective: 1 AACSB Standard: 1
Rationale: To move your readers from an uninterested or antagonistic position to a
cooperative one, you need to know what will appeal to them.
3. As a rule, tangible benefits are more persuasive than intangible benefits.
Answer: False Page: 201 Difficulty: Hard
Learning Objective: 1 AACSB Standard: 1
Rationale: While it is tempting to think that readers will be swayed mostly by tangible
rewards, intangible ones can be as appealing, or more so, in certain circumstances.
4. As a rule, intrinsic benefits are more persuasive than extrinsic benefits.
Answer: True Page: 201-202 Difficulty: Medium
Learning Objective: 1 AACSB Standard: 1
Rationale: Because extrinsic benefits are added on and short-lived, they do not
persuade readers of the intrinsic value of a product or idea the way intrinsic benefits
do.
5. If you have clearly described the features of a product, you have probably done a good
job of selling it.
Answer: False Page: 202 Difficulty: Hard
Learning Objective: 1 AACSB Standard: 1
Rationale: It is better to turn product features into reader benefits, showing readers
how the features will help them.
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Chapter 8 Indirectness in Persuasive Messages
6. Your persuasive message is complete when you have developed persuasive points that
are likely to make your readers receptive to your product or idea.
Answer: False Page: 202-203 Difficulty: Hard
Learning Objective: 1 AACSB Standard: 1
Rationale: You also need to tell your readers exactly what you want them to do and to
make that action as easy as possible.
7. Requests that are likely to encounter resistance require a slow, deliberate approach.
Answer: True Page: 203 Difficulty: Easy
Learning Objective: 2 AACSB Standard: 3
Rationale: They need persuasion, and persuasion is slow.
8. The opening of a persuasive-request message appropriately avoids telling what the
objective is; instead, it sets up the strategy of the persuasion.
Answer: True Page: 203, 205 Difficulty: Easy
Learning Objective: 2 AACSB Standard: 1
Rationale: This approach is emphasized throughout the chapter.
9.
Because of the need for simplicity and speed, persuasive-request messages are best
written in the direct order.
Answer: False Page: 203-206 Difficulty: Medium
Learning Objective: 2 AACSB Standard: 1
Rationale: The indirect order is preferred for these messages.
10. A question form of beginning should be avoided in the persuasive-request message.
Answer: False Page: 205 Difficulty: Easy
Learning Objective: 2 AACSB Standard: 1
Rationale: This form can gain attention and get the readers thinking along the right
lines.
11. A form of indirectness that might be appropriate in a persuasive message is to open
with facts about a goal or problem that both you and the readers care about.
Answer: True Page: 204 Difficulty: Medium
Learning Objective: 2 AACSB Standard: 1
Rationale: As this page says, opening with the common ground technique (casting the
persuasive request as a problem-solution message) can be a successful strategy.
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Chapter 8 Indirectness in Persuasive Messages
12. Because you are writing to someone who has not invited your message, a primary goal
of the opening of a persuasive-request message is to gain the reader's attention.
Answer: True Page: 205 Difficulty: Medium
Learning Objective: 2 AACSB Standard: 3
Rationale: The need for attention exists in this situation. The message has not been
invited.
13. Because of the need for objectivity, you-viewpoint adaptation is of little value in
persuasive request messages.
Answer: False Page: 205 Difficulty: Medium
Learning Objective: 2 AACSB Standard: 1
Rationale: You-viewpoint is an important ingredient of persuasion. It helps people see
how they will benefit from doing as you ask.
14. When making the actual request in a persuasive-request message, it is good strategy to
use words that bring to the reader's mind reasons for refusing.
Answer: False Page: 206 Difficulty: Easy
Learning Objective: 2 AACSB Standard: 1
Rationale: This page expressly warns against addressing objections in the request part
of the message. The request should focus on what do to and the benefits of doing so.
15. Persuasive requests that are not complex or highly involved may end appropriately
with the request.
Answer: True Page: 206 Difficulty: Medium
Learning Objective: 2 AACSB Standard: 1
Rationale: See discussion of this approach on this page.10. Because most sales letters
are written by professionals, it is not important for ordinary business people to learn
how to write them.
