Business Communication Exam Practice Tests
Course Introduction
Business Communication explores the principles and practices essential for effective communication within and between organizations. This course covers a range of communication forms including written, oral, and digital methods, with an emphasis on clarity, conciseness, and professionalism. Students will learn to craft various business documents such as emails, memos, reports, and presentations, while also developing skills in interpersonal communication, active listening, negotiation, and conflict resolution. Through practical exercises and case studies, students will enhance their ability to convey ideas, facilitate teamwork, and contribute to the achievement of organizational goals in diverse professional environments.
Recommended Textbook
Canadian Advertising in Action 10th Edition by
Keith J. Tuckwell
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14 Chapters
1537 Verified Questions
1537 Flashcards
Source URL: https://quizplus.com/study-set/2073 Page 2
Chapter 1: Advertising in a Marketing Communications Environment
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109 Verified Questions
109 Flashcards
Source URL: https://quizplus.com/quiz/41243
Sample Questions
Q1) The United Way's campaign about helping the homeless is an example of A) consumer advertising
B) retail advertising
C) advocacy advertising
D) direct-response advertising
E) end-product advertising
Answer: C
Q2) The critical time for marketing communications in the product life cycle is during A) the mature stage
B) the introduction and growth stages
C) the introduction stage
D) the growth stage
E) the mature and decline stages
Answer: B
Q3) A big challenge for advertisers is to convince people to use traditional rather than new media.
A)True
B)False
Answer: False
Page 3
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Chapter 2: The Advertising Industry
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109 Verified Questions
109 Flashcards
Source URL: https://quizplus.com/quiz/41244
Sample Questions
Q1) The internet and mobile communications fall under which media category?
A) broadcast
B) print
C) out of home
D) direct response
E) digital
Answer: E
Q2) The largest agency network in Canada is
A) MDC Partners
B) Maritz Canada
C) Cossette Communication Group
D) Carlson Marketing
E) Nurun
Answer: C
Q3) Management of the advertising function usually falls under the jurisdiction of the marketing department in the client's organization.
A)True
B)False
Answer: True
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Page 4
Chapter 3: Consumer Behaviour Concepts and Target Marketing
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110 Verified Questions
110 Flashcards
Source URL: https://quizplus.com/quiz/41245
Sample Questions
Q1) Many important consumer decisions are based on
A) the real self and the self-image
B) significant exposure
C) the looking-glass self and the ideal self
D) the intellectual self
E) screened-out messages
Answer: C
Q2) Explain geographic segmentation and provide an example of how a current advertiser is using this strategy effectively.
Answer: Geographic segmentation refers to the division of a market into smaller geographic units.The region with the most obvious differences to the rest of Canada is Quebec,whose language and cultural characteristics necessitate the use of different marketing and advertising strategies.One brand that has done this successfully is Dr Pepper.In Quebec,the brand is uniquely associated with medicinal attributes.TV commercials and print ads use this association in their messages.For example,in print ads,the signature "Cure the thirst" is successful in appealing to Quebecers.
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5
Chapter 4: Strategic Planning Concepts for Marketing Communications
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110 Verified Questions
110 Flashcards
Source URL: https://quizplus.com/quiz/41246
Sample Questions
Q1) When Bell Canada bought Virgin Mobile Canada for $142 million,this was an example of:
A) a penetration strategy
B) a strategic alliance
C) a divestment strategy
D) an acquisition strategy
E) consolidation
Q2) Public relations cannot play a key role in launching a new product.
A)True
B)False
Q3) A psychographic profile includes information about the target audience's A) purchase behavior
B) interests
C) competitive response
D) ethnic background
E) education
Q4) Why is experiential marketing (events and sponsorships)becoming more important?
Q5) In contrast to corporate plans,marketing plans are very specific in nature. A)True
B)False
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Chapter 5: Creative Planning Essentials
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109 Verified Questions
109 Flashcards
Source URL: https://quizplus.com/quiz/41247
Sample Questions
Q1) What insights are gathered during pre-testing? How do these differ from insights gathered during post-testing?
Q2) Explain why production requirements are often determined by the media budget.
Q3) The client compiles a document containing vital information about the advertising task at hand.This is often referred to as the mission statement.
A)True
B)False
Q4) To stimulate trial purchase of a product,quite often an advertising campaign will include
A) head-to-head advertising
B) new media
C) a change to a boutique agency
D) an increase in point of sale
E) coupon incentives
Q5) During the introductory and early growth stages of a product's life cycle,it can be challenging to convince people to try the product out for the first time.How is advertising sometimes used to encourage trial purchase?
Q6) What is the purpose of the creative brief?
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Chapter 6: Design,layout,and Production
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110 Verified Questions
110 Flashcards
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Sample Questions
Q1) Nike's "Just do it" is an example of
A) a headline
B) body copy
C) a subhead
D) a signature
E) short copy
Q2) Does purchase value of a product have a bearing on copy length? Explain.
Q3) A research study conducted by Perception Research Services states that individuals who see an outdoor board are likely to be drawn to the name of the product.This has been measured at
A) 45%
B) 81%
C) 68%
D) 75%
E) 52%
Q4) What makes good copy and layout? Discuss some tried and true tips discussed in this chapter.
Q5) In television,30-second spots outperform 60-second spots.
A)True
B)False
8
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Chapter 7: Media Planning Essentials
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110 Verified Questions
110 Flashcards
Source URL: https://quizplus.com/quiz/41249
Sample Questions
Q1) What is a build-up schedule?
Q2) Which of the following publications would most likely be used in a "rifle" strategy?
