Business Communication Exam Bank
Course Introduction
Business Communication explores the principles and practices of effective communication within a professional environment. The course covers key topics such as verbal and nonverbal communication, business writing, electronic communication, presentations, intercultural communication, and group dynamics. Emphasis is placed on developing skills for crafting clear, concise messages, creating professional documents, conducting impactful presentations, and navigating contemporary communication challenges. Students will engage in practical exercises, case studies, and collaborative projects to enhance their ability to convey information and ideas effectively in diverse business contexts.
Recommended Textbook
Integrated Advertising Promotion and Marketing Communications 6th Edition by Kenneth E. Clow
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15 Chapters
2867 Verified Questions
2867 Flashcards
Source URL: https://quizplus.com/study-set/1086
Page 2
Chapter 1: Integrated Marketing Communications
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102 Verified Questions
102 Flashcards
Source URL: https://quizplus.com/quiz/21431
Sample Questions
Q1) An example of adaptation in global marketing communications is:
A) Ford's One-World Ford Contour car
B) not selling the McRib sandwich in Israel because it violates religious practices
C) printing ads only in English for European countries
D) using direct mail
Answer: B
Q2) A person smells the fragrance of a perfume attached to a magazine advertisement. What is taking place?
A) encoding
B) transmission
C) decoding
D) feedback
Answer: C
Q3) Retailers often maintain channel power by controlling shelf space and purchase data.
A)True
B)False
Answer: True
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Chapter 2: Corporate Image and Brand Management
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200 Verified Questions
200 Flashcards
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Sample Questions
Q1) Krispy Kreme is an example of an overt corporate name.
A)True
B)False
Answer: False
Q2) A family brand relationship occurs when two companies produce one brand in a cooperative venture.
A)True
B)False
Answer: False
Q3) Federal Express and International Business Machines (IBM) are examples of:
A) overt names
B) implied names
C) conceptual names
D) iconoclastic names
Answer: B
Q4) Co-branding succeeds when it builds the brand equity of both brands involved.
A)True
B)False
Answer: True
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Chapter 3: Buyer Behaviors
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204 Verified Questions
204 Flashcards
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Sample Questions
Q1) Kimberly-Clark is going to place an additional order for plastic from its current vendor because of a larger order it has received from a customer for products the company manufacturers. The additional order for plastic would be a:
A) straight rebuy purchase
B) modified rebuy purchase
C) new task purchase
D) none of the above
Answer: A
Q2) A person's educational level combined with specific knowledge about a product category determines the:
A) ability to search
B) desire to search
C) need for cognition
D) involvement level
Answer: A
Q3) An evoked set consists of the inept set and the inert set.
A)True
B)False
Answer: False
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Page 5
Chapter 4: The IMC Planning Process
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201 Verified Questions
201 Flashcards
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Sample Questions
Q1) The percentage of sales method for communication budgeting tends to allocate funds for advertising in the opposite direction from what are needed.
A)True
B)False
Q2) Market segmentation identifies specific groups of consumers or businesses based on needs, attitudes, and interests.
A)True
B)False
Q3) In terms of ad spending by media in the United States, the largest category is:
A) television
B) magazines
C) the Internet
D) newspapers
Q4) The primary objective of the meet-the-competition method for developing a marketing communications budget is to:
A) match the communication budget with sales
B) ensure marketing dollars are invested where it is most needed
C) prevent the loss of market share
D) ensure marketing dollars are allocated appropriately
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Chapter 5: Advertising Management
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202 Verified Questions
202 Flashcards
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Sample Questions
Q1) A pulsating schedule of advertising distribution involves continuous advertising with bursts of higher intensity during specific periods of the year.
A)True
B)False
Q2) In terms of the 75/15/10 rule, the 15 represents the amount of money that is spent on producing the advertisements.
