communications

25 question test
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QUESTION 1
1. An analogy lets you
reason from a generalization to more generalizations and examples.
reason from one specific piece of evidence to a general conclusion.
reason from one specific piece of evidence to another specific piece of
evidence.
reason from one specific piece of evident to an all-encompassing conclusion.
reason from a generalization to a specific conclusion.
1 points
QUESTION 2
1. The process of ________ works from a generalization to a specific conclusion.
deductive reasoning
generalized reasoning
intuitive reasoning
inductive reasoning
conventional reasoning
1 points
QUESTION 3
1. After analyzing the situations, which of the following should be the next step in
creating a compelling persuasive message?
Writing the message
Organizing information
Limiting the scope of information
Gathering necessary information
Selecting the channel and medium
1 points
QUESTION 4
1. How do ethical businesspeople generally view the concept of persuasion?
As a way to show concern for the audience
As a way to incorporate the “you” attitude in the marketing message
As a way to increase the ramifications of marketing and sales message
As a way to align their interests with what is best for the audience
As a way to avoid the complexities of promotional communication
1 points
QUESTION 5
1. Why do some users consider remarketing and behavioral targeting to be
unethical?
The practice compromises data security
The practice allows bloggers to publish misinformation
The practice generates additional spam
The practice is invasive
There is no “opt out” option
1 points
QUESTION 6
1. Which of the following is an example of psychographic information that can be
determined about an audience?
Gender
Attitude
Occupation
Age
Education
1 points
QUESTION 7
1. One way to overcome audience resistance to your message is to
emphasize the potential problems.
identify areas where competitors fall short.
emphasize the consequences of non-compliance.
address possible concerns that your audience has.
use the hard-sell approach.
1 points
QUESTION 8
1. Which of the following is the outcome when someone’s name, photograph, or
other aspect of identity is used without permission?
Evidence of a claim
Breach of contract
An endorsement
Bait and switch advertising
An invasion of privacy
1 points
QUESTION 9
1. In marketing and sales messages, what is the primary difference between selling
points and benefits?
Selling points are positive whereas benefits are not
Selling points focus on the user rather than the product
Selling points focus on price compared to quality
Selling points focus on the product rather than the user
Selling points are emphasized only when the product is compared to the
competition
1 points
QUESTION 10
1. When you’re composing a persuasive message, all of the following EXCEPT
________ are common mistakes that you need to avoid.
relying solely on great arguments
assuming that persuasion is a one-shot effort
using a hard-sell approach
promoting compromise
1 points
QUESTION 11
1. Which of the following are quantifiable characteristics about audience members?
Psychographics
Demographics
Affiliation
Physiological requirements
Self-actualization
1 points
QUESTION 12
1. Using simple language in persuasive messages usually increases your credibility
with a skeptical audience.
True
False
1 points
QUESTION 13
1. What are the four communication stages in the AIDA model?
Action, interest, desire, attention
Affiliation, interests, demographics, audiences
Aggregation, independence, dependence, activity
Attention, interest, desire, action
Attention, indirect, direct, action
1 points
QUESTION 14
1. When writing persuasive messages, one way to avoid faulty logic is to
avoid precise terms.
avoid deduction.
avoid induction.
avoid hasty generalizations.
avoid praising your opponent.
1 points
QUESTION 15
1. Which of the following is addressed when advertising to people who have a need
to show others that they are successful?
The need for safety and security
The need for aesthetic appreciation
The need for affiliation and belonging
The need for achievement
The need for power and control
1 points
QUESTION 16
1. Which of the following is one of the drawbacks to using the AIDA approach to
persuasive messages?
The message cannot be effectively sent over email
The message is multidirectional
The message is built around long-term relationships
The message talks with the audience, not at them
The message is built around a single event
1 points
QUESTION 17
1. Which of the following uses a deductive approach to persuasion?
Our stock price is like a marathon runner, slowly making progress towards
our goal.
It is acceptable to lose money in the stock market because stock values
always goes back up.
Because the stock market has been falling lately, share prices of our
company stock will probably also decline.
You should invest in our company stock before the prices go up.
Because the stock price of our company fell, the entire market will probably
also decline.
1 points
QUESTION 18
1. Conventional marketing or sales messages begin with an effort to gain the
audience’s
support.
money.
attention.
interest.
cooperation.
1 points
QUESTION 19
1. Which of the following is the key of a successful call to action when using the
AIDA model?
Identifying industry experts
Offering free samples or discounts
Including testimonials from satisfied users
Including a money-back guarantee
Making it as easy and risk-free as possible
1 points
QUESTION 20
1. Which of the following should be incorporated into a persuasive message to
make it as effective as possible?
Issues of safety and security
An authentic expression of appreciation
Demographics
Audience’s interest in being motivated
Audience’s desires and interests
1 points
QUESTION 21
1. A ________ helps a potential buyer move through the purchasing process
without having to make an immediate decision; a ________ encourages a
potential buyer to make a purchase decision immediately.
measured response; content quotient
persuasive appeal; product push
marketing message; sales message
persuasive appeal; purchase message
marketing message; product push
1 points
QUESTION 22
1. Which type of reasoning does a logical appeal use when working from specific
evidence to a general conclusion?
Induction
Circular
Analogy
Deduction
Persuasive
1 points
QUESTION 23
1. Who are considered to be the most enthusiastic fans of your company and its
products?
Bloggers
Communities of customers
Conversational marketing experts
Journalists
Product champions
1 points
QUESTION 24
1. Which of the following will show a hostile audience that your message is
credible?
Identify which of the audience’s beliefs or attitudes are incorrect
Incorporate logic, evidence, and compelling narratives
Use claims that are emotionally based
Use high pressure and “hard sell” tactics
Make promises based on the needs of the audience
1 points
QUESTION 25
1. ________ data provides information about an individual’s personality, attitudes,
lifestyle, and other psychological characteristics.
Demographic
Psychographic
Ideographic
Lithographic
1 points

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