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Exam 8: Persuasive and Sales Messages

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Question 21

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The most personal and powerful form of advertising today is

A) e-mail sales messages.
B) product promotion Web pages.
C) mall and shopping center surveys and sample booths.
D) traditional hard-copy sales letters.

E) B) and C)
F) A) and B)

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Question 22

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What does the abbreviation RSS stand for?

A) Rotational Sales Service
B) Really Simple Syndication
C) Random Service Sequence
D) Regional Statistical Strategy

E) A) and C)
F) C) and D)

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Question 23

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Intuit provides customers with content-rich audio and video files featuring information about the company's products and service. What marketing tool is Intuit using?

An effective technique when writing a persuasive claim letter is to suggest that the reader intentionally created the problem.

You should place the request for action in the _____________ of a persuasive request.

Blogs and wikis can generate goodwill and are thus good public relations tools.

You will receive a free one-year subscription to Netflix when you purchase any Sony flat-panel television is an example of a rational appeal.

Which of the following most effectively illustrates reader benefits and elicits desire?

The body of a persuasive request should reduce resistance, which means

You should build interest in your product or service in the __________ of a sales message.

As the president of the local Chamber of Commerce, you need a guest speaker for the annual community services banquet. You cannot provide a fee to the speaker, but you can guarantee an enthusiastic audience and a positive impact on the community. You are focusing on

Persuasive ____________ letters, also called complaint letters, are used to complain about damaged products, mistaken billing, inaccurate shipments, warranty problems, return policies, insurance snafus, faulty merchandise, and other problems.

When you are writing a persuasive claim letter about a problem and you're worried that your reader might be reluctant to grant your request, you should use

Your primary goal in writing a sales or marketing message is to

Directives moving downward from superiors to subordinates usually follow the indirect pattern.

In the body of a persuasive request, you should build interest, explain logically and concisely the purpose of the request, prove its merit, and reduce ________________.

Sarah is writing a memo to her manager asking to change an established procedure and has asked for your advice. The best advice that you can give Sarah is to tell Sarah that

Business ________________ are content-rich audio or video files featuring company representatives, business experts, or products and services.

The most important goal of the closing of a sales letter is stimulating the reader to act.

_____________ is necessary when resistance is anticipated or when ideas require preparation before they can be presented effectively.