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| 1 | |
When writing sales letters to dealers, you would emphasize ____. |
| | A) | disadvantages of the product |
| | B) | an awareness of the competition |
| | C) | losses to be incurred in sales expenses |
| | D) | quick turnover and markup |
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| 2 | |
Sales letters are effective selling tools for which of the following reasons? |
| | A) | cost and selectivity |
| | B) | lack of adaptability |
| | C) | need to be produced more efficiently |
| | D) | cost of postage |
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| 3 | |
The reader-benefit appeal emphasizes ____. |
| | A) | benefit to others |
| | B) | individual responsibility appeals |
| | C) | benefit to the reader |
| | D) | the humanitarian appeal |
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| 4 | |
The purpose of a sales letter is to ____. |
| | A) | impress the reader with your ability to write about a product or service |
| | B) | impress the reader with the product or service you're selling |
| | C) | give the reader information needed to buy and use your product or service |
| | D) | explain the pros and cons of the product or service |
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| 5 | |
The second step in planning and preparing a direct-mail sales letter is to ____. |
| | A) | prepare a mailing list of your friends and relatives |
| | B) | prepare a list of prospects |
| | C) | enter all the names from your local phone book into a database and send your sales letter to each of them |
| | D) | make a list of people who inquire about your products or services |
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| 6 | |
Invited or solicited sales letters are ____. |
| | A) | written to any prospective customer |
| | B) | written to answer requests for information |
| | C) | written as a reply to a formal invitation |
| | D) | written as goodwill gestures |
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| 7 | |
To be effective, a mailing list must ____. |
| | A) | be typed in a double-spaced format |
| | B) | be expensive |
| | C) | give alternative telephone numbers |
| | D) | contain correct names and addresses |
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| 8 | |
Two types of sales letter campaigns are ____. |
| | A) | wear-out and competitive campaigns |
| | B) | wear-out and rational appeal campaigns |
| | C) | campaign and wear-out series |
| | D) | rational appeal and emotional appeal series |
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| 9 | |
The item of information most likely to persuade the prospect to buy a product or service is ______. |
| | A) | the cost |
| | B) | the names of other customers |
| | C) | the Central Selling Point |
| | D) | the warranty |
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| 10 | |
The AIDA formula for a sales letter is ____. |
| | A) | attention, interest, decision, action |
| | B) | action, interest, dedication, attention |
| | C) | attention, interest, desire, action |
| | D) | action, intrigue, desire, attention |
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