Business Communication Exam Preparation Guide
Course Introduction
Business Communication explores effective strategies and techniques for conveying ideas and information within and outside of organizations. The course covers various forms of communication, including written, verbal, nonverbal, and digital channels, with an emphasis on clarity, conciseness, and professionalism. Students will learn how to craft business documents, deliver presentations, engage in negotiations, and navigate intercultural communication scenarios. By the end of the course, students will develop the skills to communicate confidently and persuasively in a variety of business contexts.
Recommended Textbook
Advertising and Promotion An Integrated Marketing Communications Perspective 8th Edition by
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Page 2
Chapter 1: An Introduction to Integrated Marketing Communications
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112 Verified Questions
112 Flashcards
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Sample Questions
Q1) An internal situation analysis looks at all of the following EXCEPT:
A)competitive analyses
B)corporate and brand image analyses
C)organization of the promotional department
D)results of the firm's previous promotional programs
E)ability of the firm to implement new promotional programs
Answer: A
Q2) How does advertising differ from publicity?
A)Advertising is done by manufacturers,and publicity is done be retailers.
B)Advertising is personal,and publicity is nonpersonal in nature.
C)Advertising is paid for by the sponsoring organization,and publicity is not.
D)Advertising is never institutional ,and publicity usually is institutional in character.
E)Advertising typically utilizes mass media,and publicity does not.
Answer: C
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3
Chapter 2: The Role of Imc in the Marketing Process
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Sample Questions
Q1) Which of the following is NOT a variable commonly employed in the segmentation of industrial markets?
A)lifestyle
B)geographic
C)demographic
D)buying condition
E)nature of good
Answer: A
Q2) Unisys Corporation engaged in a multi-million dollar campaign to alter its perceptions among many of its customers that it was simply a hardware manufacturer.Unisys wants customers to see it as a services and technology provider.Unisys was:
A)using a repositioning strategy
B)segmenting the market in new,more profitable ways
C)adopting a concentrated strategy
D)adopting an undifferentiated strategy
E)employing lifestyle segmentation
Answer: A
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4
Chapter
Role of Ad Agencies and Other Marketing Communication Organizations
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104 Flashcards
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Sample Questions
Q1) A study by the Corporate Executive Board's Advertising and Marketing Roundtable found:
A)consumers are more interested in integrated marketing communications
B)clients prefer full service agencies over brokered advertising services
C)situational factors are creating a promotional overlay effectively synthesizing
D)integrated marketing communications in most organizations
E)marketers are using numerous partners to access the special talents and expertise
F)needed
G)advertising is replacing marketing as the most effective incentive-based qualitative
H)system
Answer: E
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Chapter 4: Perspectives on Consumer Behavior
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Sample Questions
Q1) The perception process whereby consumers interpret information based on their own attitudes,beliefs,motives and experiences is known as:
A)selective attention
B)selective exposure
C)selective comprehension
D)selective retention
E)subliminal perception
Q2) According to those who believe in subliminal advertising,effective symbols,such as skulls and cross bones,phallic symbols and words such as "sex",are embedded in the ads.The use of these symbols to stimulate consumers' motives would receive support from _____ theory.
A)cognitive
B)reinforcement
C)behavioral learning
D)psychoanalytical
E)operant learning
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Chapter 5: The Communication Process
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Sample Questions
Q1) An ad for The Peabody Hotel in Memphis,Tennessee,has an 800-number people can call if they are interested in reserving rooms at the hotel or knowing more about the hotel.One way to determine the effectiveness of this ad is to count the number of phone calls it receives in response to its ad.This response count is an example of:
A)feedback
B)encoding
C)noise filtering
D)noise blocking
E)decoding
Q2) Which of the following would be an example of an advertising message?
