Choose the best advice to craft an effective direct-mail sales letter.
A) Use slightly illegal sales tactics to get the desired sale.
B) Develop and present a strong rational selling point early in the body of the letter. Later, add emotional appeals, using each appeal only once.
C) Present information completely, using a personalized tone.
D) Design your message for a general audience.
Ques. 2Which statement about direct-mail messages is most accurate?
A) Direct mail is an effective channel for personalized, tangible, three-dimensional messages that are less invasive than telephone solicitations.
B) Today's companies no longer send direct-mail messages to market their products or services; they rely exclusively on electronic media instead.
C) Direct-mail marketing is less effective than online marketing.
D) All answer choices are accurate statements about direct-mail messages.
Ques. 3You want to propose a workplace change to your employer. Which of these is the best advice for you?
A) Because your supervisor should already be aware of the pros of changing the procedure, avoid providing any evidence.
B) Stress your own needs and how you will benefit from the change because this is your proposal.
C) Avoid words like suggest and recommend because these words make you look weak.
D) Focus on how much money the proposed change will save the company.
Ques. 4As a manager, Corbin must inform his staff that all employees must now contribute more to their health insurance premiums. What advice should Corbin follow when delivering his message?
A) Avoid telling the employees the reason for the decision.
B) Use a threatening tone so that employees know that this is a serious matter.
C) Be honest and provide the important reasons for the increase in individual contributions.
D) Tell the employees to Suck it up and deal with the increased individual costs.
Ques. 5Which of the following is most accurate about the use of persuasion in business?
A) Honesty is not just the best policy; it's the only policy.
B) The goal is to manipulate employees into accepting a message.
C) Some puffery and skillful misrepresentation make persuasive messages more effective.
D) The key to persuasion is proving the weakness of the receiver's position.
Ques. 6All of the following messages to subordinates would use the indirect strategy except
A) instructions to operate the new phone system installed in all offices.
B) suggestions to begin an exercise program in conjunction with the new health insurance plan.
C) requests to contribute to the organization's United Way campaign goal.
D) discussion of their opportunities to participate in a company-sponsored charity event.
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