A)True
B)False
Q3) The first step of an advertising management program is to:
A) review the role of advertising in the IMC effort
B) select an in-house or external advertising agency
C) develop an advertising campaign management strategy
D) prepare a creative brief
Q4) If a company's marketing manager says, "I have a good feeling about working with this advertising agency," chemistry is probably present.
A)True
B)False
Q5) Name the steps of advertising campaign management.
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Chapter 6: Advertising Design: Theoretical Frameworks and Types of Appeals
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200 Verified Questions
200 Flashcards
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Sample Questions
Q1) An advertisement featuring a fear appeal that suggests a person will feel good about losing weight is an example of highlighting extrinsic rewards.
A)True
B)False
Q2) Which is an example of visual esperanto?
A) a photo of a Saturn automobile
B) a child enjoying a snack
C) a description of an office machine
D) a decorative model
Q3) The attitude formation sequence which matches the typical steps in the hierarchy of effects model is:
A) cognitive-affective-conative
B) affective-conative-cognitive
C) liking-decision-discovery
D) discovery-liking-decision
Q4) In a means-end chain, the message should be the means that leads the consumer to a desired end state.
A)True
B)False
8
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Chapter 7: Advertising Design: Message Strategies and
Executional Frameworks
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200 Verified Questions
200 Flashcards
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Sample Questions
Q1) Name the five major forms of cognitive strategies.
Q2) In terms of the hierarchy of effects model, conative message strategies would be most closely tied to the:
A) awareness and knowledge stages
B) liking, preference, and conviction stages
C) actual purchase stage
D) awareness stage
Q3) An untestable claim about a product's benefits or attributes is which form of cognitive message?
A) preemptive
B) unique selling proposition
C) hyperbole
D) comparative
Q4) Giving to a charity because the spokesperson in the ad is a Republican, and the viewer is also a Republican, is based on:
A) likeability
B) identification
C) consistency
D) empathy
Page 9
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Chapter 8: Traditional Media Channels
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200 Verified Questions
200 Flashcards
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Sample Questions
Q1) Currently, over half of all business advertising dollars are spent:
A) in nonbusiness environments
B) for trade journals
C) for television advertising
D) in alternative media outlets
Q2) Of the following, the medium that offers the most effective form of a one-on-one message by the spokesperson in the ad is:
A) radio
B) newspaper
C) magazine
D) outdoor
Q3) Reach is the number of people, households, or businesses in a target market that are exposed to a message at least once during a given time period.
A)True
B)False
Q4) Name the challenges present in business-to-business media selection and in international media selection.
Q5) What are the primary benefits of outdoor advertising? The primary problems?
Q6) What are the primary benefits of newspaper advertising? The primary problems?
Page 10
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Chapter 9: Digital Marketing
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200 Verified Questions
200 Flashcards
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Sample Questions
Q1) Web 4.0 was the first to:
A) deliver static content to Internet users
B) add more socially-based sites such as Facebook
C) include cloud operations and Web participation
D) incorporate real-time communications
Q2) Facebook presents the largest source of display ads of all social networks.
A)True
B)False
Q3) Geo-targeting is a form of mobile marketing that involves identifying retail outlets for consumers who wish to shop at a bricks and mortar store.
A)True
B)False
Q4) The stage of Web development that pushed communication channels to real-time was:
A) Web 1.0
B) Web 2.0
C) Web 3.0
D) Web 4.0
Q5) What are the ingredients of a successful e-mail campaign?
Q6) What consumer concerns influence e-commerce online purchasing?
Page 11
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Chapter 10: Alternative Marketing
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200 Verified Questions
200 Flashcards
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Sample Questions
Q1) All of the following are forms of video game advertising, except:
A) in-game advertisements
B) promogames
C) rotating in-game advertising
D) interactive ads
Q2) The store shelf and point-of-purchase display represent the last chance for the manufacturer to reach the consumer before a purchase is made.
A)True
B)False
Q3) Using point-of-sale data to evaluate point-of-purchase (POP) displays can help manufacturers strengthen partnerships with retailers on the use of POP displays.