16.
Because most sales letters are written by advertising professionals, it is not important
for business people to learn how to write them.
Answer: False Page: 210-211 Difficulty: Easy
Learning Objective: 4 AACSB Standard: 1
Rationale: Though it is true that most sales messages are professionally done,
business people still need to be able to advise sales professionals, and understanding
effective selling techniques can help with many business-related communications.
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Chapter 8 Indirectness in Persuasive Messages
17. In a sense, every type of business message can be considered a sales message.
Answer: True Page: 211 Difficulty: Hard
Learning Objective: 4 AACSB Standard: 1
Rationale: In every message situation, the writer is selling something--an idea, a line
of reasoning, the company, himself, herself.
18.
Direct-mail sales literature is usually welcomed by readers because they want to learn
about new products and special offers.
Answer: False Page: 211 Difficulty: Medium
Learning Objective: 3 AACSB Standard: 2
Rationale: Many people regard direct-mail sales literature as junk mail.
19.
Sales messages are especially susceptible to the use of unethical tactics.
Answer: True Page: 211 Difficulty: Medium
Learning Objective: 3 AACSB Standard: 2
Rationale: Because the writers of sales messages are biased toward a certain goal,
they sometimes use such unethical tactics as deception or manipulative appeals to the
emotions.
20.
Because sales writers have so many persuasive techniques at their disposal, it is not
necessary for them to gather extensive information about their readers.
Answer: False Page: 201, 212 Difficulty: Easy
Learning Objective: 4 AACSB Standard: 3
Rationale: Reader information is especially important for sales messageswhich is
why companies spend so much money on learning about their target customers.
21. A logical first step in sales writing is to study the product or service you are selling
and your prospects.
Answer: True Page: 212 Difficulty: Easy
Learning Objective: 4 AACSB Standard: 3
Rationale: Effective selling depends upon knowing both your product or service and
your readers as well as possible.
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Chapter 8 Indirectness in Persuasive Messages
22.
Because you want do not want to distract readers from your central message, you
should avoid including additional supporting pieces with your print or email sales
message.
Answer: False Page: 213-214, 221-222 Difficulty: Easy
Learning Objective: 4 AACSB Standard: 1
Rationale: Sales messages, especially those prepared by professionals, often include
creative supporting pieces to strengthen the persuasion of the main message.
23. If a brochure is included with a sales letter, the writer should shift the major part of the
selling effort to the brochure.
Answer: False Page: 221-222 Difficulty: Hard
Learning Objective: 4 AACSB Standard: 1
Rationale: The letter should still carry the major sales message.
24. The writing in sales messages often differs from that of ordinary business writing.
Answer: True Page: 218 Difficulty: Easy
Learning Objective: 5 AACSB Standard: 1
Rationale: Sales writing is often more conversational, fast moving, and aggressive
than typical business writing, and it often employs unusual stylistic and formatting
devices.
25. Because they relate to the real world, appeals to taste, hearing, smelling, and seeing
are properly classified as logical appeals.
Answer: False Page: 212 Difficulty: Medium
Learning Objective: 1, 5 AACSB Standard: 3
Rationale: These are emotional appeals.
26. A persuasive sales effort based on saving money uses a logical appeal.
Answer: True Page: 212 Difficulty: Medium
Learning Objective: 1, 5 AACSB Standard: 3
Rationale: Such a sales approach appeals to reason, not the emotion.
27. Products such as perfume, travel, and style merchandise are best sold to consumers
through emotional appeal.
Answer: True Page: 212 Difficulty: Medium
Learning Objective: 1, 5 AACSB Standard: 3
Rationale: These products appeal primarily to the emotionals.
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Chapter 8 Indirectness in Persuasive Messages
28. A product sold to the ultimate user through emotional appeal might well be sold to
retailers through rational appeal.
Answer: True Page: 213 Difficulty: Medium
Learning Objective: 1, 5 AACSB Standard: 3
Rationale: Consumers and retailers often have different interests in the product. While
certain products will appeal to consumers largely on an emotional basis, retailers are
typically more interested in products primarily as profit items.
