CHAPTER 10 - Chapter 10 Persuasive and Sales Messages 1....

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Chapter 10 Persuasive and Sales Messages 1. Anthony was just hired as a sales rep for a large software company. He knows his new job will require him to be persuasive. Which of the following is not good advice for Anthony as he begins his new job? a. When he thinks that his customer will be inclined to agree with his request, he can start directly with the main idea. b. The outcome of his selling efforts will depend largely on the reasonableness of his re- quests, his credibility, and the ability to make his requests attractive to his customers. c. When his customer is likely to resist, he should reveal the purpose right away to save everyone time. d. He should hook his requests to benefits for the customer. REF: p. 209 2. To write an effective persuasive message, one must first determine a. the price of the product or service being sold. b. the purpose of the message. c. whether to organize the message directly or indirectly. d. the needs of the audience. REF: p. 209 3. You are writing a sales letter for a new compact car and have decided to focus the letter on how much drivers will save on gas costs. This can best be accomplished by a. using a direct organizational strategy. b. gaining your reader’s attention. c. gathering statistics about fuel economy. d. adapting the message to the audience. REF: p. 210 4. Showing customers how your product or service specifically fulfills their needs for money, power, status, or security is accomplished by a. adapting the message to the audience. b. organizing your message. c. collecting information for your message. d. analyzing the purpose of the message. REF: p. 210 5. Sales letters follow which organizational pattern? a. Motivate action, gain attention, build interest, request order b. Gain attention, build interest, reduce resistance, motivate action c. Build interest, gain attention, motivate action, reduce resistance d. Gain attention, build interest, motivate action, request order REF: p. 212 6. Our customers report a 10 percent increase in sales after adding Wheeler bicycles to their product line
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a. builds interest with a product description. b. gains attention in a persuasive message. c. describes a problem in a persuasive message. d. presents an indirect benefit in a persuasive message. REF: p. 212 7. In a letter requesting donations, the Animal Relief Fund stresses that donors will feel the satisfaction of knowing that they have kept another dog from being sent to the pound. This persuasive technique re- lies on a. indirect benefits to reader. b. direct benefits to reader. c. expert opinions. d. rational appeals. REF: p. 212 8. The statement How would you like to save 20 percent on your home heating costs this winter? a.
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This note was uploaded on 01/22/2012 for the course COMM 212 taught by Professor Connelly during the Spring '10 term at Concordia Canada.

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CHAPTER 10 - Chapter 10 Persuasive and Sales Messages 1....

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