bcpp6e tb ch09

Chapter 9—Persuasive and Marketing Messages

DIFFICULTY (DIF) TYPE OTHER CODES5 = Most difficult Ap: Application question ANS: Answer3 = Average difficulty Con: Conceptual question REF: Page Reference1 = Least difficult Def: Definition OBJ: Chapter Objective

NOT: Note (feedback/explanations)AAC: AACSB Competencies

MULTIPLE CHOICE

1. Amelia was just hired as a sales rep for a large medical supply company. She knows her new job will require her to be persuasive. Which of the following is a persuasion technique that Amelia should use on her new job?a. Make her requests realistic, doable, and attainable.b. Engender trust in her readers and listeners,c. Use solid information, statistics, and examples to support her view.d. Amelia should do all of the above.

ANS: D DIF: 5 REF: pp. 235-236 OBJ: 9-1 TYPE: ApTOP: Understanding Persuasion and How to Use It Effectively and EthicallyNOT A-D:Amelia should use all of these persuasive techniques: make reasonable requests, establish credibility, and tie facts to benefits.AAC: Tier 1—Communication; Tier 2—Patterns AudienceAAC: Tier 1—Reflective Thinking; Tier 2—Receiver reactions, Consequences, Conclusion

2. What is the most accurate statement about persuasion?a. Having the ability to persuade is important only at top-level positions.b. Much of your success in business depends on how skilled you are at persuading people.c. Persuasion usually involves coercion.d. If you lack credentials or experience, it’s almost impossible to be persuasive.

ANS: B DIF: 3 REF: pp. 234-235 OBJ: 9-1 TYPE: ConTOP: Understanding Persuasion and How to Use It Effectively and EthicallyNOT:a. For all businesspeople, persuasion is a critical skill.b. Much of your success in business depends on how skilled you are at persuading people to

believe, accept, and act on what you are saying.c. Using coercion to persuade is a negative tactic that is ineffective and unethical.d. If you lack credentials or experience, use testimonials, expert opinions, and research to

support your position.AAC: Tier 1—Reflective Thinking; Tier 2—Conclusion

3. Jason, the CEO of a small company, is writing a persuasive memo to his employees to encourage them to cut operating costs. What should he do to generate cooperation and buy-in?a. Not worry about it too much. After all, he’s the boss, so they’ll have to cooperate.b. Threaten employees with concrete examples of what will happen if they don’t cooperate.c. Remind employees that he is the one in charge.d. Write the memo with an enthusiastic tone.

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ANS: D DIF: 5 REF: p. 237 OBJ: 9-1 TYPE: ApTOP: Understanding Persuasion and How to Use It Effectively and EthicallyNOT:a. Today’s employees no longer accept unquestioned authority.b. Jason should avoid making threats. People may comply when threatened, but their

compliance may disappear over time.c. Jason should not pull rank. Effective persuasion doesn’t result from status or authority.d. Jason should sound enthusiastic in his memo to employees. When you enthusiastically

request something to be done, people feel more confident that they can do it.AAC: Tier 1—Communication; Tier 2—Patterns AudienceAAC: Tier 1—Reflective Thinking; Tier 2—Receiver reactions, Consequences, Conclusion

4. Cassidy is planning to write a sales letter. The first thing she should do isa. decide on the purpose of her message.b. prepare an outline.c. compose a rough draft of the letter.d. gather information to use in the letter.

ANS: A DIF: 5 REF: p. 237 OBJ: 9-2 TYPE: ApTOP: Applying the 3-x-3 Writing Process to Persuasive MessagesNOT A-D:The first thing Cassidy should do is decide on the purpose of her message.AAC: Tier 1—Communication; Tier 2—PurposeAAC: Tier 1—Reflective Thinking; Tier 2—Conclusion

5. You are writing a sales letter for a new hybrid car and have decided to focus the letter on how a person driving the car will be helping the environment. This can best be accomplished bya. using a direct organizational strategy.b. trying to make people who drive nonhybrid vehicles look bad.c. gathering statistics about global warming.d. adapting the message to the audience.

ANS: D DIF: 5 REF: p. 238 OBJ: 9-2 TYPE: ApTOP: Applying the 3-x-3 Writing Process to Persuasive MessagesNOT A-D:Focusing on the ways a person will help the environment by purchasing one of your hybrid vehicles adapts the message to a specific need the customer may have.AAC: Tier 1—Communication; Tier 2—AudienceAAC: Tier 1—Reflective Thinking; Tier 2—Receiver reactions, Conclusion

6. Showing customers how your product or service specifically solves a problem, achieves a personal or work objective, or makes life easier is accomplished bya. adapting the message to the audience.b. organizing your message.c. collecting information for your message.d. analyzing the purpose of the message.

ANS: A DIF: 3 REF: p. 238 OBJ: 9-2 TYPE: ConTOP: Applying the 3-x-3 Writing Process to Persuasive MessagesNOT A-D:By adapting your message to your customers, you’ll be able to show how your product or service fulfills their needs.

CHAPTER 9 Persuasive and Marketing Messages250

AAC: Tier 1—Communication; Tier 2—AudienceAAC: Tier 1—Reflective Thinking; Tier 2—Receiver reactions, Conclusion

7. Wayne has analyzed his purpose and his audience and has considered how he will adapt his message to meet his audience’s needs. What should he do next according to the 3-x-3 writing process?a. Collect data and organize it.b. Start writing his final draft.c. Edit what he’s done so far.d. Sleep on it.

ANS: A DIF: 5 REF: p. 238 OBJ: 9-2 TYPE: ApTOP: Applying the 3-x-3 Writing Process to Persuasive MessagesNOT A-D:Once Wayne has analyzed his purpose and audience and has considered how he will adapt his message to meet his audience’s needs, he is ready to collect data and organize it.AAC: Tier 1—Communication; Tier 2—Purpose, AudienceAAC: Tier 1—Reflective Thinking; Tier 2—Conclusion

8. Effective persuaders may choose from different organizational strategies to get the results they want. Which of the following is the most accurate statement about organizational patterns?a. Suggest new ideas, directives, or recommendations for change immediately to

show how strongly you believe in them.b. If you are asking for something that you know will be approved, use the indirect

organizational strategy.c. When you expect resistance or when you need to educate the receiver, use the indirect

organizational pattern.d. All of the above are effective strategies.

ANS: C DIF: 3 REF: p. 238 OBJ: 9-2 TYPE: ConTOP: Applying the 3-x-3 Writing Process to Persuasive MessagesNOT:a. Don’t offer new ideas, directives, or recommendations for change until your audience is

prepared for them. Receivers will respond better to the indirect organizational strategy.b. If you are asking for something that you know will be approved, little persuasion is required.

Thus, you would make a direct request.c. When you expect resistance or when you need to educate the receiver, the indirect pattern

often works better.d. When you expect resistance or when you need to educate the receiver, the indirect pattern

often works better.AAC: Tier 1—Communication; Tier 2—Patterns, Audience, Rhetorical considerationsAAC: Tier 1—Reflective Thinking; Tier 2—Receiver reactions, Conclusion

9. Shaun plans to submit a proposal to his boss, but he’s afraid his boss will oppose his ideas. What should he do first in his proposal?a. Reduce resistanceb. Gain attentionc. Motivate actiond. Build interest

ANS: B DIF: 5 REF: p. 239 OBJ: 9-3 TYPE: ApTOP: Blending Four Major Elements in Successful Persuasive MessagesNOT A-D:Because Shaun thinks his boss will oppose his ideas, he should use the indirect strategy and begin


his proposal by gaining his boss’s attention.AAC: Tier 1—Communication; Tier 2—Patterns, Audience, Rhetorical considerationsAAC: Tier 1—Reflective Thinking; Tier 2—Receive reactions, Conclusion

10. Sales letters usually follow which organizational pattern?a. Motivate action, gain attention, build interest, request orderb. Gain attention, build interest, reduce resistance, motivate actionc. Build interest, gain attention, motivate action, reduce resistanced. Gain attention, build interest, motivate action, request order

ANS: B DIF: 3 REF: p. 239 OBJ: 9-3 TYPE: ConTOP: Blending Four Major Elements in Successful Persuasive MessagesNOT A-D:Sales letters usually follow a four-part indirect pattern: gain attention, build interest, reduce resistance, motivate action.AAC: Tier 1—Communication; Tier 2—Patterns, AudienceAAC: Tier 1—Reflective Thinking; Tier 2—Receiver reactions. Conclusion

11. The statement How would you like to save 20 percent on your home heating costs this winter?a. builds interest with a product description.b. motivates action by telling readers how to save money.c. gains attention by asking a question that focuses on reader benefits.d. presents an indirect benefit.

ANS: C DIF: 5 REF: p. 239 OBJ: 9-3 TYPE: ApTOP: Blending Four Major Elements in Successful Persuasive MessagesNOT A-D:“How would you like to save 20 percent on your home heating costs this winter?” gains attention by asking a question that focuses on reader benefits.AAC: Tier 1—Communication; Tier 2—Patterns, Audience, Rhetorical considerationsAAC: Tier 1—Reflective Thinking; Tier 2—Analysis, Conclusion

12. Morgan is writing a persuasive message to her boss and includes the opening sentence Your staff values your leadership style and commitment to our company’s success. She is gaining her reader’s attention by using what type of opening statement?a. A description of the problemb. A complimentc. A reader benefitd. A stimulating question

ANS: B DIF: 5 REF: p. 239 OBJ: 9-3 TYPE: ApTOP: Blending Four Major Elements in Successful Persuasive MessagesNOT A-D:“Your staff values your leadership style and commitment to our company’s success” gains attention by paying the reader a compliment.AAC: Tier 1—Communication; Tier 2—Patterns, Audience, Rhetorical considerationsAAC: Tier 1—Reflective Thinking; Tier 2—Analysis, Conclusion

13. In a letter advertising its recycling services, Blue Spruce Recycling stresses that donors will feel the satisfaction of knowing that they have helped to preserve the environment. This persuasive technique relies ona. direct benefits to the reader.b. expert opinion.


c. facts and statistics.d. indirect benefits to the reader.