A)True
B)False
Q4) Advergames are:
A) video games built around a brand
B) interactive ads placed within a video game
C) rotating ads placed within a video game
D) branded video games
Q5) What is stealth marketing?
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Chapter 11: Database and Direct Response Marketing and Personal Selling
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200 Verified Questions
200 Flashcards
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Sample Questions
Q1) Customer service representatives can use an individual's lifetime value to determine how he/she should interact with the customer.
A)True
B)False
Q2) When customers in a permission marketing program receive rewards during the program as well as at the beginning, it creates a feeling of reciprocity.
A)True
B)False
Q3) The key figures in calculating the lifetime value of a consumer or set of consumers are revenues, costs, and retention rates.
A)True
B)False
Q4) A retailer can use data mining to determine when to mark merchandise down and how much to mark it down.
A)True
B)False
Q5) Identify and describe the two primary types of data coding processes.
Page 13
Q6) Discuss the concept of data-driven communication.
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Chapter 12: Sales Promotions
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203 Verified Questions
203 Flashcards
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Sample Questions
Q1) A trade show participant from another country is more likely to be ready to make a buy than a domestic attendee.
A)True
B)False
Q2) Bonus packs can lead to brand switching if the consumer has used the brand previously.
A)True
B)False
Q3) In a trade show, a buyer who is trying to solve a specific problem with a product choice is a(n):
A) information seeker
B) reinforcement seeker
C) solution seeker
D) education seeker
Q4) A temporary price reduction that is marked on the product's package is a:
A) bonus offer
B) price-off
C) premium
D) bad idea, because the retailer may not honor the price
Q5) Name the various forms of sampling.
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Chapter 13: Public Relations and Sponsorship Programs
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201 Verified Questions
201 Flashcards
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Sample Questions
Q1) Based on U.S. consumer segmentation of consumer attitudes toward green marketing, the two groups that are heavy users of green products are:
A) true-blue greens and sprouts
B) greenback greens and basic browns
C) greenback greens and true-blue greens
D) grousers and sprouts
Q2) A rodeo held in Dallas sponsored by Lee Jeans is an example of event marketing.
A)True
B)False
Q3) While Coca-Cola is involved in pro-environment activities, it does not widely publicize these activities because company leaders believe they will not gain more customers.
A)True
B)False
Q4) Sponsorships and event marketing are used by companies to build brand loyalty and to develop positive feelings toward the company.
A)True
B)False
Q5) What is green marketing and what approaches can a firm use in green marketing?
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Chapter 14: Regulations and Ethical Concerns
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200 Verified Questions
200 Flashcards
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Sample Questions
Q1) Individuals and organizations have responded to the need for a more ethical environment by creating ethics training programs, codes of ethics, and ethics consulting systems.
A)True
B)False
Q2) Words such as "best," "greatest," and "finest" used in advertising are examples of:
A) deceptive advertising
B) misleading advertising
C) standard industry practices
D) puffery
Q3) When a statement is made that is deemed to be puffery, the concept of substantiation applies.
A)True
B)False
Q4) When the FTC Act was passed in 1914, the Federal Trade Commission's responsibility was to enforce antitrust laws and to protect businesses from one another.
A)True
B)False
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Page 16
Chapter 15: Evaluating an Integrated Marketing Program
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154 Verified Questions
154 Flashcards
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Sample Questions
Q1) Respondent behavior evaluations primarily deal with customer actions and outcomes, such as making store visits.
A)True
B)False
Q2) Biometric research measures physiological or physical responses to advertising.
A)True
B)False
Q3) The impact of all of the following marketing programs can be measured using redemption rates, except:
A) point-of-purchase displays
B) coupons
C) sweepstakes
D) direct-mail letters
Q4) Although it is cheaper to copytest online rather than using traditional methods, it takes longer to conduct the test and obtain results.
A)True
B)False
Q5) What are the three major categories of message evaluations?
Q6) What makes measuring the effectiveness of advertisements more problematic?
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