29.
The same product may be sold through logical appeals to one buyer and through
emotional appeals to another.
Answer: True Page: 213 Difficulty: Medium
Learning Objective: 1, 5 AACSB Standard: 3
Rationale: The use to which the buyer will put the product often determines the appeal
for a product, and it can range from one extreme to the other.
30. In any given case, there is one best sales appeal to use for a product, regardless of the
audience.
Answer: False Page: 213 Difficulty: Easy
Learning Objective: 5 AACSB Standard: 3
Rationale: There are many in every case. Which ones you choose depend on what you
are selling and to whom.
31. An acceptable technique in sales messages is to eliminate the inside address.
Answer: True Page: 214 Difficulty: Medium
Learning Objective: 5 AACSB Standard: 1
Rationale: This technique, exemplified on this page, is quite commonly used.
32. A successful sales message for industrial equipment would be likely to stress
emotional appeals.
Answer: False Page: 212-213 Difficulty: Medium
Learning Objective: 1, 5 AACSB Standard: 3
Rationale: Users of such products are typically concerned with rational matters-economy, performance, reliability, etc.
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Chapter 8 Indirectness in Persuasive Messages
33. A sales strategy that seeks to appeal to the reader's rational thought processes is likely
to be based on factual material.
Answer: True Page: 216 Difficulty: Medium
Learning Objective: 1, 5 AACSB Standard: 3
Rationale: Rational appeals are based on factual material.
34. An effective attention-gaining technique for a sales message opening is to use a
question or statement introducing a need that the product will satisfy.
Answer: True Page: 215 Difficulty: Medium
Learning Objective: 5 AACSB Standard: 1
Rationale: This plan gains attention and sets up the sales strategy.
35. As gaining attention is a requisite for a successful sales message, any device that gains
attention in the opening is desirable.
Answer: False Page: 215 Difficulty: Easy
Learning Objective: 5 AACSB Standard: 1
Rationale: Only if the attention aids in the sales strategy is it of value.
36. Sales writers over the years have developed one basic plan (or formula) that one must
follow in writing sales messages.
Answer: False Page: 223-224 Difficulty: Medium
Learning Objective: 5 AACSB Standard: 1
Rationale: No such plan exists. There is a classic pattern, but it is far from a formula.
Creativity and imagination may lead a writer to choose a different plan.
37. Although not all sales messages follow it, a conventional order for their organization
exists.
Answer: True Page: 223-224 Difficulty: Medium
Learning Objective: 5 AACSB Standard: 1
Rationale: While it is not a formula, there is indeed a general patternAIDAthat
sales messages tend to follow.
38. Because they tend to be harsh, action sentences in sales messages should avoid urging
immediate action.
Answer: False Page: 222-223 Difficulty: Medium
Learning Objective: 5 AACSB Standard: 1
Rationale: Such statements add strength to the appeal for action.
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39. A postscript (P.S.) is acceptable in a sales message.
Answer: True Page: 223 Difficulty: Medium
Learning Objective: 5 AACSB Standard: 1
Rationale: As sales messages often are written in informal style, they may use
postscripts.
40. Because the closing words of a sales message should stress action, no reference to the
central appeal of the message is appropriate at this point.
Answer: False Page: 223 Difficulty: Hard
Learning Objective: 5 AACSB Standard: 1
Rationale: Ending with a reminder of the appeal can be an effective technique.
41. An urge for immediate action is out of place in today's sales message.
Answer: False Page: 223 Difficulty: Medium
Learning Objective: 5 AACSB Standard: 1
Rationale: Such techniques are widely and successfully used.
Multiple Choice Questions
42. Scenario painting is a persuasive technique that
A) helps readers consider the pros and cons of a product or idea
B) helps readers see how theyll benefit from a product or idea
C) describes all the features technical of a product.
D) should only be used for external messages.