ANS: D DIF: 5 REF: p. 239 OBJ: 9-3 TYPE: ApTOP: Blending Four Major Elements in Successful Persuasive RequestsNOT A-D:Many companies use this persuasive technique that focuses on indirect benefits that make the reader feel good about helping a worthy cause or doing something good for society or the environment.AAC: Tier 1—Communication; Tier 2—Patterns, Audience, Rhetorical considerationsAAC: Tier 1—Reflective Thinking; Tier 2—Analysis, Conclusion

14. In a letter advertising its GMAT preparation classes, Sylvania Learning Center includes this sentence: More than 90 percent of those taking our preparation class pass the GMAT the first time. This persuasive technique relies ona. indirect benefits to the reader.b. expert opinion.c. facts and statistics.d. problem description.

ANS: C DIF: 5 REF: p. 239 OBJ: 9-3 TYPE: ApTOP: Blending Four Major Elements in Successful Persuasive RequestsNOT A-D:Many companies use this persuasive technique that focuses on facts and statistics to build interest and to convince the reader that the request is reasonable.AAC: Tier 1—Communication; Tier 2—Patterns, Audience, Rhetorical considerationsAAC: Tier 1—Reflective Thinking; Tier 2—Analysis, Conclusion

15. The statement A Hewlett-Packard printing system may cost a little more, but it will produce documents of a higher quality than the other printers we are consideringa. builds interest in a product.b. gains attention by describing a problem.c. reduces resistance.d. motivates action.

ANS: C DIF: 5 REF: p. 240 OBJ: 9-3 TYPE: ApTOP: Blending Four Major Elements in Successful Persuasive RequestsNOT A-D:“A Hewlett-Packard printing system may cost a little more, but it will produce documents of a higher quality than the other printers we are considering” effectively overcomes resistance to the printer’s high price.AAC: Tier 1—Communication; Tier 2—Patterns, Audience, Rhetorical considerationsAAC: Tier 1—Reflective Thinking; Tier 2—Analysis, Conclusion

16. Which of the following is an effective way for persuasive writers and speakers to establish credibility with an audience?a. Establish your expertise.b. Offer counterarguments.c. Request a response from the receiver.d. Suggest new ideas, directives, or recommendations for change that will be of interest to the

audience.

ANS: A DIF: 3 REF: p. 240 OBJ: 9-3 TYPE: Con


TOP: Blending Four Major Elements in Successful Persuasive RequestsNOT A-D:Establishing your expertise helps overcome a receiver’s resistance to a persuasive message.AAC: Tier 1—Communication; Tier 2—Patterns, Audience, Rhetorical considerationsAAC: Tier 1—Reflective Thinking; Tier 2—Analysis, Receiver reactions, Conclusion

17. Which of the following sentences best motivates action in a persuasive message?a. We know that you’ll want to use our global consulting services, so we’ll be by Friday to

finalize the contract.b. If you think that our global consulting services might benefit you, we hope you’ll consider

hiring us.c. The training we provide will help your sales team communicate effectively on its trip

to Peru. Please call me by June 1 so that your training sessions can begin by June 15.d. All of the above would effectively motivate action.

ANS: C DIF: 5 REF: p. 240 OBJ: 9-3 TYPE: ApTOP: Blending Four Major Elements in Successful Persuasive RequestsNOT:a. This sentence is too pushy.b. This sentence is too timid.c. These two sentences would effectively motivate action.d. “The training we provide will help your sales team communicate effectively on its trip to

Peru” and “Please call me by June 1 so that your training sessions can begin by June 15” are the only sentences that would effectively motivate action.

AAC: Tier 1—Communication; Tier 2—Patterns, Audience, Rhetorical considerationsAAC: Tier 1—Reflective Thinking; Tier 2—Analysis, Receiver reactions, Conclusion

18. To start your home water delivery service immediately, call us at 1-800-555-1111 is an example ofa. reducing resistance.b. motivating action.c. gaining attention.d. building interest.

ANS: B DIF: 5 REF: p. 240 OBJ: 9-3 TYPE: ApTOP: Blending Four Major Components in Successful Persuasive RequestsNOT A-D:“To start your home water delivery service immediately, call us at 1-800-555-1111” is an example of motivating action.AAC: Tier 1—Communication; Tier 2—Patterns, Audience, Rhetorical considerationsAAC: Tier 1—Reflective Thinking; Tier 2—Analysis, Receiver reactions, Conclusion

19. In which of the following situations is the writer being unethical?a. Peter convinces his subordinates that they will need to take a 2 percent pay cut but truthfully

promises them that it will only be temporary.b. Terry writes a memo focusing on a small perk offered in the new health coverage, but he

deliberately de-emphasizes a reduction in total coverage.c. Shannon interviews four people but cites only the three who have the necessary

qualifications in her report.d. Instead of writing a standard e-mail message, a CEO releases a video that explains major

changes in the company.


ANS: B DIF: 5 REF: p. 241 OBJ: 9-3 TYPE: ApTOP: Blending Four Major Components in Successful Persuasive RequestsNOT:a. Peter is being truthful and straightforward in telling his subordinates that they will need to

take a two percent pay cut.b. Terry is being deceitful by deliberately deemphasizing a reduction in total coverage.c. Shannon is not required to cite all of the individuals she has interviewed.d. The CEO is demonstrating ethical behavior because he or she knows a video will convey

major changes to employees better than a standard e-mail message.AAC: Tier 1—Communication; Tier 2—Patterns, Audience, Rhetorical considerationsAAC: Tier 1—Reflective Thinking; Tier 2—Analysis, ConclusionAAC: Tier 1—Ethics; Tier 2—Ethics and morals

20. The statement Not wearing your seat belt is dangerous to drivers and passengers because it is unsafe is an example ofa. circular reasoning.b. logical reasoning.c. begging the question.d. post hoc (after, thus, because).

ANS: A DIF: 5 REF: p. 241 OBJ: 9-3 TYPE: ApTOP: Blending Four Major Components in Successful Persuasive RequestsNOT A-D:“Not wearing your seat belt is dangerous to drivers and passengers because it is unsafe” is an example of circular reasoning.AAC: Tier 1—Communication; Tier 2—Patterns, Audience AAC: Tier 1—Reflective Thinking; Tier 2—Analysis, ConclusionAAC: Tier 1—Ethics; Tier 2—Ethics and morals

21. Using the statement Our dishonest accountant should be fired without supplying solid evidence is an example ofa. circular reasoning.b. logical reasoning.c. begging the question.d. post hoc (after, thus, because).

ANS: C DIF: 5 REF: p. 241 OBJ: 9-3 TYPE: ApTOP: Blending Four Major Components in Successful Persuasive RequestsNOT A-D:Using a statement such as “Our dishonest accountant should be fired” without supplying solid evidence is an example of begging the question.AAC: Tier 1—Communication; Tier 2—Patterns, Audience AAC: Tier 1—Reflective Thinking; Tier 2—Analysis, ConclusionAAC: Tier 1—Ethics; Tier 2—Ethics and morals

22. Using the statement The company added a wellness program, and four managers were promoted immediately afterward is most likely an example ofa. circular reasoning.b. logical reasoning.c. begging the question.d. post hoc (after, thus, because).


ANS: D DIF: 5 REF: p. 241 OBJ: 9-3 TYPE: ApTOP: Blending Four Major Components in Successful Persuasive requestsNOT A-D:Using a statement such as “The company added a wellness program, and four managers were promoted immediately afterward” is an example of post hoc (“after,” “thus,” “because”). Although the two events may have happened in immediate sequence, the first did not necessarily cause the second.AAC: Tier 1—Communication; Tier 2—Patterns, Audience AAC: Tier 1—Reflective Thinking; Tier 2—Analysis, ConclusionAAC: Tier 1—Ethics; Tier 2—Ethics and morals

23. A strong force that encourages ethical behavior in business is the desire toa. convince someone to change a belief or to perform an action.b. make more money.c. maintain one’s reputation and credibility.d. prompt expensive litigation.

ANS: C DIF: 3 REF: p. 242 OBJ: 9-3 TYPE: ConTOP: Blending Four Major Components in Successful Persuasive RequestsNOT A-D:Maintaining one’s reputation and credibility is a strong motivator for demonstrating ethical behavior.AAC: Tier 1—Reflective Thinking; Tier 2—ConclusionAAC: Tier 1—Ethics; Tier 2—Personal, corporate, legal, ethical responsibilities

24. Which of the following situations requires an indirect strategy?a. An invitation to a local politician to speak at your professional organization’s awards

banquetb. An e-mail message asking for information about membership in a professional organizationc. A letter requesting a copy of your credit reportd. All of the above should use an indirect strategy.

ANS: A DIF: 5 REF: p. 242 OBJ: 9-4 TYPE: ApTOP: Writing Persuasive Messages Requesting Favors and ActionsNOT:a. An invitation to a local politician to speak at your professional organization’s awards banquet

is a persuasive message and would require an indirect strategy.b. A request for information about membership in a professional organization would follow a

direct strategy.c. A request for a copy of your credit report would follow a direct strategyd. An invitation to a local politician to speak at your professional organization’s awards banquet

is a persuasive message and would require an indirect strategy.AAC: Tier 1—Communication; Tier 2—Patterns, Audience AAC: Tier 1—Reflective Thinking; Tier 2—Analysis, Conclusion

25. In persuading a busy executive to visit a college class, which of the following illustrates a direct benefit to the reader?a. You will be helping students learn about the finance field.b. You will receive a $500 honorarium.c. We would appreciate your giving up your time, and we are grateful for your efforts.d. You would earn the respect of all your colleagues.