A) Time Magazine
B) Chatelaine Magazine
C) Ski Canada Magazine
D) Canadian Geographic Magazine
E) Globe and Mail newspaper
Q3) The total,unduplicated audience potentially exposed one or more times to an advertiser's messages during a given time period is referred to as
A) reach
B) impressions
C) continuity
D) flexibility
E) frequency
Q4) Reach is the total area covered by one radio or television station.
A)True
B)False
Q5) Describe a selective coverage plan.Provide an example.
Q6) What is a concentrated media strategy and what are its advantages?
Page 9
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Chapter 8: Print Media: Newspapers and Magazines
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110 Verified Questions
110 Flashcards
Source URL: https://quizplus.com/quiz/41250
Sample Questions
Q1) A hooker,also called a tag,identifies local retailers where the product can be purchased.
A)True
B)False
Q2) When advertisers agree to purchase space in consecutive issues of a magazine they are offered a
A) short rate
B) corporate discount
C) transient rate
D) frequency discount
E) continuity discount
Q3) Circulation is defined as the average number of copies per issue of a publication that are sold by subscription only.
A)True
B)False
Q4) The profiles and consumer behaviour characteristics of newspaper readers are compiled by an industry-sponsored measurement organization called NADbank Inc.
A)True
B)False
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Chapter 9: Broadcast Media: Television and Radio
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110 Verified Questions
110 Flashcards
Source URL: https://quizplus.com/quiz/41251
Sample Questions
Q1) Describe the potential discounts available to radio advertisers.
Q2) What impact will the growing penetration of specialty networks have on the future of advertising?
Q3) Local clients such as a neighbourhood restaurant or grocery store are attracted to radio because of
A) ease of coordination
B) audience fragmentation
C) message retention
D) national coverage
E) low cost
Q4) Radio attracts the greatest number of listeners
A) during the 6 p.m. news
B) during late night programming
C) in the morning
D) during the afternoon rush-hour
E) at lunch hour
Q5) What is clutter and how can it be a disadvantage to television as an advertising medium?
Q6) What advantages can radio offer a local retail advertiser like a corner grocery store?
Page 11
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Chapter 10: Out-Of-Home Media
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110 Verified Questions
110 Flashcards
Source URL: https://quizplus.com/quiz/41252
Sample Questions
Q1) Street-level advertising can help reach consumers in hard-to-target urban areas.Explain.
Q2) Media space is purchased on the basis of the advertising weight level desired by the advertiser,expressed in terms of
A) frequency
B) market size
C) reach
D) cost per thousand
E) gross rating points
Q3) Many forms of out-of-home advertising actually reach the consumer when they are in a position to make a buying decision.
A)True
B)False
Q4) Spectaculars can be an example of airport display advertising.
A)True
B)False
Q5) Transit advertising has the flexibility of using longer copy.
A)True
B)False
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Chapter 11: Direct-Response Media
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110 Verified Questions
110 Flashcards
Source URL: https://quizplus.com/quiz/41253
Sample Questions
Q1) Infomercials can last for up to 90 minutes..
A)True
B)False
Q2) Co-operative direct mail has proven to be one of the most effective forms of print media for
A) increasing telephone inquiries
B) generating responses to coupons
C) driving website traffic
D) generating trial purchases
E) selling expensive automobiles
Q3) Explain the advantages and disadvantages of a solo direct mail strategy.
Q4) When numerous lists are purchased,they are often combined and stripped of duplicate names through this process:
A) response listing
B) compiling
C) list brokering
D) house listing
E) merge/purge
Q5) Name and briefly describe at least three major forms of direct response advertising.
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Chapter 12: Interactive Communications
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110 Verified Questions
110 Flashcards
Source URL: https://quizplus.com/quiz/41254
Sample Questions
Q1) Proctor and Gamble recognizes the value of online advertising and allocates percent of their marketing budget to it.
A) 25-35
B) 50-60
C) 75-85
D) 40-45
E) 90-95
Q2) Conversation reach is based on visitors per year.
A)True
B)False
Q3) Clickthrough refers to the number of times users click on a banner ad.
A)True
B)False
Q4) Kraft Canada commits to an extended relationship with TSN.ca for the annual Kraft Celebration Tour.This is an example of a
A) leaderboard
B) permission-based e-mail
C) sponsorship
D) podcast
E) banner ad
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Chapter 13: Sales Promotion
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110 Verified Questions
110 Flashcards
Source URL: https://quizplus.com/quiz/41255
Sample Questions
Q1) Trade shows are organized each year by an industrial association to demonstrate the latest products of member manufacturers.
A)True
B)False
Q2) A trade allowance is when a consumer returns a product and wishes to purchase something of more value.
A)True
B)False
Q3) A game contest (or instant win)is a promotion vehicle that includes a number of
A) seasons
B) predetermined winning tickets
C) market segments
D) different competitors
E) sports
Q4) Evaluating the financial impact of a coupon offer includes A) interest rates
B) handling costs
C) creative costs
D) free samples
E) advertising costs
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Chapter 14: Public Relations and Experiential Marketing
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110 Verified Questions
110 Flashcards
Source URL: https://quizplus.com/quiz/41256
Sample Questions
Q1) Opportunities to communicate newsworthy information about a product or service include
A) a minor price reduction
B) a new advertising campaign
C) a new spin on an old benefit
D) a desire to sell more products
E) the launch of a new product
Q2) What is a borrowed-interest strategy? Give an example.
Q3) At the product level,publicity is used to launch goods.
A)True
B)False
Q4) Essentially,publicity must be newsworthy; what may seem like news to a company may not be news to the media.
A)True
B)False
Q5) Giving a product free to trendsetters who,in turn,influence others to hopefully purchase it is called product seeding.
A)True
B)False
Q6) What role would public relations play in a new product introduction?
Page 16
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