A)a radio commercial telling you to why you should fly to Florida on Delta Airlines
B)a print ad explaining a sweepstakes in which the winner will receive a walk-on role on an NBC soap opera
C)a print ad for DeBeers diamonds with a picture of a woman wearing a diamond necklace and the DeBeers name
D)a television ad that tells you to watch the next episode of Grey's Anatomy
E)all of the above
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Page 7
Chapter 6: Source,message,and Channel Factors
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Sample Questions
Q1) The Potato Board ran ads recognizing the perception held by many people that potatoes are fattening but then presenting information countering this belief.This is an example of:
A)conclusion drawing
B)a fear appeal
C)a refutational appeal
D)a humorous appeal
E)an affective conclusion
Q2) The use of corporate leaders as spokespersons for a company improves the message source's:
A)expertise and attractiveness
B)power and compliance
C)attractiveness,power,and expertise
D)compliance,contiguity,and image
E)credibility and image
Q3) Humor is more commonly used and is typically more effective with _____ products.
A)low-involvement,thinking
B)high-involvement,thinking
C)low-involvement,feeling
D)high-involvement,feeling
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Chapter 7: Establishing Objectives and Budgeting for the Promotional Program
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122 Flashcards
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Sample Questions
Q1) According to the DAGMAR model,a good communications objective does NOT:
A)target an aggregated market
B)specify a time period during which the objective must be accomplished
C)indicate a benchmark starting point
D)specify degree of change sought
E)specify a specific target audience
Q2) Which of the following statements best describes the relationship between marketing and communications objectives?
A)Marketing objectives and communications objectives are synonymous.
B)Marketing objectives evolve from communication objectives.
C)Communications objectives are derived from marketing objectives.
D)For a successful campaign,communications objectives can be developed before or after the development of marketing objectives.
E)There is no relationship between the two.
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9
Chapter 8: Creative Strategy: Planning and Development
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Sample Questions
Q1) Many companies are willing to spend hundreds of millions of dollars each year on creative advertising because:
A)they believe strongly in competitive parity
B)they realize marketing success is unrelated to their creative advertising effort
C)good creative strategy and execution are often critical to the success of a product or service
D)they want to win creative awards in order to respond to the intangibility and homogeneity characteristics of service
E)the development of good creative strategy is a science and is explained by marketing research
Q2) ____ is a series of drawings used to present the visual plan or layout of a commercial along with a description of the audio for each scene.
A)animatic
B)rough layout
C)storyboard
D)creative map
E)copy platform
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Chapter 9: Creative Strategy: Implementation and Evaluation
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Sample Questions
Q1) An ad for Calloway Gardens Resort stresses the different forms of recreation available to visitors to the resort. This is an example of a(n) _____ appeal.
A)news
B)favorable price
C)feature
D)popularity
E)emotional
Q2) The physical arrangement of the various parts of an ad including headlines,subheads,illustrations,body copy and identifying marks is known as:
A)the narrative style
B)visualization
C)copy writing
D)art direction
E)a layout
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11
Chapter 10: Media Planning and Strategy
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Sample Questions
Q1) Seasonal products such as Mother's Day cards and Valentine candy would best make use of which scheduling alternative?
A)weighted ratings
B)market share
C)flighting
D)pulsing
E)continuous
Q2) _____________________ is an external factor that may influence the determination of media strategy.
A)Administrative capabilities
B)Competitive factors
C)Size of the media budget
D)How tasks are delegated with the agency
E)All of the above
Q3) report?
A)sales growth
B)lifestyle information
C)demographic information
D)a breakdown by light,medium and heavy users
E)all of the above are included
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Chapter 11: Evaluation of Broadcast Media
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Sample Questions
Q1) In order to get advertising time on the most popular shows,major television advertisers such as Coca-Cola,Ford,General Motors and State Farm are generally forced by the biggest agencies to participate in the _____ market.
A)up-front
B)continual
C)scatter
D)interconnected
E)local
Q2) The buying period for television advertising time that runs throughout the television season is known as the _____ market.