ANS: B DIF: 5 REF: p. 242 OBJ: 9-4 TYPE: ApTOP: Writing Persuasive Messages Requesting Favors and ActionsNOT:a. “You will be helping students learn about the finance field” stresses an indirect benefit to the

reader—giving back to the community.b. Receiving an honorarium is a direct benefit to the reader.c. “We would appreciate your giving up your time, and we are grateful for your efforts”

emphasizes an indirect benefit to the reader—unselfishly offering one’s time.d. “You would earn the respect of all your colleagues” points out an indirect benefit to the

reader—earning the respect of others.AAC: Tier 1—Communication; Tier 2—Patterns, Audience AAC: Tier 1—Reflective Thinking; Tier 2—Analysis, Conclusion

26. In persuading the owner of your company to allow you to telecommute, which of the following illustrates an indirect benefit to the reader?a. The time I save commuting would be spent working on company business.b. Because I’ll be working in my quiet home environment, my productivity will increase.c. Because I will not require an on-site office or company equipment, the company will

experience a reduction in expenses.d. My working from home will help to protect the environment.

ANS: D DIF: 5 REF: p. 242 OBJ: 9-4 TYPE: ApTOP: Writing Persuasive Messages Requesting Favors and ActionsNOT:a. “The time I save commuting would be spent working on company business” stresses a direct

benefit to the reader—more time spent on company business.b. “Because I’ll be working in my quiet home environment, my productivity will increase”

stresses a direct benefit to the reader—increased employee productivity.c. “Because I will not require an on-site office or company equipment, the company will

experience a reduction in expenses” stresses a direct benefit to the reader—cost savings.d. Doing something that will protect the environment is an example of an indirect benefit.AAC: Tier 1—Communication; Tier 2—Patterns, Audience AAC: Tier 1—Reflective Thinking; Tier 2—Analysis, Conclusion

27. Which of the following will most likely require persuasion?a. A supervisor asks her staff to work overtime to complete a project by the deadline.b. A team leader tells other team members how to upload information to the company Web site.c. An employee proposes an on-site child care facility to the company’s board of directors.d. The CEO invites all employees to a holiday party.

ANS: C DIF: 5 REF: pp. 245-246 OBJ: 9-5 TYPE: ApTOP: Writing Persuasive Messages Within OrganizationsNOT:a. Instructions or directives moving downward from superiors to subordinates usually require

little persuasion and should follow the direct pattern, with the purpose immediately stated.b. Instructions or directives moving downward from superiors to subordinates usually require

little persuasion and should follow the direct pattern, with the purpose immediately stated.c. Suggestions and proposals made by subordinates generally require persuasion. Convincing

management to adopt a costly benefit such as an on-site child care facility would require skillful communication.

d. An invitation to a holiday party would not require persuasion and should follow the direct pattern, with the purpose immediately stated.


AAC: Tier 1—Communication; Tier 2—Patterns, Audience AAC: Tier 1—Reflective Thinking; Tier 2—Analysis, Conclusion

28. Instructions or directives moving downward from superiors to subordinates usually requirea. considerable persuasion.b. little persuasion.c. logical fallacies.d. skillful appeals to indirect benefits.

ANS: B DIF: 3 REF: p. 245 OBJ: 9-5 TYPE: ConTOP: Writing Persuasive Messages Within OrganizationsNOT A-D:Instructions or directives moving downward from superiors to subordinates usually require little persuasion because employees expect to be directed in how to perform their jobs.AAC: Tier 1—Communication; Tier 2—Patterns, Audience AAC: Tier 1—Reflective Thinking; Tier 2—Analysis, Conclusion

29. Which of the following messages moving downward from superiors to subordinates will most likely require persuasion?a. Asking employees to follow a new procedure for submitting payroll datab. Telling employees to change their passwords every six weeksc. Suggesting that employees send holiday cards to their clientsd. Requesting that employees participate in a charity 5K run that takes place outside of work

hours

ANS: D DIF: 5 REF: p. 245 OBJ: 9-5 TYPE: ApTOP: Writing Persuasive Messages Within OrganizationsNOT:a. Information about new procedures moving downward from superiors to subordinates usually

require little persuasion and should follow the direct pattern, with the purpose immediately stated.

b. Instructions or directives moving downward from superiors to subordinates usually require little persuasion and should follow the direct pattern, with the purpose immediately stated.

c. Work-related suggestions moving downward from superiors to subordinates usually require little persuasion and should follow the direct pattern, with the purpose immediately stated.

d. Requests to participate in capacities outside their work roles would likely require persuasion.AAC: Tier 1—Communication; Tier 2—Patterns, Audience AAC: Tier 1—Reflective Thinking; Tier 2—Analysis, Conclusion

30. Suggestions made by subordinates to management usually requirea. little or no persuasion.b. bribery.c. considerable persuasion.d. little or no evidence, facts, or figures.

ANS: C DIF: 3 REF: p. 246 OBJ: 9-5 TYPE: ConTOP: Writing Persuasive Messages Within OrganizationsNOT A-D:Suggestions made by subordinates to management usually require considerable persuasion because managers are just as resistant to change as others.AAC: Tier 1—Communication; Tier 2—Patterns, Audience


AAC: Tier 1—Reflective Thinking; Tier 2—Analysis, Conclusion

31. Jacqueline wants to convince her supervisor to invest in new iPhones for the sales staff. What is the best thing Jacqueline can do in her proposal?a. Tell her supervisor that the cost of the new iPhones is a good deal.b. Tell her supervisor how happy she and the on the sales staff would be with new iPhones.c. Show how much better the sales staff will be able to stay in touch with clients and with the

office with new iPhones, resulting in greater productivity and higher sales.d. Outline some of the features the new iPhones have.

ANS: C DIF: 5 REF: pp. 245-246 OBJ: 9-5 TYPE: ApTOP: Writing Persuasive Messages Within OrganizationsNOT A-D:When selling an idea to a supervisor, strive to make a strong dollars-and-cents case. A request that emphasizes how the proposal increases productivity and sales or benefits the business is more persuasive than one that simply announces a good deal or tells how a plan works.AAC: Tier 1—Communication; Tier 2—Patterns, Audience AAC: Tier 1—Reflective Thinking; Tier 2—Analysis, Receiver reactions, Conclusion

32. Which of the following sentences convey the best tone for a persuasive request within an organization?a. You should start following the new procedure immediately.b. You must approve my travel expenses by Friday.c. Please see your supervisor to have all supply purchases preapproved.d. Management demands that all new employees attend an orientation session.

ANS: C DIF: 5 REF: pp. 245-246 OBJ: 9-5 TYPE: ApTOP: Writing Persuasive Messages Within OrganizationsNOT:a. The word “should” sometimes conveys a negative tone.b. The word “must” sometimes conveys a negative tone.c “Please see your supervisor to have all supply purchases preapproved” conveys a positive tone.d. The word “demand” conveys a negative toneAAC: Tier 1—Communication; Tier 2—Patterns, Audience AAC: Tier 1—Reflective Thinking; Tier 2—Analysis, Receiver reactions, Conclusion

33. Antonia is writing a proposal to the board of directors. What should she do to best persuade the members to adopt her idea?a. Avoid using facts and figures as it may bore or confuse her reader.b. Show how her proposal will save the company money.c. Avoid mentioning any risks involved because doing so might scare the audience.d. Antonia should do all of these.

ANS: B DIF: 3 REF: p. 246 OBJ: 9-5 TYPE: ConTOP: Writing Persuasive Messages Within OrganizationsNOT:a. Antonia should back up her request with facts, figures, and evidence.b. Antonia should show how her proposal will save money or benefit the company.c. Antonia should show that she has thought through the suggestion by describing the risks

involved as well as the potential benefits.d. Antonia should show how her proposal will save money or benefit the company.AAC: Tier 1—Communication; Tier 2—Patterns, Audience


AAC: Tier 1—Reflective Thinking; Tier 2—Analysis, Receiver reactions, Conclusion

34. Which message would be most effective when organized indirectly?a. An e-mail message informing employees about a change in the holiday scheduleb. An announcement about management training seminars being offered to employeesc. A memo asking employees to donate to a local charity through payroll deductionsd. An e-mail message telling employees that carpools are being organized

ANS: C DIF: 5 REF: pp. 245-246 OBJ: 9-5 TYPE: ApTOP: Writing Persuasive Messages Within OrganizationsNOT:a. An e-mail message informing employees about a change in the holiday schedule should use

the direct pattern.b. An announcement about management training seminars being offered to employees should

use the direct pattern.c. A memo asking employees to donate to a local charity through payroll deductions would be

most effective if organized indirectly.d. An e-mail message telling employees that carpools are being organized should use the direct

pattern.AAC: Tier 1—Communication; Tier 2—Patterns, Audience AAC: Tier 1—Reflective Thinking; Tier 2—Analysis, Receiver reactions, Conclusion

35. Jonathan has a wireless router that stopped working properly within the warranty period. He plans to write a claim letter to the company. Because he feels his request to have his router repaired at no cost is justified and will be granted, he should usea. the indirect strategy.b. the direct strategy.c. circular reasoning.d. both direct and indirect appeals.

ANS: B DIF: 5 REF: p. 248 OBJ: 9-6 TYPE: ApTOP: Writing Persuasive Claims and Complaint MessagesNOT A-D:When you are writing to complain about something and you feel that your request is justified and will be granted, you should use the direct strategy.AAC: Tier 1—Communication; Tier 2—Patterns, Audience AAC: Tier 1—Reflective Thinking; Tier 2—Analysis, Receiver reactions, Conclusion

36. When you are writing to complain about something and you’re worried that your reader might be reluctant to grant your claim, you should usea. the indirect strategy.b. the direct strategy.c. both direct and indirect appeals.d. circular reasoning.

ANS: A DIF: 3 REF: p. 248 OBJ: 9-6 TYPE: ConTOP: Writing Effective Persuasive Claims and Complaint MessagesNOT A-D:If a past request has been refused or ignored or if you anticipate reluctance, then the indirect pattern is appropriate.AAC: Tier 1—Communication; Tier 2—Patterns, Audience AAC: Tier 1—Reflective Thinking; Tier 2—Analysis, Receiver reactions, Conclusion


37. Which of the following situations would require a persuasive claim or complaint letter?a. Miranda noticed that the power cord for a laptop she purchased last month is starting to split

open.b. George ordered business cards that were printed on the wrong color of cardstock.c. Brooke’s transmission failed two months after her car warranty expired.d. Ben’s November credit card statement contains a $65 charge he didn’t make.

