L9: Persuasive Communications

Which of the following statements would be an effective ending for a persuasive message?

• Please return the enclosed coupon by June 15 for your free oil and filter change.

• Please respond as soon as possible.

• Wouldn’t you like to save some money?

• Please be sure to tell all your friends about this exciting offer.

When writing a persuasive message, you can facilitate a more welcome reception from your readers by doing all of the following, except

• using polite and positive language.

• being sensitive to organization cultures.

• quickly getting to the point of the message.

• taking steps to establish your credibility.

Credibility is very important in persuasive messages. Which of the following is a technique used to establish credibility?

• Use complex language.

• Avoid sharing your sources.

• Support your message with facts.

• Be subjective.

Most persuasive messages combine ________ and ________.

• truth, falsehood

• current, very old evidence

• logical, emotional factors

• old, false factors

Which of the following groups would you not send a persuasive business letter to?

• government agencies

• clients

• community leaders

• vendors

AIDA stands for

• appeal, indirect, direct, action.

• anticipate inquiry in doing adjustments.

• assume, insist, describe, act.

• attention, interest, desire, action.

The secret to a successful action phase in the AIDA format is

• getting readers to change their minds.

• increasing the audience’s awareness of your product or service.

• convincing readers that the action you propose is easy.

• creating a win-lose situation, with you as the winner.

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

• stating the strongest belief of the product you are selling

• emphasizing how horrible your company’s customer service department is

• explaining how the product you are selling offers many solutions to a common problem

• promising coupons so the customer can save on the cost of the product

In a marketing or sales letter, product claims are supported

• primarily by testimonials from satisfied customers.

• primarily by statistics from scientific studies of the product.

• primarily by background information on the company selling the product.

• by as many types and as much information as possible.

An effective marketing letter using the AIDA Model has which of the following characteristics?

• (1 pts) builds desire by emphasizing how inexpensive the solution is

• (0 pts) makes it difficult for the reader to respond to the letter

• (0 pts) looks plain and is written in a serious tone

• (0 pts) highlights the negatives of a product