15)The first step in writing a sales message is

Multiple Choice

• determining the makeup of the mailing.

• determining the central appeal for the message.

• choosing the appropriate medium of transmission.

• making a careful study of the product or service.

• choosing the most persuasive channel for the message.

16) Which of the following is true about emotional appeals?

Multiple Choice

• Emotional appeals are mainly based on logic.

• Emotional appeals should be avoided when advertising products that do not perform any discernible practical function.

• Emotional appeals are best suited for selling useful products.

• Emotional appeals typically engage our senses.

• Emotional appeals should be avoided when selling to male readers.

17) The primary means by which organizations solicit proposals is the RFP. RFP stands for

Multiple Choice

• requested financial proposition.

• request for price.

• request for proposals.

• rules for proposals.

• regulations for proposals.