Business Communications
Chapter Exam Questions
Course Introduction
Business Communications is a foundational course that explores the principles and techniques of effective communication within a business environment. Students learn to craft professional messages, including emails, proposals, reports, and presentations, while considering audience, purpose, and context. The course emphasizes both written and oral communication skills, intercultural competence, and the use of digital media. Through practical exercises and real-world scenarios, students develop the ability to convey complex information clearly, collaborate in teams, and understand the impact of communication on organizational success.
Recommended Textbook
Integrated Advertising Promotion and Marketing Communications 4th Edition by Kenneth E. Clow
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15 Chapters
3172 Verified Questions
3172 Flashcards
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Page 2
Chapter 1: Integrated Marketing Communications
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138 Verified Questions
138 Flashcards
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Sample Questions
Q1) Michelle is trying to tutor George,but a stereo is playing loudly in the room next door,making it difficult to concentrate.This is an example of:
A) feedback disruption
B) noise
C) encoding design
D) a contact point
Answer: B
Q2) Predicting purchasing behavior of customers is more accurate today because of:
A) increased use of credit cards
B) the UPC bar coding system and point-of-purchase systems
C) the shift of power to retailers and consumers
D) the ability of advertisers to accurately measure how many people watch or see advertisements
Answer: B
Q3) Promotional tools include trade promotions,consumer promotions,database marketing,personal selling,and advertising.
A)True
B)False
Answer: False
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Page 3
Chapter 2: Corporate Image and Brand Management
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198 Verified Questions
198 Flashcards
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Sample Questions
Q1) Gucci has the image of being a high fashion brand.
A)True
B)False
Answer: True
Q2) An overt corporate name reveals what the company does.
A)True
B)False
Answer: True
Q3) The joint venture of two or more brands into a new good or service is:
A) ingredient branding
B) cooperative branding
C) complementary branding
D) flanker branding
Answer: B
Q4) A Pillsbury cookie mix featuring Hershey's Chocolate is a form of:
A) flanker branding
B) cooperative branding
C) ingredient branding
D) complementary branding
Answer: C
Page 4
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Chapter 3: Buyer Behaviors
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243 Flashcards
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Sample Questions
Q1) In a buying center,who would say,"Since I'm the one who actually has to use this product,you should listen to me."
A) a user
B) a buyer
C) a decider
D) a gatekeeper
Answer: A
Q2) The following are trends in consumer buyer behavior discussed in the textbook,except:
A) age complexity
B) gender complexity
C) information overload
D) individualism
Answer: C
Q3) Cognitive maps explain the importance of repetition,because most marketing messages are quickly lost in short term memory.
A)True
B)False
Answer: True
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Page 5
Chapter 4: Promotions Opportunity Analysis
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228 Flashcards
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Sample Questions
Q1) In conducting a communications market analysis,an examination of customers should include current company customers as well as potential new customers.
A)True
B)False
Q2) The following are examples of typical marketing communications objectives,except:
A) increase market share
B) increase the number of products offered
C) increase profits
D) increase return on investment
Q3) Coupons,bonus packs,and rebates would be considered forms of communication strategies.
A)True
B)False
Q4) When searching for opportunities in a communication market analysis,a company's marketing team should examine all available data and information about the market.
A)True
B)False
Q5) Describe the difference between strategies and tactics.
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Chapter 5: Advertising Management
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220 Flashcards
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Sample Questions
Q1) The "whole egg theory" developed by Young and Rubicam:
A) heavily utilizes boutique agencies
B) is only offered to small clients
C) is designed to help the client achieve total success
D) is a new type of public relations program
Q2) During the product-specific research phase of advertising planning and research,an agency asks consumers if there are any problems or difficulties with the product.
A)True
B)False
Q3) The leverage point is the:
A) key idea or ideas that an advertisement is to convey
B) key element in an advertisement that taps into or activates a consumer's personal value system
C) design of the advertisement that attracts attention or presents information
D) theme that explains how the message will be delivered
Q4) The first step in selecting an advertising agency is to set and prioritize goals.
A)True
B)False
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Chapter 6: Advertising Design-Theoretical Frameworks and Types of Appeals
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Sample Questions
Q1) Which type of appeal reaches the more creative right side of the brain?
A) rational
B) sex
C) humor
D) emotional
Q2) Severity and vulnerability are key elements in rational advertisements.
A)True
B)False
Q3) In terms of music used in advertisements,the most common method is to use a song that has already been written or a jingle that already exists.
A)True
B)False
Q4) At the Clio Awards ceremony for radio ads,the appeal that wins the most awards tends to be:
A) fear
B) sex
C) humor
D) emotions
Q6) What are the major criticisms of sexuality in advertising? Page 8
Q5) In the behavioral response model,what two elements should a fear ad contain?
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Page 9
Chapter 7: Advertising Design-Message Strategies and
Executional Frameworks
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252 Verified Questions
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Sample Questions
Q1) Showing how Windex makes a dirty window sparkle would be which type of executional framework?
A) dramatization
B) testimonial
C) demonstration
D) illustrative
Q2) Reebok's advertising claim that it is the only shoe using DMX technology,which results in a more comfortable fit,is an example of a(n):
A) generic message strategy
B) preemptive message strategy
C) unique selling point message strategy
D) comparative message strategy
Q3) What four types of sources or spokespersons can advertisers utilize?
Q4) A dramatization execution has a more intense story format than which execution?
A) slice-of-life
B) testimonial
C) resonance
D) conative
Page 10
Q5) Name the executional frameworks advertisers can utilize.