ANS: C DIF: 5 REF: p. 248 OBJ: 9-6 TYPE: ApTOP: Writing Effective Persuasive Claims and Complaint MessagesNOT:a. Because the laptop was purchased recently, Miranda has good reason to expect an

adjustment and should write a directly organized routine adjustment letter.b. The sender has good reason to expect an adjustment and should write a directly organized

routine adjustment letter.c. Because the warranty has expired and the dealer will probably be reluctant to take care of the

problem free of charge, an indirectly organized adjustment letter should be written.d. Ben has good reason to expect an adjustment and should write a directly organized routine

adjustment letter.AAC: Tier 1—Communication; Tier 2—Patterns, Audience AAC: Tier 1—Reflective Thinking; Tier 2—Analysis, Receiver reactions, Conclusion

38. Which of the following would be the best way to begin a persuasive claim or complaint letter?a. Open with a quick review of what the writer has done to resolve the problem.b. Open with a detailed chronology of what happened.c. Open with a statement that clearly shows your frustration with the situation.d. All of the above would be effective ways to begin a persuasive claim letter.

ANS: A DIF: 3 REF: p. 249 OBJ: 9-6 TYPE: ConTOP: Writing Effective Persuasive Claims and Complaint MessagesNOT:a. An effective way to begin a persuasive claim letter is to give a quick review of what the

writer has done to resolve the problem.b. A persuasive claim letter should not include a blow-by-blow chronology of details. Just hit

the highlights, and any details should be placed in the body of the letter.c. Persuasive claim letters should remain objective and professional and should not

communicate the writer’s frustration or anger.d. An effective way to begin a persuasive claim letter is to give a quick review of what the

writer has done to resolve the problem.AAC: Tier 1—Communication; Tier 2—Patterns, Audience AAC: Tier 1—Reflective Thinking; Tier 2—Analysis, Receiver reactions, Conclusion

39. Which of the following statements would be best for ending a persuasive claim or complaint letter?a. If my claim is not granted, I will contact the Better Business Bureau immediately.b. Please credit my account for $198 by March 30, which is when my next billing cycle begins.c. My attorney is eagerly waiting to see whether my claim is granted.d. Please get back to me at your earliest convenience.

ANS: B DIF: 5 REF: p. 249 OBJ: 9-6 TYPE: ApTOP: Writing Effective Persuasive Claims and Complaint MessagesNOT:a. Ending a persuasive claim letter with a threat would not be effective.b. An effective way to end a persuasive claim letter is to give a clear statement of what you


want done.c. Ending a persuasive claim with a veiled threat would not be effective.d. This ending is too vague. It is better to end with a clear statement of what you want done.AAC: Tier 1—Communication; Tier 2—Patterns, Audience AAC: Tier 1—Reflective Thinking; Tier 2—Analysis, Receiver reactions, Conclusion

40. In making a customer claim, you’re more likely to be successful if youa. appeal to the company’s sense of responsibility and pride in its good name.b. threaten to picket the company with signs that describe the complaint.c. mention the discussion you had with your attorney regarding this claim.d. provide a long, fact-filled account of all your dealings with the company concerning this

claim.

ANS: A DIF: 3 REF: p. 249 OBJ: 9-6 TYPE: ConTOP: Writing Effective Persuasive RequestsNOT:a. Threats and other negative tactics are usually less effective in persuasive adjustment letters

than appeals to the company’s sense of responsibility and pride in its good name.b. Threats and other negative tactics are usually less effective in persuasive adjustment letters

than appeals to the company’s sense of responsibility and pride in its good name.c. Threats and other negative tactics are usually less effective in persuasive adjustment letters

than appeals to the company’s sense of responsibility and pride in its good name.d. Explaining why your claim is legitimate by covering the highlights of what happened will be

more effective than a long, fact-filled account of what went wrong.AAC: Tier 1—Communication; Tier 2—Patterns, Audience AAC: Tier 1—Reflective Thinking; Tier 2—Analysis, Receiver reactions, Conclusion

41. Which of the following statements about direct mail marketing is most accurate?a. With the increasing popularity of e-marketing, direct mail marketing has become obsolete.b. Sales letters are generally written by specialists.c. Direct mail marketing is more invasive than telephone solicitations and more hated than

unsolicited e-mail.d. Because marketing is such a science, very few people ever have the opportunity to write

anything considered a sales letter.

ANS: B DIF: 3 REF: pp. 249-251 OBJ: 9-7 TYPE: ConTOP: Planning and Composing Effective Sales and Marketing MessagesNOT:a. Traditional sales letters are still a powerful means to make sales, generate leads, boost retail

traffic, solicit donations, and direct consumers to Web sites.b. Specialists generally write sales letters.c. Direct mail marketing is less invasive than telephone solicitations and less reviled than

unsolicited e-mail.d. In many ways, every letter we create is a form of sales letter. We sell our ideas, our

organizations, and ourselves.AAC: Tier 1—Communication; Tier 2—Patterns,AAC: Tier 1—Reflective Thinking; Tier 2—Conclusion

42. The most effective sales messages follow this pattern:a. Gain attention, build interest, reduce resistance, motivate action.b. Gain attention, motivate action, reduce resistance, build action.c. Gain attention, reduce resistance, build interest, motivate action.d. Build interest, gain attention, reduce resistance, motivate action.


ANS: A DIF: 3 REF: p. 251 OBJ: 9-7 TYPE: ConTOP: Planning and Composing Effective Sales and Marketing MessagesNOT A-D:The most effective sales messages follow this pattern: gain attention, build interest, reduce resistance, motivate action.AAC: Tier 1—Communication; Tier 2—PatternsAAC: Tier 1—Reflective Thinking; Tier 2—Conclusion

43. Brady is writing a sales letter to advertise the services provided by his day spa. In the letter he mentions rest, relaxation, and spoiling oneself for the day. Brady is using what type of appeal?a. Rational appealb. Emotional appealc. Dual appeald. Logical appealANS: B DIF: 5 REF: p. 252 OBJ: 9-7 TYPE: ApTOP: Planning and Composing Effective Sales and Marketing MessagesNOT A-D:Brady is using an emotional appeal, which relates to status, ego, and sensual feelings. Appealing to the emotions is sometimes effective when a product is inexpensive, short-lived, or nonessential.AAC: Tier 1—Communication; Tier 2—Patterns, Audience AAC: Tier 1—Reflective Thinking; Tier 2—Analysis, Conclusion

44. The most effective sales messages reduce resistance bya. mentioning the price right away to show you have nothing to hide.b. showing only the total price.c. including such things as testimonials and names of satisfied customers.d. doing all of the above.

ANS: C DIF: 3 REF: pp. 252-253 OBJ: 9-7 TYPE: ConTOP: Planning and Composing Effective Sales and Marketing MessagesNOT:a. Delay mentioning the price until after you’ve created a desire for the product.b. Show the price in small units, such as cost per day, to reduce resistance.c. Including testimonials and names of satisfied customers can help to reduce resistance.d. Including testimonials and names of satisfied customers can help to reduce resistance.AAC: Tier 1—Communication; Tier 2—Patterns, Audience AAC: Tier 1—Reflective Thinking; Tier 2—Conclusion

45. Sheree has ended a sales letter with the sentence Sign up by October 30 to get a 15 percent discount on your first year’s dues. What technique is she using to motivate action?a. Guaranteeing satisfactionb. Limiting the offerc. Setting a deadlined. Offering a gift

ANS: B DIF: 5 REF: pp. 254-255 OBJ: 9-7 TYPE: ApTOP: Planning and Composing Effective Sales and Marketing MessagesNOT A-D:Sheree is setting a deadline to motivate action.


AAC: Tier 1—Communication; Tier 2—Patterns,AAC: Tier 1—Reflective Thinking; Tier 2—Analysis, Conclusion

46. When promoting products and writing sales letters, which of the following is legal?a. Including a “puffery” statement such as We offer the best service in the industry!b. Using a celebrity’s name or likeness in a sales message without his or her permissionc. Telling people they are sweepstakes winners or finalists when they really aren’td. All of the above are illegal.

ANS: A DIF: 3 REF: p. 254 OBJ: 9-7 TYPE: ConTOP: Planning and Composing Effective Sales and Marketing MessagesNOT:a. It is legal to include puffery in sales messages because such promotional claims are not taken

seriously by reasonable consumers.b. The unauthorized use of a celebrity’s name, likeness, or nickname is not permitted in sales messagesc. You cannot tell people that they are winners or finalists in sweepstakes unless they actually are.d. It is legal to include puffery in sales messages because such promotional claims are not taken

seriously by reasonable consumers.AAC: Tier 1—Ethics; Tier 2—Personal, corporate, legal, ethical responsibilities AAC: Tier 1—Reflective Thinking; Tier 2—Conclusion

47. Mary Anne is writing a sales letter to a company in Japan, which is a high-context culture. What should she do to make sure she is persuasive with this audience?a. Use direct expressions, words, and phrases.b. Make direct comparisons with other similar products.c. Make sure the message she is delivering is completely clear.d. Emphasize we and our rather than I or the “you” view.

ANS: D DIF: 5 REF: p. 257 OBJ: 9-8 TYPE: ApTOP: Comparing Persuasion in High- and Low-Context CulturesNOT:a. Sales messages to people in high-context cultures should use indirect expressions and

softened words and phrases.b. Because of the respect for harmony and politeness in high-context cultures, direct comparisons in persuasive messages are considered in bad taste.c. Business messages in high-context cultures can be so subtle that the meaning is unclear.d. Emphasize a collectivist view (we and our) when communicating with high-context

cultures.AAC: Tier 1—Communication; Tier 2—Audience AAC: Tier 1—Reflective Thinking; Tier 2—Analysis, Receiver reactions, ConclusionAAC Tier 1—Diversity; Tier 2—Contexts

48. What is the best way to be persuasive with individuals from low-context cultures?a. Use a soft-sell approach.b. Rely on unspoken context and nonverbal cues to convey messages.c. Express requests directly.d. Avoid using superlatives such as lowest, highest, or best.


