Question 1

Which of the following statements about integrated marketing is true?

Accepted Answer

A)   It cannot be used with mailings.
B)   Every sales email should include at least one link.
C)   It is a seldom used method for coordinating selling.
D)   Only marketing professionals need to be aware of integrated marketing communications efforts.
E)   Integrated marketing can be used only to link emails with websites. B

Question 2

Unsolicited proposals should resemble a sales message.

Accepted Answer

A) True 
 B)False  True

Question 3

One of the goals of the opening of a persuasive request is to gain attention.

Accepted Answer

A) True 
 B)False  True

Question 4

In the common-ground persuasion technique,you first present a problem that you and the readers share and then show how doing as you propose will solve the problem for all concerned.

Accepted Answer

A) True 
 B)False

Question 5

Which of the following statements about postscripts in sales messages is true?

Accepted Answer

A)   They should not be used because they look like an afterthought.
B)   They may be used to suggest the reader pass along the sales message.
C)   They should function as the main source of persuading a customer.
D)   They duplicate and reiterate all the contents of the main letter.
E)   They enable a reader to reply to the main sales letter.

Question 6

Over the years,sales writers have developed a formula that one must follow to write sales messages.

Accepted Answer

A) True 
 B)False

Question 7

The best organizational pattern for a persuasive message is to say what you want your readers to do right away and then use the rest of the message to support your point.

Accepted Answer

A) True 
 B)False

Question 8

Messages for goods and services that offer intangible benefits primarily use ______ appeals.

Accepted Answer

A)   emotional
B)   logical
C)   practical
D)   ethical
E)   feature-based

Question 9

Rebecca is the office manager for a medium-sized production company.She writes to her boss asking if one of the office assistants can complete the weekly sales report on Monday mornings.She begins her persuasive argument by pointing out that her other responsibilities mean the report is several hours late every week,which delays her boss from sending his own report to the company executives.This is an example of the

Accepted Answer

A)   common-ground persuasion technique.
B)   demographic persuasion technique.
C)   technique of scenario painting.
D)   character appeal technique.
E)   integrated marketing communication strategy.

Question 10

Consider the following statement: "Our newest television model comes with OLED technology in addition to all the functionality of high-end televisions in the current market." This statement primarily focuses on

Accepted Answer

A)   scenario painting.
B)   the common-ground persuasion technique.
C)   character-based appeals.
D)   reader benefits.
E)   product features.

Question 11

What is scenario painting? Compose a message for a product or service of your choice by using this technique.

Accepted Answer

The answer of What is scenario painting? Compose a message...

Question 12

The subject line of a sales message should typically contain sensational words.

Accepted Answer

A) True 
 B)False

Question 13

Which of the following qualifies as a proposal?

Accepted Answer

A)   a company's written defense of an environmental problem
B)   a company's written list of tasks for an upcoming project
C)   an analysis of the potential market for a product
D)   an office manager's request to purchase new computers
E)   an urban planner's report on the current conditions of the city's sewage system

Question 14

Which of the following statements is true of solicited and unsolicited proposals?

Accepted Answer

A)   Solicited proposals should be objective,not persuasive.
B)   Unsolicited proposals should be objective,not persuasive.
C)   Unsolicited proposals use the direct method of organizing content.
D)   Solicited proposals use the indirect method of organizing content.
E)   Unsolicited proposals are written and submitted without any invitation.

Question 15

Presenting information on matters such as the qualifications of personnel,success in similar cases,the adequacy of equipment and facilities,operating procedures,and environmental consciousness is necessary to

Accepted Answer

A)   make the proposal the required length.
B)   establish an organization's ability to perform.
C)   present a clear cost analysis for the proposal.
D)   detail the benefits of a proposal for a given scenario.
E)   create a clear description of the proposal's intention.

Question 16

Which of the following is true about the use of postscripts in sales messages?

Accepted Answer

A)   It is illegal to add postscripts in sales messages.
B)   The use of postscripts in sales messages de-emphasizes its major appeal.
C)   A sales message can use a postscript as a part of its design.
D)   They are no longer effective.
E)   Postscripts should be avoided in sales messages as they divert attention from other enclosures in the message.

Question 17

Measurable rewards,such as saving time or money or acquiring a desired object,are also called _____ rewards.

Accepted Answer

A)   spiritual
B)   emotional
C)   tangible
D)   abstract
E)   unquantifiable

Question 18

You should not open a persuasive request with a question.

Accepted Answer

A) True 
 B)False

Question 19

Which of the following best illustrates a proposal?

Accepted Answer

A)   a company's written defense for the use of hazardous material
B)   an email to the employees in a company detailing the changes in company policy
C)   a routine letter to a supplier acknowledging the receipt of raw materials
D)   a report containing an employee's quarterly performance review
E)   a supplier's presentation to encourage a company to do business with him

Question 20

A form of email sales message that is gaining respectability and acceptance is called _____ because it requires customers to sign up for email promotions on a company's website.

Accepted Answer

A)   spam
B)   instant messaging
C)   broadcast email
D)   selective spam
E)   permission-based email

Exam 10: Writing Persuasive Messages and Proposals

Which of the following statements about integrated marketing is true?

Unsolicited proposals should resemble a sales message.

One of the goals of the opening of a persuasive request is to gain attention.

In the common-ground persuasion technique,you first present a problem that you and the readers share and then show how doing as you propose will solve the problem for all concerned.

Which of the following statements about postscripts in sales messages is true?

Over the years,sales writers have developed a formula that one must follow to write sales messages.

The best organizational pattern for a persuasive message is to say what you want your readers to do right away and then use the rest of the message to support your point.

Messages for goods and services that offer intangible benefits primarily use ______ appeals.

Consider the following statement: "Our newest television model comes with OLED technology in addition to all the functionality of high-end televisions in the current market." This statement primarily focuses on

What is scenario painting? Compose a message for a product or service of your choice by using this technique.

The subject line of a sales message should typically contain sensational words.

Which of the following qualifies as a proposal?

Which of the following statements is true of solicited and unsolicited proposals?

Presenting information on matters such as the qualifications of personnel,success in similar cases,the adequacy of equipment and facilities,operating procedures,and environmental consciousness is necessary to

Which of the following is true about the use of postscripts in sales messages?

Measurable rewards,such as saving time or money or acquiring a desired object,are also called _____ rewards.

You should not open a persuasive request with a question.

Which of the following best illustrates a proposal?

A form of email sales message that is gaining respectability and acceptance is called _____ because it requires customers to sign up for email promotions on a company's website.