Strategic Communication Exam Materials
Course Introduction
Strategic Communication explores the theories, principles, and practices involved in designing and delivering purposeful communication that advances organizational, corporate, or public objectives. The course covers topics such as message development, audience analysis, media selection, and campaign planning, emphasizing the integration of communication tactics across various platforms to maximize effectiveness. Students are introduced to case studies and real-world scenarios to understand how communication strategies are formulated and executed in response to complex challenges. By the end of the course, learners will have developed the skills necessary to create and evaluate strategic communication plans tailored to diverse organizational goals and audiences.
Recommended Textbook
Advertising and IMC Principles and Practice 9th Edition by Sandra Moriarty
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Page 2
Chapter 1: The New World of Marketing Communication
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Sample Questions
Q1) The sponsor is identified in an advertising message.
A)True
B)False
Answer: True
Q2) How is public service advertising different from brand advertising?
Answer: Public service advertising does not seek to develop a brand identity or image, which is the aim of brand advertising. Instead, public service advertising is typically created pro bono (free of charge)and is aired or printed for free; the message is on behalf of a good cause, such as stopping drunk driving or child abuse.
Q3) Define advertising.
Answer: Advertising is paid persuasive communication that uses mass and interactive media to reach broad audiences in order to connect an identified sponsor with a target audience.
Q4) Direct-response advertising tries to stimulate a sale directly.
A)True
B)False
Answer: True
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3
Chapter 2: Integrated Brand Communication
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Sample Questions
Q1) The percentage of the total sales in a product category that a particular brand has is called the brand's ________.
A)position
B)market segment
C)distribution
D)share of market
E)exchange
Answer: D
Q2) Of the following, which method of adding value to a product is mostly psychological?
A)branding
B)quality
C)features
D)convenience
E)service
Answer: A
Q3) An IMC program is more complex than a traditional advertising plan.
A)True
B)False
Answer: True
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Chapter 3: Brand Communication and Society
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Sample Questions
Q1) Which of the following federal agencies regulates direct-mail and magazine advertising, as well as lotteries?
A)the U.S. Postal Service
B)the Federal Communications Commission
C)the Food and Drug Administration
D)the U.S. Patent and Trademark Office
E)the Library of Congress
Answer: A
Q2) Which of the following is a term used to describe what happens when Western culture is imposed on others?
A)marketing imposition
B)cultural imposition
C)marketing imperialism
D)demand creation
E)marketing elitism
Answer: C
Q3) A trademark must be registered with the Library of Congress.
A)True
B)False
Answer: False
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Chapter 4: How Brand Communication Works
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Sample Questions
Q1) An ad for CLR bathroom cleaner shows soap scum and grime on a shower wall. The ad demonstrates how one spray is all it takes for CLR to restore everything to a shiny, clean luster. Which component of persuasion is most clearly demonstrated in this ad?
A)attitude
B)argument
C)involvement
D)loyalty
E)trial
Q2) Advances in technology, such as the Internet and cell phone, have helped marketers move from interactive communication to mass communication.
A)True
B)False
Q3) Compare and contrast the cognition and the emotion facets of the the Facets Model of Effects.
Q4) Behavior refers to how consumers respond to information, learn, and understand something.
A)True
B)False
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6
Chapter 5: Segmenting and Targeting the Audience
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Sample Questions
Q1) When an insurance company tailors its promotional messages to show how its products protect people from being devastated by a natural disaster or an accident, the company is appealing to a secondary need on Maslow's Hierarchy of Needs.
A)True
B)False
Q2) Recently, an adventurous millionaire successfully made a dangerous climb in the Himalayas. This gentleman really has all of his basic needs satisfied, and he claims to do the things he does for self-fulfillment and enrichment. According to Maslow's Hierarchy of Needs, which need is this man satisfying?
A)physiological
B)safety
C)belongingness
D)ego
E)self-actualization
Q3) A household differs from a family in that it consists of all those who occupy a dwelling whether they are related or not.
A)True
B)False
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Chapter 6: Strategic Research
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Sample Questions
Q1) A researcher investigating the amount of food waste in the typical four-person family plans to sift through the garbage of a small sample of representative families. This method is an example of a survey.
A)True
B)False
Q2) ________ focuses on message development research, media planning research, and evaluation, as well as information about competitors' advertising.
A)Advertising research
B)Market research
C)Consumer research
D)Strategic research
E)Copy research
Q3) The Survey of Current Business from the U.S. Department of Commerce is an example of ________.