ANS: C DIF: 3 REF: p. 259 OBJ: 9-8 TYPE: ConTOP: Comparing Persuasion in High- and Low-Context CulturesNOT:a. Using a hard-sell approach works well with people from low-context cultures..b. People in low-context cultures use words precisely and expect them to be understood literally. They rely less on the unspoken context and nonverbal cues.c. Be direct when persuading people from low-context cultures.d. Use superlatives when persuading people from low-context cultures.AAC: Tier 1—Communication; Tier 2—Audience AAC: Tier 1—Reflective Thinking; Tier 2—Analysis, Receiver reactions, ConclusionAAC Tier 1—Diversity; Tier 2—Contexts

49. The most effective press releasesa. concentrate on advertising a company’s products.b. emphasize the most important information by placing it near the end.c. attempt to answer the five Ws and one H in the first sentence.d. present interesting information without typos, punctuation errors, and factual errors.

ANS: D DIF: 3 REF: pp. 259-260 OBJ: 9-9 TYPE: ConTOP: Developing Persuasive Press ReleasesNOT:a. Effective news releases should not be advertisements but should focus on information about

the company.b. Effective news releases present the most important information near the beginning.c. Effective news releases should attempt to answer the five Ws and one H, but not all in the

first sentence.d. Effective news releases present interesting information without typos, punctuation errors, and

factual errors.AAC: Tier 1—Communication; Tier 2—Patterns, Standard English AAC: Tier 1—Reflective Thinking; Tier 2—Conclusion

50. The most important information in a news release should bea. saved for the last paragraph for dramatic effect.b. focused totally on selling the writer’s company and its products.c. concentrated at the beginning of the release.d. highlighted briefly in the middle paragraphs.

ANS: C DIF: 3 REF: p. 259 OBJ: 9-9 TYPE: ConTOP: Developing Persuasive Press ReleasesNOT A-D:The most important information in a news release should be concentrated at the beginning of the release because the last part may be chopped off or ignored.AAC: Tier 1—Communication; Tier 2—Patterns, Rhetorical considerations AAC: Tier 1—Reflective Thinking; Tier 2—Conclusion

TRUE/FALSE

1. The threat of losing something one already possesses is more likely to motivate people than the idea of gaining the same thing.


ANS: T DIF: 3 REF: p. 236 OBJ: 9-1 TYPE: ConTOP: Understanding Persuasion and How to Use It Effectively and EthicallyNOT: People tend to be more motivated by the thought of losing something they already possess than by the idea of gaining the same thing.AAC: Tier 1—Reflective Thinking; Tier 2—Conclusion

2. Managers don’t have to worry about tone because employees will automatically comply with their requests.

ANS: F DIF: 3 REF: p. 237 OBJ: 9-1 TYPE: ConTOP: Understanding Persuasion and How to Use It Effectively and EthicallyNOT: Tone is particularly important in persuasion today because gone are the days when managers could simply demand compliance.AAC: Tier 1—Communication; Tier 2—AudienceAAC: Tier 1—Reflective Thinking; Tier 2—Conclusion

3. The first step in planning a persuasive message is determining the purpose since it establishes the strategy of the message.

ANS: T DIF: 3 REF: p. 239 OBJ: 9-2 TYPE: ConTOP: Applying the 3-x-3 Writing Process to Persuasive MessagesNOT: The purpose establishes the strategy of a persuasive message and, therefore, needs to be determined first.AAC: Tier 1—Communication; Tier 2—PurposeAAC: Tier 1—Reflective Thinking; Tier 2—Conclusion

4. A successful and practical persuasive message shows receivers how your request will help them solve a problem, achieve a personal or work objective, or make life easier.

ANS: T DIF: 3 REF: p. 238 OBJ: 9-2 TYPE: ConTOP: Applying the 3-x-3 Writing Process to Persuasive MessagesNOT: On a more practical level, a successful persuasive message will show how your request solves a problem, achieves a personal or work objective, or just makes life easier for your audience.AAC: Tier 1—Communication; Tier 2—Patterns, AudienceAAC: Tier 1—Reflective Thinking; Tier 2—Conclusion

5. If you are asking for something that you know will be approved, use the indirect approach.

ANS: F DIF: 3 REF: p. 238 OBJ: 9-2 TYPE: ConTOP: Applying the 3-x-3 Writing Process to Persuasive MessagesNOT: Because little persuasion is required, the direct approach should be used when you are asking for something that you know will be approved.AAC: Tier 1—Communication; Tier 2—PatternsAAC: Tier 1—Reflective Thinking; Tier 2—Conclusion

6. When using the indirect strategy for writing a persuasive message, begin by gaining your reader’s attention.

ANS: T DIF: 3 REF: p. 238 OBJ: 9-2 TYPE: ConTOP: Applying the 3-x-3 Writing Process to Persuasive MessagesNOT: When using the indirect strategy, begin by gaining your reader’s


attention.AAC: Tier 1—Communication; Tier 2—Patterns, Audience, Rhetorical considerationsAAC: Tier 1—Reflective Thinking; Tier 2—Conclusion

7. Last month an additional 200 calls were handled by our technical support personnel, increasing response time by 15 percent per call is an example of an effective opener for a persuasive message recommending a solution to this problem.

ANS: T DIF: 5 REF: p. 239 OBJ: 9-3 TYPE: ApTOP: Blending Four Major Elements in Successful Persuasive MessagesNOT: Persuasive messages may open by describing a problem that needs solving, such as “Last month an additional 200 calls were handled by our technical support personnel, increasing response time by 15 percent per call.”AAC: Tier 1—Communication; Tier 2—Patterns, Rhetorical considerationsAAC: Tier 1—Reflective Thinking; Tier 2—Analysis, Conclusion

8. When building interest in your proposal or request, limit your explanation to one paragraph for conciseness.

ANS: F DIF: 3 REF: p. 239 OBJ: 9-3 TYPE: ConTOP: Blending Four Major Elements in Successful Persuasive MessagesNOT: To justify your request, be prepared to invest in a few paragraphs of explanation. Persuasive requests are likely to be longer than direct requests because the audience must be convinced rather than simply instructed.AAC: Tier 1—Communication; Tier 2—Patterns, Rhetorical considerationsAAC: Tier 1—Reflective Thinking; Tier 2—Conclusion

9. In a letter promoting its new hybrid vehicle, a car company includes this sentence: Our new hybrid model will save you hundreds of dollars annually on gasoline expenses. The company is focusing on direct benefits of purchasing this vehicle.

ANS: T DIF: 3 REF: p. 239 OBJ: 9-3 TYPE: ConTOP: Blending Four Major Elements in Successful Persuasive MessagesNOT: Saving money on gasoline expenses is a direct benefit to the reader.AAC: Tier 1—Communication; Tier 2—Patterns, Audience, Rhetorical considerationsAAC: Tier 1—Reflective Thinking; Tier 2—Analysis, Conclusion

10. One of the biggest mistakes in persuasive requests is the failure to anticipate and offset audience resistance.

ANS: T DIF: 3 REF: p. 240 OBJ: 9-3 TYPE: ConTOP: Blending Four Major Elements in Successful Persuasive MessagesNOT: Failing to anticipate and offset audience resistance is one of the biggest mistakes in persuasive requests.AAC: Tier 1—Communication; Tier 2—Patterns, Audience, Rhetorical considerationsAAC: Tier 1—Reflective Thinking; Tier 2—Conclusion

11. To best overcome resistance, bring up every possible objection your reader might have.

ANS: F DIF: 3 REF: p. 239 OBJ: 9-3 TYPE: ConTOP: Blending Four Major Components in Successful Persuasive MessagesNOT: Avoid bringing up objections that may never have occurred to the receiver in the first place.


AAC: Tier 1—Communication; Tier 2—Patterns, Audience, Rhetorical considerationsAAC: Tier 1—Reflective Thinking; Tier 2—Receiver reactions, Conclusion

12. To get six free months of business broadband service, please apply online by December 1 effectively motivates action in the closing of a sales letter.

ANS: T DIF: 3 REF: p. 240 OBJ: 9-3 TYPE: ConTOP: Blending Four Components in Successful Persuasive MessagesNOT: Using an end date and stressing a reader benefit are both effective ways to motivate action in the closing of a sales letter.AAC: Tier 1—Communication; Tier 2—Patterns, Rhetorical considerationsAAC: Tier 1—Reflective Thinking; Tier 2—Analysis, Conclusion

13. Distorting or overlooking facts when using persuasive techniques is considered unethical behavior.

ANS: T DIF: 3 REF: p. 241 OBJ: 9-3 TYPE: ConTOP: Blending Four Components in Successful Persuasive MessagesNOT: Persuasion becomes unethical when facts are distorted, overlooked, or manipulated with an intent to deceive.AAC: Tier 1—Ethics; Tier 2—Personal, corporate, legal, ethical responsibilitiesAAC: Tier 1—Reflective Thinking; Tier 2—Conclusion

14. A manager who persuades employees to accept pay cuts because of low profits but fails to reveal executive bonuses is demonstrating ethical behavior.

ANS: F DIF: 5 REF: p. 241 OBJ: 9-3 TYPE: ApTOP: Blending Four Components in Successful Persuasive MessagesNOT: The manager in this example is hoping to deceive by omitting information about executive bonuses, which is unethical.AAC: Tier 1—Ethics; Tier 2—Personal, corporate, legal, ethical responsibilities, Ethics and moralsAAC: Tier 1—Reflective Thinking; Tier 2—Analysis, Conclusion

15. Persuading someone to change a belief or to perform an action is easier when done in writing rather than face to face.

