Chapter 9 Test Your Knowledge

1. Who is my audience? What are my audience members' needs? What do I want them to do? How might they resist? Are there alternative positions I need to examine? What does the decision maker consider to be the most important issue? How might the organization's culture influence my strategy?

2. Using demographics and psychographics help the write understand and categorize audience needs. Taking into account their expectations and practices help you organize your message in a way that is familiar and helpful to the reader.

3. Emotional appeals call of feelings or sympathies of the audience. These differ from logical appeals because logical appeals are based on the notions of reason. The notions of reason referred to in logical appeals are analogies, inductions, and deductions.

4. The three types of reasoning you can use in logical appeals are analogies, inductions, and deductions.

5. The AIDA model is an approach for persuasive messages which organize your presentation into four different phases: attention, interest, desire, and action. One limitation of this model is that it is a unidirectional method that talks at an audience as opposed to with the audience. Also, it is built around a single event instead of a mutually beneficial, long-term relationship.