Answer: B Page: 202 Difficulty: Medium
Learning Objective: 1, 5 AACSB Standard: 1
Rationale: With this technique, the reader is placed in a hypothetical scenario in which he or
she is enjoying the products benefits (not learning about all its technical details or any of its
drawbacks). This technique can be valuable in both internal and external persuasive
messages.
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Chapter 8 Indirectness in Persuasive Messages
43. The three kinds of persuasive appeals identified by Aristotle are all of the following
except
A) appeals based on logic
B) appeals based on emotion
C) appeals based upon the readers culture
D) appeals based upon the speakers or writers character
Answer: C Page: 202 Difficulty: Medium
Learning Objective: 1 AACSB Standard: 3
Rationale: While the readers culture can definitely influence the choice of persuasive
strategy, this is not the basis for one of Aristotles three classic appeals.
44. To develop the best plan for a persuasive request,
A) consider your own goals for the message.
B) consider your intended readers needs and interests.
C) just use what has worked in other situations.
D) A and B.
Answer: D Page: 203-204 Difficulty: Medium
Learning Objective: 2 AACSB Standard: 3
Rationale: While successful messages from other situations may help, every persuasive
message should take into account the writers particular goals for the current situation and the
specific readers likely needs and interests.
45. Mark the best sentence beginning of the actual request in a persuasive-request message.
A) Please [achieve a worthy goal] by [performing a certain action]. . . .
B) I know it is presumptuous of me to ask, but will you please . . . .
C) I should appreciate it if you would . . . .
D) It would be genuinely appreciated if you would . . . .
E) It is with extreme humility that I ask you to . . . .
Answer: A Page: 206 Difficulty: Medium
Learning Objective: 2 AACSB Standard: 1
Rationale: Only this one begins a clear request without negative implication.
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Chapter 8 Indirectness in Persuasive Messages
46. Which of these beginnings is best for a persuasive request for cooperation in answering a
questionnaire? The message is directed to college professors, and the questionnaire
concerns academic freedom.
A) Will you please give me a few minutes of your time?
B) What is the status of academic freedom in colleges today?
C) Attached is a questionnaire on academic freedom.
D) Please fill out the attached questionnaire on academic freedom.
E) The attached questionnaire on academic freedom will take only a few minutes of
your time.
Answer: B Page: 205 Difficulty: Medium
Learning Objective: 2 AACSB Standard: 1
Rationale: Only this one gains interest and sets up the persuasion strategy. The others are
direct and dull.
47. Mark the best of these five opening sentences for a message persuasively requesting
medical doctors to answer a questionnaire on the future of their profession.
A) Will you please give me your opinion on some questions of vital interest to the
medical profession?
B) There are a number of questions I should like for you to answer.
C) What in your opinion as a medical doctor is the future of the private practice of
medicine?
D) The enclosed questionnaire will take only a few moments of your time to answer.
E) Won't you please give us a few moments of your time and jot down the answers to
the enclosed questions?
Answer: C Page: 205 Difficulty: Medium
Learning Objective: 2 AACSB Standard: 1
Rationale: Only this opening sets up a persuasive approach. The others are direct.
48. You would be using character-based appeal in a fund-raising letter for a non-profit
organization if you
A) emphasized the successful track record of the organization
B) emphasized the competence and dedication of the organizations leaders
C) recruited an appropriate celebrity to endorse the work of the organization
D) All of the above.
E) C only.
Answer: D Pages: 202, 212-213 Difficulty: Medium
Learning Objective: 1, 5 AACSB Standard: 3
Rationale: All three are ways to use character appeal. The first two present an attractive
character for the organization (competent and dedicated). The third strategy uses the
appealing character of a recruited celebrity to persuade.
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Chapter 8 Indirectness in Persuasive Messages
49. Mark the best of these five sentences making the request in a persuasive-request message.
A) I know that you are very busy and that it will require much time, but will you do
the young people of your town a favor and speak to them on April 12?
B) Will you please make your contribution to the young people by addressing them
on April 12?
C) It would be greatly appreciated if you would address the young people on April 12.
D) Perhaps it is presumptuous to ask, but will you please address the young folks on
April 12?