ANS: F DIF: 3 REF: p. 242 OBJ: 9-4 TYPE: ConTOP: Writing Persuasive Messages Requesting Favors and ActionsNOT: Persuading someone to change a belief or to perform an action is easier when done face to face rather than in writing.AAC: Tier 1—Communication; Tier 2—PatternsAAC: Tier 1—Reflective Thinking; Tier 2—Conclusion

16. Requests for favors involving time, money, special privileges, or cooperation usually focus on direct reader benefits.

ANS: F DIF: 3 REF: p. 242 OBJ: 9-4 TYPE: ConTOP: Writing Persuasive Messages Requesting Favors and ActionsNOT: You may find that you have few direct benefits to offer when asking for favors involving time, money, special privileges, or cooperation. Instead, you’ll be focusing on indirect benefits.AAC: Tier 1—Communication; Tier 2—Patterns


AAC: Tier 1—Reflective Thinking; Tier 2—Conclusion

17. Appealing to professionalism is a useful technique when requesting favors.

ANS: T DIF: 3 REF: p. 242 OBJ: 9-4 TYPE: ConTOP: Writing Persuasive Messages Requesting Favors and ActionsNOT: Because many professionals feel obligated to contribute their time or expertise, appealing to professionalism is a useful technique when requesting favors.AAC: Tier 1—Communication; Tier 2—Patterns, Rhetorical considerationsAAC: Tier 1—Reflective Thinking; Tier 2—Conclusion

18. Instructions and directives to subordinates, including information about procedures, equipment, or customer service, usually require considerable persuasion and, therefore, should be arranged indirectly.

ANS: F DIF: 3 REF: p. 245 OBJ: 9-5 TYPE: ConTOP: Writing Persuasive Messages Within OrganizationsNOT: Instructions and directives to subordinates usually require little persuasion and should be arranged directly.AAC: Tier 1—Communication; Tier 2—PatternsAAC: Tier 1—Reflective Thinking; Tier 2—Conclusion


19. Neal wants to convince several members of his staff to quit smoking. He should use a direct organizational pattern.

ANS: F DIF: 5 REF: p. 245 OBJ: 9-5 TYPE: ConTOP: Writing Persuasive Messages Within OrganizationsNOT: When asking employees to do something outside of their regular work roles, the indirect organizational pattern should be used.AAC: Tier 1—Communication; Tier 2—Patterns, AudienceAAC: Tier 1—Reflective Thinking; Tier 2—Analysis, Conclusion

20. Convincing management to adopt a procedure or invest in a product or new equipment is generally easy because most managers are open to change.

ANS: F DIF: 3 REF: p. 246 OBJ: 9-5 TYPE: ConTOP: Writing Persuasive Messages Within OrganizationsNOT: Convincing management to adopt a procedure or invest in a product or new equipment generally requires skillful communication. Managers are just as resistant to change as other people are.AAC: Tier 1—Communication; Tier 2—Patterns, Audience, Rhetorical considerationsAAC: Tier 1—Reflective Thinking; Tier 2—Conclusion

21. One of the best ways to persuade management to adopt an idea is to show how the idea will save the company money.

ANS: T DIF: 3 REF: p. 246 OBJ: 9-5 TYPE: ConTOP: Writing Persuasive Messages Within OrganizationsNOT: A request that emphasizes how the proposal saves money or benefits the business is more persuasive than one that simply announces a good deal or tells how a plan works.AAC: Tier 1—Communication; Tier 2—AudienceAAC: Tier 1—Reflective Thinking; Tier 2—Conclusion

22. The indirect pattern is best when a past claim has been refused or ignored or if you anticipate reluctance to your claim.

ANS: T DIF: 3 REF: p. 248 OBJ: 9-6 TYPE: ConTOP: Writing Persuasive Claim and Complaint MessagesNOT: If a past claim has been refused or ignored or if you anticipate reluctance to your claim, use the indirect pattern.AAC: Tier 1—Communication; Tier 2—PatternsAAC: Tier 1—Reflective Thinking; Tier 2—Conclusion

23. You should show anger and frustration in a claim letter to show that you are serious about the matter.

ANS: F DIF: 3 REF: p. 249 OBJ: 9-6 TYPE: ConTOP: Writing Persuasive Claim and Complaint MessagesNOT: Anger and emotion are not effective persuaders.AAC: Tier 1—Communication; Tier 2—Patterns, Rhetorical considerationsAAC: Tier 1—Reflective Thinking; Tier 2—Conclusion


24. Ashley is writing a claim letter about unsatisfactory service she received at a recent business dinner. She should enclose a copy of her restaurant receipt.

ANS: T DIF: 5 REF: p. 249 OBJ: 9-6 TYPE: ApTOP: Writing Persuasive Claim and Complaint MessagesNOT: Anyone writing a claim letter should enclose copies of relevant receipts, invoices, shipping orders, warranties, and payments.AAC: Tier 1—Communication; Tier 2—Patterns, Rhetorical considerationsAAC: Tier 1—Reflective Thinking; Tier 2—Analysis, Conclusion

25. An effective technique in persuasive claim letters is to prove how your reader caused the problem.

ANS: F DIF: 3 REF: p. 249 OBJ: 9-6 TYPE: ConTOP: Writing Persuasive Claim and Complaint MessagesNOT: Don’t suggest that the receiver intentionally deceived you or intentionally created the problem. Rather, appeal to the receiver’s sense of responsibility and pride in the company’s good name.AAC: Tier 1—Communication; Tier 2—Patterns, Rhetorical considerationsAAC: Tier 1—Reflective Thinking; Tier 2—Conclusion

26. An effective closing for a persuasive claim adjustment letter is I hope that you will take care of my request as soon as possible.

ANS: F DIF: 5 REF: p. 249 OBJ: 9-6 TYPE: ApTOP: Writing Persuasive Claim and Complaint MessagesNOT: Close a persuasive claim adjustment letter with a clear and specific statement of what you want done.AAC: Tier 1—Communication; Tier 2—Patterns, Rhetorical considerationsAAC: Tier 1—Reflective Thinking; Tier 2—Analysis, Conclusion

27. Smart companies should focus exclusively on e-marketing since direct-mail marketing is obsolete.

ANS: F DIF: 3 REF: p. 249 OBJ: 9-7 TYPE: ConTOP: Planning and Composing Effective Sales and Marketing MessagesNOT: Traditional sales letters are still a powerful means to make sales, generate leads, boost retail traffic, solicit donations, and direct consumers to Web sites.AAC: Tier 1—Technology; Tier 2—Asynchronous messagingAAC: Tier 1—Reflective Thinking; Tier 2—Conclusion

28. The first thing you should do when writing a sales letter is to analyze the product and the purpose for writing.

ANS: T DIF: 3 REF: p. 251 OBJ: 9-7 TYPE: ConTOP: Planning and Composing Effective Sales and Marketing MessagesNOT: The first step in writing a sales letter is analyzing the product and the purpose for writing.AAC: Tier 1—Communication; Tier 2—PurposeAAC: Tier 1—Reflective Thinking; Tier 2—Conclusion


29. The most successful direct mail campaigns involve sending untargeted blanket mailings to occupants.

ANS: F DIF: 3 REF: p. 251 OBJ: 9-7 TYPE: ConTOP: Planning and Composing Effective Sales and Marketing MessagesNOT: Blanket mailings sent “cold” to occupants generally produce low responses—typically less than 2 percent. That means that 98 percent of the receivers usually toss direct-mail sales letters directly into the trash. But the response rate can be increased dramatically by targeting the audience through selected database mailing lists.AAC: Tier 1—Technology; Tier 2—Asynchronous messagingAAC: Tier 1—Reflective Thinking; Tier 2—Conclusion

30. Your profit margin will increase by nearly 7 percent when you outsource your payroll processing is an effective statement for the opening paragraph of a sales letter.

ANS: T DIF: 5 REF: p. 251 OBJ: 9-7 TYPE: ApTOP: Planning and Composing Effective Sales and Marketing MessagesNOT: Making a promise to the receiver is a good way to gain attention in the opening paragraph of a sales letter.AAC: Tier 1—Communication; Tier 2—Patterns, Rhetorical considerationsAAC: Tier 1—Reflective Thinking; Tier 2—Analysis, Conclusion

31. An example of a rational appeal is Picture yourself being pampered for the day as you bask in the sun at our oceanside resort and spa.

ANS: F DIF: 5 REF: p. 252 OBJ: 9-7 TYPE: ApTOP: Planning and Composing Effective Sales and Marketing MessagesNOT: This is an emotional appeal. Emotional appeals relate to status, ego, and sensual feelings; rational appeals relate to making or saving money, increasing efficiency, or making the best use of resources.AAC: Tier 1—Communication; Tier 2—Patterns, Rhetorical considerationsAAC: Tier 1—Reflective Thinking; Tier 2—Analysis, Conclusion

32. In general, rational appeals are appropriate when a product is expensive, long-lasting, or important to health, security, and financial success.

