Communication Studies
Exam Answer Key
Course Introduction
Communication Studies explores the theories, principles, and practices of human communication in various contexts, including interpersonal, group, organizational, intercultural, and mass communication. Through critical analysis and practical applications, students develop an understanding of how messages are crafted, transmitted, received, and interpreted in both face-to-face and mediated environments. The course emphasizes the development of effective verbal and nonverbal communication skills, ethical considerations, and the role of communication in shaping social interactions, relationships, and communities.
Recommended Textbook
Contemporary Advertising and Integrated Marketing Communications 14th Edition by William Arens
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Page 2
Chapter 1: Advertising and IMC Today
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105 Verified Questions
105 Flashcards
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Sample Questions
Q1) No amount of advertising can win back a customer lost from shoddy products or poor service.
A)True
B)False
Answer: False
Q2) Image advertising, which creates a perception of a company or a personality for a brand, is rarely explicit about price.
A)True
B)False
Answer: True
Q3) What are the various brand message sources in the integration triangle developed by Duncan and Moriarty?
Answer: Planned messages are "say" messages-what companies say about themselves. Product and service messages are "do" messages because they represent what a company does. Unplanned messages are "confirm" messages because that's what others say and confirm (or not) about what the company says and does.
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Chapter 2: The Big Picture: The Evolution of Imc
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Sample Questions
Q1) List the functions and effects of advertising as a marketing tool. Answer: The functions and effects of advertising as a marketing tool are: (1) to identify products and differentiate them from others, (2) to communicate information about the product, its features, and its location of sale, (3) to induce consumers to try new products and to suggest reuse, (4) to stimulate the distribution of a product, (5) to increase product use, (6) to build value, brand preference, and loyalty, and (7) to lower the overall cost of sales.
Q2) Write a short note on the nature of the market in the industrial age in the United States.
Answer: The industrial age started during the second half of the 19th century and lasted well into the 20th. Although ads were created prior to the industrial age, it was not until this period that it can be said that an advertising industry existed anywhere in the world. It was a period marked by tremendous growth and maturation of the country's industrial base. As U.S. industry met the basic needs of most of the population, commodity markets became saturated. Fresh mass markets then developed for the new, inexpensive brands of consumer luxury and convenience goods called consumer packaged goods.
Q3) Which is the first U.S. publication for ad profession?
Answer: Printers' Ink is the first U.S. publication for ad profession.
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Page 4
Chapter 3: The Big Picture: Economic and Regulatory Aspects
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Sample Questions
Q1) The label on a carton of ice cream in a local retail shop read, "Attention Diabetics: Contains carbohydrates naturally occurring in milk, does not contain sucrose". This is an example of _____ and would be important to people who are concerned about maintaining the right blood sugar levels.
A)an affirmative disclosure
B)a testimonial of goodness
C)puffery
D)noise
E)a questionable endorsement
Answer: A
Q2) A socially responsible company is most likely to:
A)act in the interest of the community.
B)view puffery as a persuasive and sustainable means of attracting buyers.
C)view deceptive advertising as a necessary measure to enhance revenues.
D)consciously engage in stereotyping demographic groups in the community.
E)discount social media as an effective means of communicating with the public.
Answer: A
Q3) What is selective demand?
Answer: Selective demand is the demand for a particular brand.
Page 5
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Chapter 4: The Scope of Advertising: From Local to Global
Part Two: Crafting Marketing and Advertising Strategies
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Sample Questions
Q1) Which of the following types of local advertising is most likely to be used by a franchise of a food chain store to recruit new employees?
A)Classified
B)Product
C)Subliminal
D)Institutional
E)Clearance
Q2) The year-in, year-out, day-to-day working relationship is called the _____ stage.
A)prerelationship
B)development
C)maintenance
D)termination
E)transitional
Q3) Some of the nonadvertising services performed by full-service agencies are performing research and selecting media.