A)qualitative research
B)primary information
C)a trade association report that helps advertisers make better decisions
D)a report developed by a secondary research supplier
E)a government report that helps advertisers make better decisions
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Page 8
Chapter 7: Strategic Planning
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Sample Questions
Q1) Which component of a communication brief states the single-minded thought that the communication will bring to life in a provocative way?
A)communication objective
B)consumer insight
C)creative direction
D)brand imperative
E)proposition or selling idea
Q2) Advertising can affect the way consumers perceive price, availability, and quality, but it cannot solve problems related to the price of the product, availability, or quality.
A)True
B)False
Q3) Sarah is trying to think of ways to better define the marketing problem she is facing. List three "What's going on?" type questions that might be helpful to Sarah in defining the marketing problem.
Q4) Describe how 7-Up, described in "A Matter of Practice," repositioned its brand.
Q5) While working on a campaign plan for a client, Madeleine was given the task of understanding the brand's position within the competitive marketplace. What is a position of a brand?
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Page 9
Chapter 8: Creative Strategy
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Sample Questions
Q1) An ad for a new convection oven shows a busy professional woman serving dinner to her family. The convection oven is seen in the background, and the headline reads, "The latest development in time travel." This objective of this message was most likely to
A)create believability
B)resonate
C)inform
D)teach
E)remind
Q2) What is one of the main goals of reminder advertising?
A)maintain customer relationships
B)build brand preference
C)correct false impressions
D)inform the market of a price change
E)restore company image
Q3) When would a marketer most likely use a message that informs?
Q4) A formal method of evaluating the effectiveness of an ad, either in draft form or after it has been used, is called copytesting.
A)True
B)False
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Chapter 9: Copywriting
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Sample Questions
Q1) Which type of direct-action headline politely tells the reader to do something?
A)assertion
B)command
C)how-to head
D)association
E)news announcement
Q2) Commercials shot outside the studio are said to be filmed ________, which means the entire crew and cast are transported somewhere away from the studio.
A)off frame
B)on camera
C)on location
D)off location
E)off camera
Q3) Which of the following is NOT a type of direct-action headline?
A)news announcement
B)association
C)command
D)how-to head
E)assertion
Q4) What is a major advantage of newspaper advertising?
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Chapter 10: Visual Communication
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Sample Questions
Q1) Which of the following is NOT considered a process color?
A)black
B)magenta
C)cyan
D)yellow
E)brown
Q2) Because users can create their own paths through a website, designers have to make sure that their sites have clear ________.
A)URLs
B)networks
C)sequencing
D)navigation
E)pop-ups
Q3) Explain the two ways videographers and photographers handle composition.
Q4) The ________ develops the storyboard and establishes the look of the commercial.
A)copywriter
B)art director
C)producer
D)director
E)arranger
Page 12
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Chapter 11: Media Basics
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Sample Questions
Q1) Facebook and Twitter are both examples of ________.
A)broadcast media
B)branded entertainment
C)guerilla marketing
D)social media
E)traditional media
Q2) ________ are people or companies that sell space and time for a variety of media.
A)Media salespeople
B)Media reps
C)Media buyers
D)Media researchers
E)Media distributors
Q3) A ________ identifies the best media to use to deliver an advertising message to a targeted audience and is a subsection within an advertising plan.
A)media impression
B)media vehicle
C)gross impression plan
D)media plan
E)message plan
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Page 13
Chapter 12: Traditional Media
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Sample Questions
Q1) National advertisers sometimes buy local advertising on a city-by-city basis using spot buys.
A)True
B)False
Q2) Newspapers are primarily used by advertisers trying to reach a national market.
A)True
B)False
Q3) Outdoor advertising includes everything from billboards to hot air-balloons, including ads on buses; posters on walls, telephone booths, and shopping kiosks; painted semi-trucks; taxi signs; and skywriting.
A)True
B)False
Q4) Currently, there are six national, over-the-air television networks in the United States: ABC, CBS, NBC, Fox, WB, and UPN.
A)True
B)False
Q5) Name and describe the three major types of radio advertising.
Q6) What advantages do the Yellow Pages bring to consumers and sellers?
Q7) Explain the three main types of newspaper advertising.
Page 14
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Chapter 13: Digital Media
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Q1) Talbots wants to increase its Internet advertising. Name and describe three of the six types of Internet advertising available.
Q2) Carla knows that the Internet has existed for many years but has become viable for e-business in only the last 12 years or so. What information interface was developed in the early 1990s that allowed people to access the Internet through an easy-to-use graphical format?