ANS: T DIF: 3 REF: p. 252 OBJ: 9-7 TYPE: ConTOP: Planning and Composing Effective Sales and Marketing MessagesNOT: Rational appeals are most effective when a product is expensive, long-lasting, or important to health, security, and financial success.AAC: Tier 1—Communication; Tier 2—Patterns, Rhetorical considerationsAAC: Tier 1—Reflective Thinking; Tier 2—Conclusion

33. An effective way of dealing with price is to show it in small units.ANS: T DIF: 3 REF: p. 253 OBJ: 9-7 TYPE: ConTOP: Planning and Composing Effective Sales and Marketing MessagesNOT: Showing a price in small units, such as the cost per day to fund a scholarship foundation, is an effective way to overcome resistance.AAC: Tier 1—Communication; Tier 2—Patterns, Rhetorical considerationsAAC: Tier 1—Reflective Thinking; Tier 2—Conclusion


34. An effective location for your strongest motivator is the postscript to a sales letter.

ANS: T DIF: 3 REF: p. 254 OBJ: 9-7 TYPE: ConTOP: Planning and Composing Effective Sales and Marketing MessagesNOT: Even readers who might skim over or bypass paragraphs are drawn to a P.S. Therefore, use a postscript to reveal your strongest motivator, to add a special inducement for a quick response, or to reemphasize a central selling point.AAC: Tier 1—Communication; Tier 2—Patterns, Rhetorical considerationsAAC: Tier 1—Reflective Thinking; Tier 2—Conclusion

35. If you enclose unsolicited merchandise with a sales letter, the receiver must either pay for it or return it.

ANS: F DIF: 3 REF: p. 254 OBJ: 9-7 TYPE: ConTOP: Planning and Composing Effective Sales and Marketing MessagesNOT: Courts have ruled that recipients are allowed to retain, use, or discard, any unsolicited merchandise without paying for it or returning it.AAC: Tier 1—Ethics; Tier 2—Personal, corporate, legal, ethical responsibilitiesAAC: Tier 1—Reflective Thinking; Tier 2—Conclusion

36. You can use the same persuasive techniques when communicating with high- and low-context cultures.

ANS: F DIF: 3 REF: p. 257 OBJ: 9-8 TYPE: ConTOP: Comparing Persuasion in High- and Low-Context CulturesNOT: What works in a low-context culture like the United States may not be as effective in a high-context culture such as China.AAC: Tier 1—Diversity; Tier 2—ContextAAC: Tier 1—Reflective Thinking; Tier 2—Conclusion

37. When trying to persuade people in high-context cultures, the soft-sell approach tends to work best.

ANS: T DIF: 3 REF: p. 257 OBJ: 9-8 TYPE: ConTOP: Comparing Persuasion in High- and Low-Context CulturesNOT: The soft-sell approach works well with people from high-context cultures.AAC: Tier 1—Diversity; Tier 2—ContextAAC: Tier 1—Reflective Thinking; Tier 2—Conclusion

38. Press releases that focus only on advertising a company’s products are highly sought after by the media.

ANS: F DIF: 3 REF: p. 259 OBJ: 9-9 TYPE: ConTOP: Developing Persuasive Press ReleasesNOT: News releases that are thinly disguised advertisements will probably not be published.AAC: Tier 1—Communication; Tier 2—Patterns, Rhetorical considerationsAAC: Tier 1—Reflective Thinking; Tier 2—Conclusion

39. An effective press release will focus on how the audience of the target media will benefit from having the press release published.

ANS: T DIF: 3 REF: p. 259OBJ: 9-9 TYPE: ConTOP: Developing Persuasive Press Releases


NOT: An effective press release will appeal to the audience of the target media and emphasize reader benefits.AAC: Tier 1—Communication; Tier 2—Patterns, Rhetorical considerationsAAC: Tier 1—Reflective Thinking; Tier 2—Conclusion

40. An effective opener for a press release might be Hillgard Corporation supports the community by sponsoring Sunnydale Elementary School’s Read-to-Learn Program.

ANS: T DIF: 5 REF: p. 259 OBJ: 9-9 TYPE: ApTOP: Developing Persuasive Press ReleasesNOT: This news release opener is effective because it has an attention-getting lead and summarizes the important facts.AAC: Tier 1—Communication; Tier 2—Patterns, Rhetorical considerationsAAC: Tier 1—Reflective Thinking; Tier 2—Analysis, Conclusion

COMPLETION

1. ______________ is defined as the ability to use argument or discussion in attempting to change an individual’s beliefs or actions.

ANS: PersuasionDIF: 1 REF: p. 234 OBJ: 9-1 TYPE: DefTOP: Understanding Persuasion and How to Use It Effectively and EthicallyNOT: Persuasion is defined as the ability to use argument or discussion in attempting to change an individual’s beliefs or actions.AAC: Tier 1—Reflective Thinking; Tier 2—Conclusion

2. To establish ________________, show your reader that you are experienced and that you know what you are talking about.

ANS: credibilityDIF: 3 REF: p. 235 OBJ: 9-1 TYPE: ConTOP: Understanding Persuasion and How to Use it Effectively and EthicallyNOT: To establish credibility, show your reader that you are experienced and that you know what you are talking about. If you lack credentials or experience, use testimonials, expert opinion, and research to support your position.AAC: Tier 1—Communication; Tier 2—AudienceAAC: Tier 1—Reflective Thinking; Tier 2—Conclusion

3. Because the ___________ of a persuasive message establishes the strategy of the message, determine it first.

ANS: purposeDIF: 3 REF: p. 237 OBJ: 9-2 TYPE: ConTOP: Applying the 3-x-3 Writing Process to Persuasive MessagesNOT: Because the purpose of a persuasive message establishes the strategy of the message, determine it first.AAC: Tier 1—Communication; Tier 2—PurposeAAC: Tier 1—Reflective Thinking; Tier 2—Conclusion


4. The opening paragraph of a persuasive request should gain the ____________________ of the reader.

ANS: attentionDIF: 3 REF: p. 238 OBJ: 9-2 TYPE: ConTOP: Applying the 3-x-3 Writing Process to Persuasive MessagesNOT: The opening paragraph of a persuasive request should gain the attention of the reader.AAC: Tier 1—Communication; Tier 2—PatternsAAC: Tier 1—Reflective Thinking; Tier 2—Conclusion

5. When you expect your reader to be resistant to your request, it’s best to use the ____________ organizational pattern.

ANS: indirectDIF: 3 REF: p. 238 OBJ: 9-2 TYPE: ConTOP: Applying the 3-x-3 Writing Process to Persuasive MessagesNOT: When you expect your reader to be resistant to your request, it’s best to use the indirect organizational pattern.AAC: Tier 1—Communication; Tier 2—PatternsAAC: Tier 1—Reflective Thinking; Tier 2—Conclusion

6. If you are asking for something that you know will be approved, use the ___________ organizational pattern.

ANS: directDIF: 3 REF: p. 238 OBJ: 9-2 TYPE: ConTOP: Applying the 3-x-3 Writing Process to Persuasive MessagesNOT: If you are asking for something that you know will be approved, use the direct organizational pattern.AAC: Tier 1—Communication; Tier 2—PatternsAAC: Tier 1—Reflective Thinking; Tier 2—Conclusion

7. Many charities stress ____________________ reader benefits including the selflessness of givers to promote their causes.

ANS: indirectDIF: 3 REF: p. 239 OBJ: 9-3 TYPE: ConTOP: Blending Four Major Elements in Successful Persuasive MessagesNOT: Many charities stress indirect reader benefits including the selflessness of givers to promote their causes.AAC: Tier 1—Communication; Tier 2—Patterns, AudienceAAC: Tier 1—Reflective Thinking; Tier 2—Conclusion

8. Unless you anticipate and counter audience ___________, you give the receiver an easy opportunity to dismiss your request.

ANS: resistanceDIF: 3 REF: p. 240 OBJ: 9-3 TYPE: ConTOP: Blending Four Major Elements in Successful Persuasive MessagesNOT: Unless you anticipate and counter audience resistance, you give the receiver an easy opportunity to dismiss your request.AAC: Tier 1—Communication; Tier 2—Audience, PatternsAAC: Tier 1—Reflective Thinking; Tier 2—Receiver reactions, Conclusion


9. The closing paragraph of both persuasive requests and sales messages should motivate ____________________.

ANS: actionDIF: 3 REF: p. 240 OBJ: 9-3 TYPE: ConTOP: Blending Four Major Elements in Successful Persuasive MessagesNOT: The closing paragraph of both persuasive requests and sales messages should motivate action.AAC: Tier 1—Communication; Tier 2—Audience, PatternsAAC: Tier 1—Reflective Thinking; Tier 2—Receiver reactions, Conclusion

10. Persuasive messages become ____________________ when facts are distorted, overlooked, or manipulated with an intent to deceive.

ANS: unethicalDIF: 3 REF: p. 241 OBJ: 9-3 TYPE: ConTOP: Blending Four Major Elements in Successful Persuasive MessagesNOT: Persuasive messages become unethical when facts are distorted, overlooked, or manipulated with an intent to deceive.AAC: Tier 1—Ethics; Tier 2—Personal, corporate, legal, ethical responsibilitiesAAC: Tier 1—Reflective Thinking; Tier 2—Conclusion

11. Instructions or directives to subordinates often require little persuasion and are, therefore, usually arranged in a(n) ____________________ pattern.

ANS: directDIF: 3 REF: p. 245 OBJ: 9-5 TYPE: ConTOP: Writing Persuasive Messages Within OrganizationsNOT: Instructions or directives to subordinates usually require little persuasion and are, therefore, usually arranged in a(n) direct pattern.AAC: Tier 1—Communication; Tier 2—Patterns, AudienceAAC: Tier 1—Reflective Thinking; Tier 2—Conclusion

12. When employees are asked to perform in a capacity outside their work roles or to accept changes that are not in their best interests, the ______________ pattern is most effective.

ANS: indirectDIF: 3 REF: p. 245 OBJ: 9-5 TYPE: ConTOP: Writing Persuasive Messages Within OrganizationsNOT: When employees are asked to perform in a capacity outside their work roles or to accept changes that are not in their best interests, the indirect pattern is most effective.AAC: Tier 1—Communication; Tier 2—Patterns, AudienceAAC: Tier 1—Reflective Thinking; Tier 2—Conclusion

13. Because managers are just as resistant to change as others are, subordinates should use the _________ organizational pattern when convincing management to adopt a procedure or invest in a product or new equipment.

ANS: indirectDIF: 3 REF: p. 246 OBJ: 9-5 TYPE: ConTOP: Writing Persuasive Messages Within OrganizationsNOT: Because managers are just as resistant to change as others are, subordinates should use the indirect organizational pattern when convincing management to adopt a procedure or invest


in a product or new equipment.AAC: Tier 1—Communication; Tier 2—Patterns, AudienceAAC: Tier 1—Reflective Thinking; Tier 2—Conclusion

14. If a previous claim adjustment request has been refused or ignored, then a more persuasive approach using the ____________________ organizational pattern might be appropriate.

