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Communicating for Results, 2e: Chapter 8

Instructions: For each question, click on the radio button beside your answer. When you have completed the entire quiz, click the "Submit my answers" button at the bottom of the page to receive your results.

Question 1:


a) Appeal to emotion
b) Appeal to reason
c) Appeal to currency
d) Appeal to ethics

Question 2:


a) the reader is motivated
b) much money the reader makes
c) writer-based language can be incorporated
d) information can be distorted to achieve the goal

Question 3:


a) direct the reader to take action
b) dedicate significant message space to all reader objections
c) address serious objections at the end of the message
d) indicate how money spent can result in long-term savings

Question 4:


a) cite experts
b) include his or her own business title
c) identify a mutual interest
d) All of the above.

Question 5:


a) survey
b) reminder
c) inquiry
d) demand

Question 6:


a) market research to develop a reader profile
b) a "Dear Occupant" salutation
c) objective language and facts
d) All of the above.

Question 7:


a) earn the reader's trust
b) prepare the reader for the request
c) reason with the reader
d) All of the above.

Question 8:


a) obtaining reader interest
b) avoiding attention-getting techniques
c) asking for action, sometimes by a set deadline
d) showing reader benefits

Question 9:


a) set a deadline
b) be firm
c) be polite
d) withhold incentives

Question 10:


a) A specific subject line
b) Statistical evidence to support the explanation of the problem
c) An aggressive closing
d) All of the above.

Question 11:


a) a product feature
b) a special offer
c) news that makes the reader feel important
d) All of the above.

Question 12:


a) spotlight free offers
b) add information that was forgotten in the main message
c) urge readers to act promptly
d) Both a) and c).