Chapter 9: Writing Persuasive Mesages Flashcards

1
Q

The attempt to change an​ audience’s attitudes, beliefs or actions is referred to as

A

persuasion

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2
Q

The​ age, gender,​ occupation, income,​ education, and other quantifiable characteristics of the people​ you’re trying to persuade are referred to as​

A

demographics

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3
Q

The combination of forces that drive people to satisfy their needs is referred to as

A

motivation

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4
Q

Most persuasive messages use the​ _______________ approach.

A

indirect

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5
Q

If you are a highly regarded technical expert with years of​ experience, you might use the​ _____________ approach in a persuasive message to top executives.

A

direct

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6
Q

If you​ aren’t well known and therefore need to rely more on the strength of your message than the power of your​ reputation, the​ _________ approach will probably be more successful.

A

indirect

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7
Q

Displaying your willingness to keep your​ audience’s best interests at heart is a technique for?

A

composing a successful persuasive message

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8
Q

The AIDA model is very well suited to the​ ___________ approach.

A

indirect

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9
Q

​A(n) ______________ appeal draws on feelings or audience sympathies.

A

emotional

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10
Q

While marketing and sales messages tend to focus on emotional​ appeals, most persuasive business messages rely more on​ ______________.

A

logic

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11
Q

To persuade your boss to hire additional customer support​ staff, you might point to industry surveys that show how crucial customer satisfaction is to corporate profits. This is an example of​ _________________ reasoning.

A

deductive

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12
Q

To convince your boss to change a certain production​ process, you could point out that every company that has adopted it has increased profits. This is an example of​ _____________ reasoning.

A

inductive

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13
Q

To convince management to add chat room capability to the company’s groupware​ system, you could explain that it is similar to a neighborhood community​ center, only online. This is an example of using​ __________________ to make a logical appeal.

A

analogy

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14
Q

“Avoid mistaken assumptions of cause and effect” is a guideline to…

A

avoid faulty logic

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15
Q

The bulk of your business messages will involve​ ______________.

A

persuasive requests for action

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16
Q

A persuasive​ ________ involves trying to change your​ audience’s feelings or beliefs on a​ subject, without asking them for action at this point.

A

presentation of ideas

17
Q

In order to be​ effective, a persuasive​ ________ should include a thorough and detailed review of the​ facts, and be written in a positive and confident tone that indicates you deserve to be satisfied with every transaction.

A

claim

18
Q

​________ messages guide possible customers through the purchasing​ process, but​ don’t ask them to make an instant decision.

A

marketing

19
Q

​_________ messages encourage potential buyers to make an immediate purchase decision.

A

sales

20
Q

The most attractive features of a product are referred to as​ ____________.

A

selling points

21
Q

The term used to describe what the user experiences or gains from the product is referred to as the product​ _____________.

A

benefits

22
Q

The first step in preparing successful marketing and sales messages is​ ____________________.

A

analyzing audience needs

23
Q

Steven is using the AIDA model for writing a conventional marketing and sales message. The final step in this process is​ ____________________.

A

motivating action

24
Q

Fabio is using the AIDA model for writing a conventional marketing and sales message. The first step in this process is​ ____________________.

A

getting the​ reader’s attention