A)True
B)False
Q4) What is the function of creative boutiques?
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Chapter 5: Marketing and Consumer Behavior: The
Foundations of Advertising
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Sample Questions
Q1) Johann buys an expensive microwave oven for his wife from an online retailer. After having made the purchase, he begins to wonder whether he should have bought a different model. He starts to weigh the pros and cons of both models but decides that the one he had bought was better anyway. This is an example of _____.
A)selective perception
B)cognitive dissonance
C)Hawthorne effect
D)money illusion
E)doublethink
Q2) Which of the following is true of the influence of culture on advertising?
A)Companies find it easier to change consumer tastes rather than work with them.
B)Global marketers are especially concerned with the purchase environment.
C)Differences in subcultures do not have a significant impact on product response.
D)Consumers are not influenced by interpersonal factors.
E)Marketing activities are not susceptible to cultural error.
Q3) One of the roles of IMC is to communicate product utility.
A)True
B)False
Q4) Write a short note on psychological screens.
Page 7
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Chapter 6: Market Segmentation and the Marketing Mix: Determinants
of
Campaign Strategy
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Sample Questions
Q1) In volume segmentation, marketers rely on user-status variables to define consumers as light, medium, or heavy users of products.
A)True
B)False
Q2) Which of the following is an example of publicity?
A)Feature stories
B)Booklets
C)Catalogs
D)Brochures
E)Annual reports
Q3) Pantene, Head & Shoulders, and Herbal Essences are all shampoos marketed by Procter & Gamble. Each of these brands has their own distinct image and target markets. These are examples of _____ brands.
A)private
B)licensed
C)individual
D)family
E)aggregate
Q4) What is intensive distribution?
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Chapter 7: Research: Gathering Information for Imc Planning
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Sample Questions
Q1) When a company wants to collect its own data about a specific problem or issue, it uses _____.
A)universal sampling
B)selective data
C)normative data
D)primary research
E)secondary data
Q2) According to the marketing research process, what should researchers do immediately after completing informal research?
A)They should analyze the situation.
B)They should determine the size of the target market.
C)They should establish their research objectives.
D)They should conduct a competitive analysis.
E)They should hire a product manager.
Q3) A health care provider accessed a government Web site to obtain information about the regions with the highest concentration of senior citizens. The information accessed is an example of secondary data.
A)True
B)False
Page 9
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Chapter 8: Marketing and Imc Planning
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Sample Questions
Q1) Briefly describe the importance of a mission statement.
Q2) In the IMC approach, message tactics come from a consideration of broader marketing strategies.
A)True
B)False
Q3) When developing an IMC budget, an IMC focus helps to remind us that advertising is just one component of IMC.
A)True
B)False
Q4) Which method of developing an IMC budget is also known as the budget buildup method?
Q5) A(n) _____ refers to a short description of an organization's purpose and philosophy.
A)mission statement
B)advertising research strategy
C)marketing plan
D)creative mix
E)product concept
Q6) Describe the relationship of IMC to sales and profits.
Q7) Briefly describe the bottom-up marketing plan.
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Chapter 9: Planning Media Strategy: Disseminating the
Message Part Three: Creating Advertisements and Commercials
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Sample Questions
Q1) The particular characteristics of different media, over which the media planner has no control, affect the _____ element of the media mix.
A)mechanics
B)media
C)methodology
D)money
E)markets
Q2) The _____ of a media vehicle concerns the advertising message and copy, as well as the medium.
A)motivation value
B)attention value
C)exposure value
D)advertising impression
E)effective reach
Q3) List the two methods an advertiser may use to accumulate reach.
Q4) What are the five Ms of an effective media strategy?
Q6) List at least five examples of nontraditional advertising media. Page 11
Q5) Which type of classification do media planners typically use to define their target audience?
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Chapter 10: Creative Strategy and the Creative Process
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Sample Questions
Q1) Attention is the first objective of any ad and the fundamental building block in the creative pyramid.