A)up-front
B)continual
C)scatter
D)interconnected
E)local
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Chapter 12: Evaluation of Print Media
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145 Flashcards
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Sample Questions
Q1) Which of the following industries spends most of its advertising media budget in magazines since it is prohibited from advertising in broadcast media?
A)beer
B)tobacco
C)lingerie
D)toiletries
E)pharmaceuticals
Q2) Magazine advertisements that extend to the end of the page rather than leaving a margin around the ad are called:
A)gatefolds
B)bleed pages
C)maximum coverage ads
D)overruns
E)total page ads
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Page 14
Chapter 13: Support Media
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Sample Questions
Q1) A whiskey distillery wants to advertise in an in-flight commercial.What are the advantages associated with using this form of in-flight advertising?
A)lack of clutter
B)low wearout
C)high attention from target audience
D)a captive audience
E)all of the above
Q2) The strategy behind place-based media is to:
A)bring the advertising media to the consumer
B)use the place element of the marketing mix to impact advertising
C)use mobile billboards
D)create a media vehicle that leads in its ability to attract and retain consumer attention
E)provide places that are free of clutter from contemplation of ads
Q3) Which of the following is an advantage of outdoor advertising?
A)no waste coverage
B)ease of measurement of audience size
C)wide coverage of local markets
D)low costs
E)slow wearout
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Page 15
Chapter 14: Direct Marketing
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Sample Questions
Q1) Databases are used:
A)to improve the selection of market segments
B)to assist in the stimulation of repeat purchases
C)to create transactional sales
D)as the foundation from which direct marketing programs evolve
E)in all of the above ways
Q2) To purchase cookware,music CDs,and exercise videos advertised on television consumers are asked to call a toll-free telephone number.Viewers are instructed to have their credit cards handy when they call to place the order.This form of direct marketing is referred to as:
A)outbound telemarketing
B)videotext
C)the one-step approach
D)the two-step approach
E)support marketing
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16
Chapter 15: The Internet and Interactive Media
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Sample Questions
Q1) To get retail florists to use its Web site for ordering shop supplies,an Internet seller enters every retailer who places an order during a specified period of time in a sweepstakes.The winner of the sweepstakes receives a $1,000 check and gets his or her picture in the next issue of the trade's leading journal.The sweepstakes is promoted in several trade journals aimed at those in the floral business.This is an example of how the Internet can be used in combination with _____ in an integrated marketing communications program.
A)publicity and sales promotion
B)personal selling,publicity,sales promotion,and advertising
C)trade promotion and advertising
D)sales promotion,advertising,and public relations
E)advertising,consumer promotion,and personal selling
Q2) The "Catch-22" for social network sites is the more popular they become:
A)the greater the potential for spam
B)the less influence they have on participants
C)the more business-to-business marketers will want to participate
D)the popular they are to advertisers and less popular to members
E)the greater the use of direct selling
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Chapter 16: Sales Promotion
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161 Flashcards
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Sample Questions
Q1) Which of the following promotions is targeted toward the trade rather than consumers?
A)spiffs
B)coupons
C)premiums and sweepstakes
D)bonus packs
E)all of the above
Q2) Kellogg's promoted a Bart Simpson watch to consumers who mailed in $2.95 and 3 UPCs from boxes of Kellogg's cereal.The appearance of Bart Simpson on the watch and not the Kellogg's logo would:
A)detract from the consumer franchise building value of the promotion
B)create problems in supply and demand
C)make inventory forecasting easier
D)fully support Kellogg's in its consumer franchise building promotion
E)make it unnecessary for Kellogg's to run a nonfranchise building promotion
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18
Chapter 17: Public Relations,Publicity,and Corporate Advertising
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Sample Questions
Q1) Which of the following is a criticism commonly applied to corporate advertising?