A)Interconnects
B)superstitials
C)cookies
D)World Wide Web
E)search engines
Q3) The World Wide Web is a linked system of international computer networks.
A)True
B)False
Q4) Briefly compare and contrast blogs and Twitter.
Q5) One disadvantage of Internet advertising is that it is relatively expensive, often making it prohibitive for a small company.
A)True
B)False
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Chapter 14: Media Planning and Buying
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Q1) Name and describe the information sources media planners use in developing a media plan.
Q2) When is NOT advisable to use radio in the media plan?
A)A local business wants to reach a local market.
B)There is a need to demonstrate the product.
C)There is a want to build frequency.
D)The ad is a reminder message.
E)The target audience aligns with certain types of music.
Q3) Average frequency gives the planner the best picture of the plan's performance.
A)True
B)False
Q4) Jamie is a media planner for an advertising agency. The guiding principle he uses to determine a client's media plan is that advertising is most effective when it reaches the right people at the right time with the right message. What concept is this principle based on?
A)marketing concept
B)maximization concept
C)touch point concept
D)aperture concept
E)contact point concept
Page 16
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Chapter 15: Public Relations
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Sample Questions
Q1) ________ include press releases, press conferences, and media tours.
A)Internal media
B)External media
C)Controlled media
D)Uncontrolled media
E)Semicontrolled media
Q2) A manufacturer of toilet tissue sent its brand mascot to help refurbish restrooms at fairgrounds across the country. As part of this project, each restroom was to provide fairgoers with a clean oasis featuring aromatherapy, soothing music, constant maintenance, and premium toilet tissue. Newspaper articles about the company's role in making restrooms inviting are an example of ________.
A)corporate advertising
B)cause marketing
C)issue management
D)publicity
E)sponsorship
Q3) Angela is starting the planning phase of a public relations campaign for a client. Explain where she should start.
Q4) Identify the public relations tool used for Tony's birthday celebration.
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Chapter 16: Direct-Response
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Q1) Which of the following statements about direct marketing customers is true?
A)The more recently customers bought from a company, the less likely they are to buy again.
B)The less money customers recently spent buying from a company, the more likely they are to buy again.
C)The less frequently customers have bought from a company, the more likely they are to buy again.
D)The more money customers recently spent buying from a company, the less likely they are to buy again.
E)The more frequently customers have bought from a company, the more likely they are to buy again.
Q2) Which type of agency is responsible for making sure consumers receive whatever they request in a timely manner, be it a catalog, additional information, or the product itself?
A)advertising agency
B)independent agency
C)service firm
D)fulfillment house
E)U.S. Postal Service
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Chapter 17: Promotions
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Q1) The chief reasons for the growth of sales promotion are the pressure for short-term profits and the need for accountability.
A)True
B)False
Q2) When two companies come together to offer a product, the effort is called
A)co-branding
B)sponsorship
C)cross promotion
D)tie-in marketing
E)continuity marketing
Q3) ________ means building a product's marketing program around a sponsored event, such as the Olympics or a golf tournament.
A)Event marketing
B)Sports marketing
C)Co-marketing
D)Co-branding
E)Tie-in marketing
Q4) Compare and contrast the trade promotions of bonuses and dealer loaders.
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Chapter 18: The Imc Umbrella
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Q1) The execution of a global campaign is usually no more complex than a national plan.
A)True
B)False
Q2) With respect to general business and trade publications, ________ publications are directed to people who hold different positions in a particular industry.
A)multi-level
B)horizontal
C)vertical
D)internal
E)external
Q3) Discounters like Target and Walmart use a(n)________ strategy that suggests they offer the best quality for that price level.
A)cross-functional
B)development
C)off-price
D)price-value
E)less-for-less
Q4) Name six retail advertising objectives.
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Page 20
Chapter 19: Evaluation of Effectiveness
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Q1) Accurately measuring the mobile audience of outdoor advertising is fairly easy as one would merely have to count passing cars.
A)True
B)False
Q2) Public relations programs are evaluated in terms of output and outcomes. Explain what this means and discuss three measures of each.
Q3) Idea testing compares the effectiveness of various creative ideas.
A)True
B)False
Q4) A type of memory test in which respondents are asked to report what they remember from the ad about the brand is known as a(n)________ test.
A)recall
B)recognition
C)persuasion
D)likability
E)attitude
Q5) Discuss the use of scanners and scanner research.
Q6) What were the three objectives of the UPS campaign described in the chapter?
Q7) Explain tracking studies and the practice of brand tracking.
Page 21
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