A)True
B)False
Q2) A(n) _____ ad uses positive reinforcement to offer a reward and targets consumers with positively originated motives.
A)transactional
B)manipulative
C)informational
D)transformational
E)functional
Q3) When the brain is overloaded with information about a problem, creatives sometimes find it's best to just walk away from it for a while. Why?
Q4) A common technique used by campaigns to inform a consumer is to use word plays and verbal or visual metaphors.
A)True
B)False
Q5) Describe Roger Von Oech's four-step creative model.
Q6) What is brainstorming?
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Chapter 11: Creative Execution: Art and Copy
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Sample Questions
Q1) Which of the following is a basic element in the construction of long copy ads that helps consumers make the buying decision early?
A)Audio
B)Trial close
C)Logotype
D)Visual
E)Themeline
Q2) A bug spray commercial features walking and talking cockroaches. This is an example of a presenter commercial.
A)True
B)False
Q3) For which of the following products is straight-sell copy most effective?
A)Low think-involvement products
B)Products that are easy to use
C)Industrial products
D)Low-tech products
E)Agricultural products
Q4) What is the oldest and simplest type of radio or TV commercial?
Q5) Briefly describe the ways of writing effectively for websites.
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Chapter 12: Print, Electronic, and Digital Media Production
Part Four: Using Advertising Media
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Sample Questions
Q1) Briefly describe the three major categories of production techniques used during the preproduction phase of producing a TV commercial.
Q2) In terms of radio commercial production, if a commercial is extended beyond the time specified in the contract, the advertiser owes a _____ to the talent.
A)royalty
B)referral fee
C)slotting fee
D)commission
E)residual fee
Q3) In terms of production art for the printing process, _____ refers to black-and-white artwork.
A)overlay
B)line art
C)pasteup
D)answer print
E)art wrap
Q4) What are the four classic management functions performed by producers?
Q5) List the traditional animation techniques.
Q6) Briefly describe a sound studio where a session is recorded.
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Chapter 13: Using Print Media
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Sample Questions
Q1) On the basis of physical size, the two basic newspaper formats are:
A)independent and specialized.
B)weekly and daily.
C)specific size and generic size.
D)standard size and tabloid.
E)gatefold and standard size.
Q2) Which of the following statements is true about the dates that affect magazines purchases?
A)The cover date refers to the date printed on the cover.
B)The on-sale date refers to the date all material must be in the publisher's hands for a specific issue.
C)The dates that affect magazine purchases are in-hand date and closing date.
D)The publication date refers to the date the magazine is actually issued.
E)Printing date refers to the date when the advertiser must pay the publisher.
Q3) Magazines allow an advertiser to reach a particular target audience with a high-quality presentation.
A)True
B)False
Q4) Describe the classification of newspapers by the frequency of delivery and physical size.
Page 16
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Chapter 14: Using Electronic Media: Television and Radio
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Sample Questions
Q1) How does broadcast TV reach its audience?
Q2) In terms of dayparts, prime time tends to be viewed most heavily by women.
A)True
B)False
Q3) Spot ads tend to have more viewers and a larger piece of the ad spending pie because they do not get lost in the clutter.
A)True
B)False
Q4) If an advertiser wants the lowest rate for airing commercials on the radio, he or she should order spots on a:
A)total audience plan.
B)cume rating plan.
C)run-of-station basis.
D)drive-hour basis.
E)quarter-hour audience plan.
Q5) Advertisers like syndication because they can affiliate with popular programs and maximize their use of broadcast TV.
A)True
B)False
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Chapter 15: Using Digital Interactive Media
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Sample Questions
Q1) The standard Superstitial ad is quite small and plays for a very short period of time.
A)True
B)False
Q2) Legitimate e-mail advertisers are required to clearly mark the e-mail as advertising.