ANS: indirectDIF: 3 REF: p. 248 OBJ: 9-6 TYPE: ConTOP: Writing Persuasive Claim and Complaint MessagesNOT: If a previous claim adjustment request has been refused or ignored, then a more persuasive approach using the indirect organizational pattern is appropriate.AAC: Tier 1—Communication; Tier 2—Patterns, AudienceAAC: Tier 1—Reflective Thinking; Tier 2—Conclusion

15. Traditional _____________-mail marketing involves the sale of goods and services through letters, catalogs, brochures, envelope stuffers, and other messages delivered by land mail.

ANS: directDIF: 1 REF: p. 249 OBJ: 9-7 TYPE: DefTOP: Planning and Composing Effective Sales and Marketing MessagesNOT: Traditional direct-mail marketing involves the sale of goods and services through letters, catalogs, brochures, envelope stuffers, and other messages delivered by land mail.AAC: Tier 1—Communication; Tier 2—Patterns, AudienceAAC: Tier 1—Reflective Thinking; Tier 2—Conclusion

16. ____________________ appeals used to build interest in a sales message relate to status, ego, and sensual feelings.

ANS: EmotionalDIF: 3 REF: p. 252 OBJ: 9-7 TYPE: ConTOP: Planning and Composing Effective Sales and Marketing MessagesNOT: Emotional appeals used to build interest in a sales message relate to status, ego, and sensual feelings.AAC: Tier 1—Communication; Tier 2—Patterns, AudienceAAC: Tier 1—Reflective Thinking; Tier 2—Conclusion

17.____________________ appeals related to reason and intellect are often translated into making money and increasing efficiency.

ANS: RationalDIF: 3 REF: p. 252 OBJ: 9-7 TYPE: ConTOP: Planning and Composing Effective Sales and Marketing MessagesNOT: Rational appeals related to reason and intellect are often translated into making money and increasing efficiency.AAC: Tier 1—Communication; Tier 2—Patterns, AudienceAAC: Tier 1—Reflective Thinking; Tier 2—Conclusion

18. People from _________-context cultures will respond better to a hard-sell approach than to a soft-sell approach.

ANS: lowDIF: 3 REF: p. 259 OBJ: 9-8 TYPE: Con


TOP: Comparing Persuasion in High- and Low-Context CulturesNOT: People from low-context cultures will respond better to a hard-sell approach.AAC: Tier 1—Diversity; Tier 2—ContextsAAC: Tier 1—Reflective Thinking; Tier 2—Conclusion

19. People from _________-context cultures will respond better to indirectness and politeness than to directness.

ANS: highDIF: 3 REF: p. 257 OBJ: 9-8 TYPE: ConTOP: Comparing Persuasion in High- and Low-Context CulturesNOT: People from high-context cultures will respond better to indirectness and politeness.AAC: Tier 1—Diversity; Tier 2—ContextsAAC: Tier 1—Reflective Thinking; Tier 2—Conclusion

20. News (or press) ____________________ announce company information such as new products, new facilities, donations, or participation in community projects to the media.

ANS: releasesDIF: 1 REF: p. 259OBJ: 9-9 TYPE: ApTOP: Developing Persuasive Press ReleasesNOT: News (or press) releases announce company information such as new products, new facilities, donations, or participation in community projects to the media.AAC: Tier 1—Communication; Tier 2—Patterns, AudienceAAC: Tier 1—Reflective Thinking; Tier 2—Conclusion

ESSAY

1. Successful businesspeople create persuasive memos, letters, e-mail messages, reports, and presentations that get the results they want. Your textbook presents six techniques that can help you be effective in getting your ideas accepted by your fellow workers, superiors, and clients. List and explain four of these techniques.

ANS: Student answers will vary but should include four of the following six techniques.

a. Establish credibility. To be persuasive, you must engender trust. People must believe that you are telling the truth, are experienced, and know what you are talking about. If you lack credentials or experience, use testimonials, expert opinion, and research to support your position.

b. Make a reasonable, precise request. Persuasion is most effective if your request is realistic, doable, and attainable. Also be clear about your objective.

c. Tie facts to benefits. Line up solid information to support your view. Use statistics, printed resources, examples, and analogies to help people understand.


d. Recognize the power of loss. Describing the benefits of your proposal is a powerful motivator. Another powerful motivator is the thought of what the other person will lose if he or she doesn’t agree. The threat of losing something one already possesses seems to be more likely to motivate people than the idea of gaining that very same thing.

e. Expect and overcome resistance. When proposing ideas, be prepared for resistance. Recognize any weakness in your proposal and be prepared to counter with well-reasoned arguments and facts.

f. Share solutions and compromise. The process of persuasion may involve being flexible and working out a solution that is acceptable to all concerned.

DIF: 5 REF: pp. 235-237 OBJ: 9-1 TYPE: ApTOP: Understanding Persuasion and How to Use It Effectively and EthicallyAAC: Tier 1—Communication; Tier 2—Patterns, AudienceAAC: Tier 1—Reflective Thinking; Tier 2—Conclusion

2. Your textbook outlines several techniques for gaining your reader’s attention in the opening of a persuasive message. List two of these techniques and write an original example of each.

ANS: Student answers will vary.

a. Problem Description: “Our network connection has been at least 20 percent slower over the past three months.”

b. Unexpected Statement: “Research shows that 70 percent of smokers would like to quit.”

c. Reader Benefit: “You can reduce your printing costs by 60 percent.”

d. Compliment: “Congratulations on receiving the prestigious 2005 Outstanding Alumni Award from the American Association of Community Colleges.”

e. Related Fact: “Networking is one of the most effective ways to find a job.”

f. Stimulating Question: “Have you ever wondered what it would be like to work from home?”

DIF: 5 REF: p. 239 OBJ: 9-3 TYPE: ApTOP: Blending Four Major Elements in Successful Persuasive MessagesAAC: Tier 1—Communication; Tier 2—Patterns, AudienceAAC: Tier 1—Reflective Thinking; Tier 2—Conclusion

3. You would like to invite a local forensic accountant to speak about this exciting field at the next monthly meeting of your student business club. Write a persuasive request letter to the accountant. Omit the letter address, salutation, and complimentary close.


Accounting students at DeKalb College have just learned about the exciting field of forensic accounting. Many of us are now considering careers in this area and would like to learn more from someone who is already in the field.


We would like to invite you to speak at our next DeKalb Business Club meeting on October 19 at 3 p.m. about careers in forensic accounting. Although we are unable to offer speakers honorariums, we can guarantee you an audience of enthusiastic, serious students who would learn so much from you.

Enclosed is a list of the questions we have about forensic accounting to help you prepare your pre-sentation. The meeting will last about one hour, which will include a question-and-answer session.Please call me by October 1 to confirm. We look forward to learning more about forensic accounting from a professional in the field.

DIF: 5 REF: pp. 242-244 OBJ: 9-4 TYPE: ApTOP: Writing Persuasive Messages Requesting Favors and ActionsAAC: Tier 1—Communication; Tier 2—Patterns, Audience, Rhetorical considerationsAAC: Tier 1—Reflective Thinking; Tier 2—Analysis, Conclusion, Theory Application

4. You had a very negative experience at a restaurant where you were entertaining a potential client last week. You want to ask for your money back, but you expect reader resistance. Write a persuasive letter using the strategy you think will work best. Provide your own details as necessary. Omit the letter address, salutation, and complimentary close.

ANS: Student answers will vary:

Mangia Rossa has long had an outstanding reputation for quality food and service. That is why I chose your restaurant to entertain an important client on Friday, November 12.

We were greeted by a professional host and seated promptly when we arrived at Mangia Rosa for our 7 p.m. reservation. However, almost 20 minutes passed before our server came to our table for the first time to take our drink orders. Another 15 minutes passed before our drinks arrived, and we had to flag our server down to get our food order taken. Although we ordered appetizers, our entrees arrived before the appetizers, and both dishes were lukewarm. I couldn’t locate our server to let him know that the food was unsatisfactory, so we went ahead and ate what we could. The appetizers never arrived, but they appeared on our bill. I had the host take care of correcting the overcharge since I was again unable to locate our server.

Overall, the experience was not what I have come to expect from Mangia Rossa, and I was hoping to make more of a positive impression on my client. I have enclosed a copy of my receipt from this dinner.

Because the service and quality of food were substandard on this particular evening, please reimburse me for the full amount of $85.98. I look forward to returning to Mangia Rossa as soon as I am confident that this was an isolated incident.

DIF: 5 REF: pp. 248-249 OBJ: 9-6 TYPE: ApTOP: Writing Persuasive Claim and Complaint MessagesAAC: Tier 1—Communication; Tier 2—Patterns, Audience, Rhetorical Considerations


AAC: Tier 1—Reflective Thinking; Tier 2—Analysis, Conclusion, Theory Application

5. Describe the difference between rational appeals and emotional appeals and explain when you would use each. Then write an example of each type of appeal.


Rational appeals are associated with reason and intellect. They translate selling points into references to making or saving money, increasing efficiency, or making the best use of resources. In general, rational appeals are appropriate when a product is expensive, long-lasting, or important to health, security, and financial success. Emotional appeals relate to status, ego, and sensual feelings. Appealing to the emotions is sometimes effective when a product is inexpensive, short-lived, or nonessential.

Rational Appeal: “With our broadband service designed specifically for small businesses, your employees will be able to access the Internet more quickly, resulting in increased productivity and substantial monetary savings.”

Emotional Appeal: “When your salespeople arrive to meet clients in our prestigious automobiles, these cars will show that your company is successful and cares about quality.”

DIF: 5 REF: p. 251 OBJ: 9-7 TYPE: ApTOP: Planning and Composing Effective Sales and Marketing MessagesAAC: Tier 1—Communication; Tier 2—PatternsAAC: Tier 1—Reflective Thinking; Tier 2—Conclusion

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