A)poor vehicle for repositioning a company or a brand
B)does not take advantage of any benefits derived from public relations
C)not effective at reaching the target market
D)questionable effectiveness
E)all of the above
Q2) From a marketer's perspective,the unfortunate part of negative publicity is it can occur as a result of factors beyond the control of the company and:
A)for reasons the company might never anticipate
B)as result in increased advertising effectiveness
C)result in reduced censorship guidelines
D)cause an increase in online advertising
E)create increased exit audits
Q3) To be effective image advertising also requires:
A)quality products
B)sound financial practices
C)good corporate citizenship
D)innovation
E)All of the above
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Chapter 18: Personal Selling
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Sample Questions
Q1) What does it mean when salespeople are described as having poor reach?
A)They engage in too much waste coverage.
B)They lack product knowledge needed to close the sale.
C)They are unable to expose everyone in the target market to their sales message.
D)Wearout commonly occurs when salespeople make more than three sales calls on the same prospect.
E)The cost per exposure to the sales message is high.
Q2) By servicing an account and by cooperating and empathizing with clients,salespeople are engaging in _____ activities on behalf of their firm.
A)sales promotion
B)advertising
C)public relations
D)direct marketing
E)telemarketing
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Chapter 19: Measuring the Effectiveness of the Promotional Program
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Sample Questions
Q1) .If the mattress manufacturer wanted to test how effective she was at reaching the company's target market,it would evaluate:
A)source factors
B)feedback mechanisms
C)message variables
D)budgeting decisions
E)media strategies
Q2) Measures of the effectiveness of sponsorships can be categorized as:
A)recall or recognition tests
B)either exposure-based or tracking measures
C)physiological measures or psychological measures
D)field or laboratory tests
E)posttest or pretest
Q3) ?
A)Provide measurements that are relevant to the objectives of the advertising.
B)Realize that the copy should be valid and that reliability may be too costly to guarantee.
C)Provide controls to avoid the biasing effects of the ad content.
D)Use a convenience sample.
E)Realize that a single measurement is adequate to assess an ad's performance.
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Chapter 20: International Advertising and Promotion
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Sample Questions
Q1) _____ is a marketing approach that assumes the needs satisfied by a product or service and the way it is used are the same everywhere in the world,and therefore utilizes a common marketing approach in all countries.
A)Global marketing
B)Universal marketing
C)Localized marketing
D)Nationalized marketing
E)Countertrading
Q2) Which of the following is NOT a part of the economic environment of a foreign country?
A)stage of economic development
B)economic infrastructure
C)currency stability
D)exchange rates
E)age distribution of the population
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22
Chapter 21: Regulation of Advertising and Promotion
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Sample Questions
Q1) The Magnuson-Moss Act of 1975:
A)defined commercial speech
B)provides for the review and evaluation of all child-directed advertising
C)defined the requirements for advertising substantiation
D)is concerned with the misrepresentation of premiums when used in sales promotions
E)dealt with consumers' rights regarding product warranties
Q2) Which of the following is a common complaint about the self-regulation of advertising?
A)The NAD/NARB has a limited budget and staff.
B)It often takes the National Advertising Division a long time to resolve a complaint.
C)Self-regulation is viewed as being self-serving to the advertising industry.
D)Self-regulation lacks the power and authority to be a viable alternative to government regulation.
E)All of the above are common complaints about the self-regulation of advertising.
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23
Chapter 22: Evaluating the Social,Ethical,and Economic
Aspects of Advertising and Promotion
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Sample Questions
Q1) Critics of advertising claim advertising makes consumers buy things they do not need use,but its proponents argue that:
A)this charge attributes too much power to the power of advertising to make consumers do things against their will
B)this charge ignores the fact consumers have the freedom to make up their own minds and make their own choices when confronted with advertising
C)if this charge is correct,products with multimillion-dollar advertising budgets should not fail--but the reality is many do
D)because many of our lower level needs are satisfied,it is natural that consumers might buy products that are advertised as appealing to the satisfaction of higher order needs
E)all of the above are valid arguments against the charge that advertising makes consumers buy things they do not need
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