A)True
B)False
Q3) A(n) _____ is used as a supplement to a Web site by advertisers.
A)e-mail id
B)microsite
C)banner ad
D)Web page
E)broadband
Q4) How as the Internet changed the way we send mail?
Q5) Owing to the legislations on spam mailing, marketers are focusing their e-mail efforts on prospecting rather than on customer retention and relationship management (CRM).
A)True
B)False
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Chapter 16: Using Out-Of-Home, Exhibitive, and
Supplementary Media Part Five: Integrating Advertising
With Other Elements of Imc
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Sample Questions
Q1) Which of the following should be considered while planning the actual exhibits or trade-show booths?
A)Number of poster sheets
B)Complexities of shipping
C)Slotting fee
D)Expenses for repainting of bulletins
E)Expenses of spectaculars
Q2) A package design should be kept simple:
A)so that it can easily be changed as required by the IMC plan.
B)as a way to test the brand loyalty of its consumers.
C)to meet the requirements established by the Food and Drug Administration.
D)to reduce the cost of procuring packaging materials.
E)because packaging materials cannot support high-resolution printing.
Q3) Describe the standardization of the outdoor advertising business in the United States.
Q4) Around the globe, marketers use outdoor media to communicate a succinct message or image in the local language to a mass audience quickly and frequently at the lowest cost per thousand of any major medium.
A)True
B)False Page 19
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Chapter 17: Introducing Social Media
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Sample Questions
Q1) Social bookmarking has recently gained popularity for sharing content on the Web.
A)True
B)False
Q2) What is the advantage of using social media for advertising and marketing?
Q3) Briefly explain, with a suitable example, the concepts of transparency and authenticity with respect to social media?
Q4) _____ are simple, reverse chronological order Web pages that are typically commentary or opinionated in nature.
A)Wikis
B)Social bookmarks
C)Buttons
D)Banners
E)Blogs
Q5) Traditional media differs from social media, in that traditional media:
A)is labor- and resource-intensive.
B)use the distributed network.
C)does not bring with it large media costs.
D)sites are paid for.
E)consists of 20 percent planning and 80 percent execution and management.
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Chapter 18: Relationship Building: Direct Marketing, Personal
Selling, and Sales Promotion
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Sample Questions
Q1) Estillo is a manufacturer of sports helmets. To publicize its products, it has offered to reimburse its dealers 100 percent of the ad expenses they entail when they run print advertisements for Estillo products. This practice is an example of:
A)an advertising commission.
B)counteradvertising.
C)a combination offer.
D)cooperative advertising.
E)point-of-purchase advertising.
Q2) List three factors that make sales promotions a unique communication form.
Q3) Contests are easier to enter and take lesser time than sweepstakes.
A)True
B)False
Q4) In a direct-sales strategy, marketers' representatives sell to customers through a retail establishment.
A)True
B)False
Q5) Another name for behavioristics data is lifestyle data.
A)True
B)False
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Chapter 19: Relationship Building: Public Relations, Sponsorship, and Corporate Advertising Epilogue
Repositioning a Brand
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Sample Questions
Q1) Public relations objectives are easier to quantify than those of advertising.
A)True
B)False
Q2) To attract media attention, publicity should be _____.
A)free
B)unplanned
C)nonpolitical in nature
D)newsworthy
E)unintentional
Q3) Nancy is a public relations officer at SkyMeetings, a ski learning institute. She has been assigned the task of setting up a corporate blog for ski enthusiasts and members of the institute. Which of the following guidelines should Nancy follow to develop the blog?
A)Steer clear of doing a trial run because it is time-consuming.
B)Make the blog a stand-alone tactic, exclusive to the company's IMC.
C)Provide information that the public can find elsewhere in order to avoid opinion clashes.
D)Limit feedback from critics by regularly deleting negative comments.
E)Establish clear objectives for the blog.
Q4) What type of advertising do companies use to attract new employees? Page 23
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Page 24