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| 1 | |
To be persuasive, you need to show your audience all of the following EXCEPT: |
| | A) | That you can overcome their objections. |
| | B) | That you are flexible and open to making changes to your request. |
| | C) | That your proposal meets their needs. |
| | D) | That what you're asking for is consistent with the audience's self-image. |
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| 2 | |
External motivation, such as a coupon for free popcorn when you buy a movie pass, |
| | A) | Has been shown to cost a company more than it yields in new sales. |
| | B) | Is a proven successful technique for attracting first-time customers and strengthening the loyalty of existing customers. |
| | C) | Is the first step on the path to building long-term customer relationships. |
| | D) | Is a short-term incentive that doesn't last past the next similar coupon from a competitor. |
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| 3 | |
All of the following are examples of primary purposes for sales and persuasive messages EXCEPT |
| | A) | To motivate the reader to read the message. |
| | B) | To have the reader act. |
| | C) | To provide enough information so that the reader knows exactly what to do. |
| | D) | To avoid any potential objections that might prevent or delay action. |
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| 4 | |
The best common grounds are specific. Which of these examples most effectively achieves common ground in stating the problem? |
| | A) | We all want to make sure that children in underprivileged areas have the school supplies they need. |
| | B) | Our membership has declined by 10% in the past six months, which means our membership revenue is also down by 10%. Yesterday, one of our founding members told me that she doesn't plan to renew her membership when it expires next month. |
| | C) | Unless we recruit more volunteers, we'll have to cancel some of our in-school programs. |
| | D) | Our expenses keep on increasing, but we can't pass the full increase on to customers. If we do, they'll buy fewer products. If we don't increase our prices, though, our profit will fall significantly. |
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| 5 | |
After three years of rising expenses, you finally decide you'll have to increase your accounting fees. You want to persuade customers to keep using your service despite the higher cost. The most effective subject line in your e-mail to customers would be: |
| | A) | Can't cover my expenses anymore. |
| | B) | Accounting fees increasing 5% next month. |
| | C) | Upcoming change in accounting fees |
| | D) | Did you get a raise this year? |
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| 6 | |
If you're sending a direct mail appeal to a list of people with whom your organization has no prior connection, you can expect about 2% of them to respond. |
| | A) | True |
| | B) | False |
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| 7 | |
Shorter letters result in more sales or more donations than longer letters. |
| | A) | True |
| | B) | False |
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| 8 | |
Most people will read the P.S. first in a direct mail letter. |
| | A) | True |
| | B) | False |
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| 9 | |
Effective methods of generating reader interest in a sales letter include all of the following EXCEPT: |
| | A) | Describing a point of agreement between the reader and writer. |
| | B) | Appealing to fairness. |
| | C) | Involving readers emotionally. |
| | D) | Using facts, figures and experts' opinions to support arguments. |
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| 10 | |
The main trap in writing fundraising letters is (1) _____________. You can avoid this trap by (2) _______________. |
| | A) | (1) Seeming greedy by suggesting too large a donation. (2) Not specifying any amount, but instead letting the reader decide how much to give. |
| | B) | (1) Failing to differentiate your organization from the many others that are looking for donations. (2) Using catchy techniques that make your letter stand out from the crowd – bright colours, unusual visuals, oversized envelopes, special paper, etc. |
| | C) | (1) Sounding as if you're interested in readers only for their money. (2) Suggesting non-monetary ways readers can help, such as volunteering or writing to their Member of Parliament. |
| | D) | (1) Not giving readers enough information about why they should support your organization. (2) Enclosing printed copies of credible news stories describing your organization's good work, copies of audited financial statements and annual reports, bios of your directors and other such evidence of your organization's legitimacy and value. |
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| 11 | |
The basic premise behind a sales letter is |
| | A) | Making a sale. |
| | B) | Beating a competitor. |
| | C) | Gaining a customer for the company's other products or services in addition to the one being promoted in the sales letter. |
| | D) | Filling a need. |
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| 12 | |
In a brochure, paragraphs should be no more than five lines long. |
| | A) | True |
| | B) | False |
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| 13 | |
When you're creating a promotional brochure, you should think about |
| | A) | Where and how the brochure will be distributed. |
| | B) | The purpose of the brochure. |
| | C) | Photos and other visual elements. |
| | D) | All of the above. |
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| 14 | |
A direct mail fundraising letter begins with a narrative about Mihn, a little boy in a remote jungle region of Vietnam whose village now has clean water, a small school and a weekly medical clinic thanks to donors' generosity. The letter writer is using which technique? |
| | A) | A persona. |
| | B) | Logical appeal. |
| | C) | A testimonial. |
| | D) | Psychological description. |
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| 15 | |
The rule of three explains which of the following phenomena? |
| | A) | Three is the limit in the number of items that most people can easily remember. |
| | B) | In a series of three items that are logically parallel, the last one gets the most emphasis. |
| | C) | A series of three phrases will give people the impression that the last words in each phrase rhyme, even if they don't. |
| | D) | It takes three separate appeals before you can convince someone to act. |
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