E) You wouldn't want to address the young people on April 12, would you?
Answer: B Page: 206 Difficulty: Hard
Learning Objective: 2 AACSB Standard: 1
Rationale: Only this one is a direct question and is in words that do not detract from the
request.
50. A form of email sales message that is gaining in respectability and acceptance is called
A) spam
B) permission email
C) broadcast spam
D) selective spam
E) super spam
Answer: B Page: 211 Difficulty: Medium
Learning Objective: 3 AACSB Standard: 2
Rationale: Permission marketing or opt-in email marketing is the name of this form of
email selling.
51. Selling to a dealer
A) typically uses a logical approach.
B) typically uses an emotional approach.
C) does not use you-viewpoint as much as selling to a final user.
D) means emphasizing final-user benefits.
E) depends on offering a free gift or discount price.
Answer: A Page: 213 Difficulty: Medium
Learning Objective: 5 AACSB Standard: 3
Rationale: Dealers are concerned with buying to make profits--a rational appeal.
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Chapter 8 Indirectness in Persuasive Messages
52. The product most likely to be sold to consumers through rational appeals would be
A) diamond rings.
B) teen fashions.
C) candy.
D) automobile tires.
E) exotic cuisine.
Answer: D Page: 212-213 Difficulty: Easy
Learning Objective: 1, 5 AACSB Standard: 3
Rationale: Only tires are products not clearly related to the logical mind.
53. The product whose sales messages would probably need to rely most heavily on
emotional appeal would be
A) oil paintings sold at cut-rate prices.
B) wrenches.
C) flowers.
D) industrial machinery.
E) vitamin pills.
Answer: C Page: 212-213 Difficulty: Easy
Learning Objective: 1, 5 AACSB Standard: 3
Rationale: While all these products could be described in ways that generate an appeal
to the emotions, C is most likely to require an emotional appeal for effective selling.
54. A sales writer might make use of character-based appeal by
A) Using cool or cutting-edge technological effects in the message.
B) Asserting that the company is committed to environment-friendly products.
C) Including attractive photos of one or more company executives.
D) All of the above.
E) C only.
Answer: D Page: 202, 216, 218 Difficulty: Hard
Learning Objective: 1, 5 AACSB Standard: 3
Rationale: Depending on the situation, any of the three practices could help generate an
attractive image for a certain company or organization.
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Chapter 8 Indirectness in Persuasive Messages
55. Mark the best of five ways to describe the advertising behind a hair-care product in a
sales message from the products wholesaler to a salon owner who is considering
carrying the product.
A) Interpret the advertising in terms of the likely sales generated.
B) Send clippings of the ad.
C) Give a detailed, itemized statement of the advertising strategy.
D) Refer to the advertising strategy in a subordinate structure.
E) Emphasize the advertising strategy by placing it at the beginning of the message.
Answer: A Page: 212-213 Difficulty: Hard
Learning Objective: 5 AACSB Standard: 3
Rationale: Such information would be likely to be most effective if it addressed the
reader's likely main question: how the planned advertising for the product will
generate sales.
56. Which of the following relate the most to emotional appeal?
A) what the product will do.
B) exactly what is included in the service.
C) saving energy costs.
D) being more attractive to the opposite sex.
E) all of the above.
Answer: D Page: 212-213 Difficulty: Easy
Learning Objective: 1, 5 AACSB Standard: 3
Rationale: Only this one appeals to the emotions.
57. The most important of these goals for the opening of a sales message is
A) to set up the sales strategy.
B) to emphasize the central appeal.
C) to condition the reader.
D) to gain favorable attention.
E) to ask for the sale.
Answer: D Page: 214-215 Difficulty: Medium
Learning Objective: 5 AACSB Standard: 1
Rationale: Although other goals may be important, gaining attention is the
fundamental requirements of the opening. Unless the opening gains attention, the
message is not likely to be read.
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58. All of the following are recommended strategies for getting readers to read your email
sales message except
A) Using free in your subject line.
B) Making clear who is sending the message.
C) Addressing the reader by name.
