Test Your Knowledge (p. 216)

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. These are important to know so that you can appropriately appeal to your audience and arrange your message in a manner that makes sense to you audience.

3. Emotional appeals involve trying to connect with the audience using feelings or sympathies. Logical appeals use reasoning based on analogy, induction, or deduction and do not include feelings or emotions.

4. The three types of reasoning used in logical appeals are analogy, induction, and deduction.

5. The AIDA model is a way to develop and organize messages for conventional marketing or sale messages. It includes getting the attention of the audience, building interest, increasing desire, and motivating action.