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Exam 8: Delivering Persuasive Messages

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Question 21

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The central selling point in a sales message:

A) appears only in the middle of the sales message.
B) is always the price of the product.
C) appears throughout the message as a common thread.
D) is always a point of difference between products.

E) C) and D)
F) B) and C)

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Question 22

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Describe the objectives that the final paragraph of a sales message must achieve.

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​The objectives are:
Make the action cle...

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Question 23

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What are the techniques that can be used to overcome people's natural resistance to price

Ken is preparing a persuasive message for business owners in his community. Before he writes his message, he should try to understand what characteristics these owners have in common, such as their goals and educational status.

Which of the following is the suggested four-step sequence for an inductive outline?

_____ is the ability of a sender to influence others to accept his or her point of view.

Retail Store Online Survey​As marketing director for a large chain retail clothing store for young people, it is your job to collect data on the buying habits of 18- to 24-year-old customers. You want each of your customers to complete an online survey within five days after the date of their purchase. This information provides the current information you need for product development, marketing, and customer service.​Required: Write a persuasive message asking buyers to complete the online survey.​

A new product to reduce cholesterol is on the market with a price that is higher than that of the competitors' products. Where should writers introduce price in their sales message?

Characterize the different types of claims and their advantages and disadvantages.

Companies should not welcome claims as a majority of them are from unethical individuals.

Which of the following is true of offering guarantees and free trials in persuasive messages?

Clean Air Committee Requests Carpooling​As the new chairperson for your company's Clean Air committee, one of your responsibilities is to encourage employees to form car pools. In the past, employees have resisted forming car pools for a number of reasons, including the lack of an organized program, the complexity of flextime schedules, and the extra time needed to pick people up. Your company has agreed to provide privileged parking spaces to car pool participants but will not provide any monetary incentives.​Required: Write a persuasive memo or email to all employees encouraging them to form carpools. You may add any terms of persuasion necessary to influence them to participate.​

An effective persuasive appeal should include a central selling point that is woven throughout the entire message.

When a deductive approach is used in a persuasive situation, chances of getting cooperation are maximum.

AIDA refers to the four basic steps of the persuasive process, including announcing the intention, inferring the central appeal, dealing with objections, and asking the reader to take action.

A salesperson you supervise is having trouble providing evidence for statements in a persuasive email message that invites customers to try out a new anti-spam software program. What advice would you give her?

Santosh, a manager at a computer service center, has drafted a sales letter to area businesses in which he has emphasized his central selling point- immediate, personal service-in each paragraph. To make the message effective, he should edit his message to include the idea of his central selling point in only one paragraph.

Discuss the principles to be followed while preparing persuasive messages.

It is helpful to write very long paragraphs in persuasive messages to achieve the writer's persuasive purpose.

As indicated by Maslow's need hierarchy, some people respond favorably to sales promotions that target their sense of belonging, their ability to be remembered, and their need to be appreciated. The needs that are being targeted are _____.