Q6) What are the two types of affective message strategies? Define both.
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Chapter 8: Traditional Media Channels
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Sample Questions
Q1) M & M's primary spokespersons are animated figures.
A)True
B)False
Q2) Which of these media offers the most extensive coverage and the highest reach?
A) radio
B) newspapers
C) television
D) the Internet
Q3) Recency theory is based on the concept of intrusion value.
A)True
B)False
Q4) In terms of business-to-business advertising expenditures,the most dollars are spent on:
A) television
B) the Internet
C) trade journals
D) business publications
Q5) What are the primary benefits of magazine advertising? The primary problems?
Q6) What are the primary benefits of radio advertising? The primary problems?
Q7) Define reach,frequency,continuity,and gross impressions.
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Chapter 9: E-active Marketing
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Sample Questions
Q1) The Internet has changed many aspects of U.S.culture.
A)True
B)False
Q2) Research by ComScore Networks suggests the average visitor to a blog spends over twice as much time online as the average web user that does not visit blogs.
A)True
B)False
Q3) Blogs are a form of word-of-mouth communications.
A)True
B)False
Q4) In interactive marketing,software can be used to analyze an individual's Web activity and then customize marketing communications and marketing offers.
A)True
B)False
Q5) Consumer-generated reviews and discussions can be an important means of reaching the early adopters of a product.
A)True
B)False
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Chapter 10: Alternative Marketing
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Sample Questions
Q1) POP is short for "Place on Page," an Internet advertising term to designate an ad placement.
A)True
B)False
Q2) The benefits to retailers of measuring the impact of POP displays with POS data include all of the following,except:
A) helps retailers decide when to withdraw a particular POP display
B) allows retailers to identify the POP displays with the largest impact on sales
C) allows retailers to compare different POP displays in different stores
D) allows retailers to know which POP displays are effective in attracting customers into the store
Q3) All of the following concepts are associated with guerilla marketing,except:
A) requires energy and imagination
B) designed to obliterate the competition
C) aims messages at individuals and small groups
D) "you marketing," based on how we can help "you"
Q4) What is a branded community and how can a company enhance a community spirit among its owners.
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Chapter 11: Database and Direct Response Marketing
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Sample Questions
Q1) In terms of alternative forms of direct marketing,statement stuffers are materials that are placed with a company's own catalog or direct-mail pieces,such as a record club's catalog.
A)True
B)False
Q2) The primary benefit of database marketing is:
A) the enhancement of customer loyalty
B) higher sales
C) greater profits
D) greater brand parity
Q3) Two common forms of database coding are lifetime value analysis and data mining.
A)True
B)False
Q4) To optimize permission marketing programs,firms must feature:
A) prizes and price discounts
B) regular newsletters
C) entertaining content and account information
D) empowerment and reciprocity
Q5) What are the two types of data mining?
Q6) Identify the various forms of direct response marketing.
Page 15
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Chapter 12: Sales Promotions
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286 Verified Questions
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Sample Questions
Q1) Giving out samples at a site such as a state fair,parade,or sporting event is:
A) direct sampling
B) response sampling
C) cross-ruff sampling
D) selective sampling
Q2) A contest requires the use of a skill while a sweepstakes relies on random chance.
A)True
B)False
Q3) The majority of all coupons are offered:
A) in, on, or near store shelves
B) in, on, or near packages
C) through print media
D) via broadcast media
Q4) A cooperative merchandising agreement is a formal agreement between the retailer and the manufacturer to undertake a two-way marketing effort.
A)True
B)False
Q5) What are the main types of trade allowances? Describe each one.
Q6) What are the three categories of consumers?
Page 16
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Chapter 13: Public Relations and Sponsorship Programs
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Sample Questions
Q1) The unit in the company that manages publicity and other communications with all groups that contact the firm is the:
A) department of communications
B) department of advertising
C) department of specialty events
D) department of public relations
Q2) Giving out samples of Pizza Hut products in conjunction with the debut of a motion picture that was funded by Pizza Hut is an example of:
A) sponsorship marketing
B) event marketing
C) specialty marketing
D) a cross-promotion
Q3) Special interest groups would be considered:
A) internal stakeholders
B) disgruntled employees
C) external stakeholders
D) governmental stakeholders
Q4) Describe event marketing.
Q5) Describe sponsorship marketing.
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Chapter 14: Regulations and Ethical Concerns
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Sample Questions
Q1) What is a trade regulation?
Q2) If a complaint concerning false or misleading advertising is referred to the Better Business Bureau,it would first be heard by the National Advertising Review Board (NARB).
A)True
B)False
Q3) A trade regulatory ruling by the Federal Trade Commission applies to:
A) wholesalers
B) international companies
C) an industry
D) retailers
Q4) Utilitarianism is a means of making decisions based on what is the greatest good for the greatest number of people.
A)True
B)False
Q5) Anyone can file a complaint to the FTC concerning what he or she deems to be a deceptive or misleading advertising or marketing practice.
A)True
B)False
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Chapter 15: Evaluating an Integrated Marketing Program
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Sample Questions
Q1) When an individual is asked to remember what ads he or she saw in a given setting or time period,the test form is called:
A) recall
B) representation
C) behavioral response
D) attitudinal adjustment
Q2) An examination of visible customer actions including making store visits and purchases is called:
A) respondent behavior evaluation
B) pre-testing
C) message evaluation
D) message synthesis
Q3) A purchase simulation test is behavioral approach used to study how consumers end up making buying decisions.
A)True
B)False
Q4) Large size ads are more likely to be recognized than smaller ads.
A)True
B)False
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