D) Focusing the subject line on a benefit tailored to your readers.
Answer: A Page: 215 Difficulty: Medium
Learning Objective: 5 AACSB Standard: 1
Rationale: People will delete email that looks like spam, and some spam blockers will even
filter out messages containing the word free and other gimmicks.
59. The sentence that best meets requirements for good sales writing is
A) We make Kapers in three weights--light, medium, heavy.
B) Kapers come in three weights--light, medium, heavy.
C) Light, medium, and heavy are the weights of Kapers.
D) You may choose Kapers in three weights--light, medium, heavy.
E) We make Kapers in your choice of weight--light, medium, heavy.
Answer: D Page: 218 Difficulty: Hard
Learning Objective: 5 AACSB Standard: 1
Rationale: All are predominately written from the product or writer viewpoint except
one, which emphasizes the you-viewpoint. It is true that E has some you-viewpoint,
but its main emphasis is on we.
60. Mark the sentence with the best language for a sales message to a retailer.
A) Your customers will read about AJ's time-saving features in the coming issues of
Life.
B) Next month and for the following three months, A.J.'s will be advertised in Life.
C) Look in next week's Life and see for yourself what we are doing to promote A.J.
D) Our full-page ad in Life will tell you more about A.J. products.
E) You will be interested to know that A.J. is being promoted through a full-page
Life advertisement.
Answer: A Page: 212-213, 218 Difficulty: Hard
Learning Objective: 5 AACSB Standard: 3
Rationale: Only one sentence has adapted the sales effort to what the retailer is most
likely to care about: the effect on his/her customers.
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Chapter 8 Indirectness in Persuasive Messages
61. Mark the best way to call the reader's attention to a brochure in a sales message.
A) Use an "Enc." at the bottom of the page.
B) Direct the reader's attention to its contents by previewing its key points.
C) Let the brochure's presence speak for itself.
D) Clip it to the message.
E) Mention it in the main clause in the close.
Answer: B Page: 221-222 Difficulty: Medium
Learning Objective: 5 AACSB Standard: 1
Rationale: By inviting the reader to look at the brochure and by telling what can be
found there, the writer coordinates the message and the brochure.
62. The best of these action sentences from a sales message is
A) It would be greatly appreciated if you will place your order today.
B) Fill out and mail the enclosed card today--and discover the joys of desert living.
C) A self-addressed order card is enclosed for your ordering convenience.
D) We urge you to fill out the enclosed order card.
E) The enclosed card will bring you the joys of desert living.
Answer: B Page: 222-223 Difficulty: Medium
Learning Objective: 5 AACSB Standard: 1
Rationale: All except one are suggestions rather than requests for action.
63. The best of five action sentences for a message selling a magazine to professionals is
A) Just check and mail the enclosed cared today--and you'll see how right Fortune is
for you.
B) The attached card should be mailed right away if you want Fortune.
C) Do it today--right now; before you forget!
D) If I have described the magazine you need, you have only to fill out the enclosed
card.
E) It would be most sincerely appreciated if you would sign and post the enclosed
card.
Answer: A Page: 222-223 Difficulty: Hard
Learning Objective: 5 AACSB Standard: 1
Rationale: The words in choice A take the reader through the motions, they are
forceful, and they relate a benefit to the action. None of the others do all of this.
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64. The close in a sales message
A) needs to be off-subject.
B) needs to urge action.
C) thanks the reader for taking the time to read the message.
D) asks the reader to read the enclosure(s).
E) all of the above.
Answer: B Page: 222-223 Difficulty: Medium
Learning Objective: 5 AACSB Standard: 1
Rationale: The logical close of sales messages is action.
65. The drive for action in the close of a sales message
A) should take the reader through the steps of what he or she must do.
B) should only hint at the desired action.
C) should never be followed by a postscript.
D) must not use hard-sell tactics by urging immediacy.
E) is unnecessary if the rest of the message is well written.
Answer: A Page: 222-223 Difficulty: Medium
Learning Objective: 5 AACSB Standard: 1
Rationale: The action words should take the reader through the desired steps.
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