1) In general, the best persuasive messages ________ the audience’s motivations.
A) avoid mentioning
C) openly address
2) Marketers use quantifiable characteristics known as ________ and psychological characteristics known as ________ to help them understand the needs of an audience.
A) social graphics; intuitional data
B) demographics; psychographics
C) crowdsourcing; regionalism
D) psychometrics; cryptography
3) As a human need that affects motivation, self-actualization involves the need to
A) cultivate lifelong involvement.
B) feel a sense of accomplishment.
C) reach one’s full potential as a human being.
D) control situations or exert authority over others.
4) When you’re writing a persuasive message, you can encourage a positive response by
A) using polite and positive language.
B) taking steps to establish your credibility.
C) understanding and respecting cultural differences.
D) all of the above.
5) Which of the following is not an example of demographic information?
6) Personality, lifestyle, and attitudes are assessed through
A) demographic surveys.
B) psychographic studies.
C) inkblot tests.
D) examinations of census data.
7) If you can’t be sure which medium will be best to convey your persuasive message to a diverse audience, you should
A) choose the one that is most economical.
B) select the one that is easiest to use (such as email).
C) use two or more media at the same time.
D) choose one at random and see how well it works.
8) If a supervisor tells a worker who consistently arrives late, “I know you don’t want to have your pay docked,” the supervisor is addressing the worker’s need for
A) safety and security.
C) status and esteem.
9) Most persuasive messages combine
A) truth and falsehood.
B) current and very old evidence.
C) logical and emotional factors.
D) many major points all at once.
10) Your success as a businessperson is connected closely to your ability to convince others to
A) accept new ideas.
B) change old habits.
C) act on your recommendations.
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