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Communicating for Results, Third Edition: 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) How the reader is motivated
b) How much money the reader makes
c) How writer-based language can be incorporated
d) How 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 business title
c) Identify a mutual interest
d) All of the above

Question 5:


a) When a writer makes a personal mistake
b) When a writer assumes one event causes another
c) When a writer relies on non-expert testimony
d) All of the above

Question 6:


a) By pointing out that short-term pain can lead to long-term gain
b) By pointing out that advantages outweigh disadvantages
c) By pointing out that money spent can save money or time in the long run
d) All of the above

Question 7:


a) Survey
b) Reminder
c) Inquiry
d) Demand

Question 8:


a) Market research to develop a reader profile
b) A “Dear Occupant” salutation
c) Objective language and facts
d) All of the above

Question 9:


a) Earn the reader’s trust
b) Prepare the reader for the request
c) Reason with the reader
d) All of the above

Question 10:


a) Obtaining reader interest
b) Avoiding attention-getting techniques
c) Asking for action, sometimes by a set deadline
d) Showing reader benefits

Question 11:


a) Set a deadline
b) Be firm
c) Be polite
d) Withhold incentives

Question 12:


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

Question 13:


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

Question 14:


a) Spotlight free offers
b) Add information forgotten in the main message
c) Urge readers to act promptly
d) Both A and C