Question 1

How can the Internet of Things (IoT) have an impact on strategic communication?

Accepted Answer

A)  CEs can use the data generated from IoT devices to track and access consumers in the customer journey. 
B)  CEs can use IoT to make advertising interactive. 
C)  CEs can use IoT to make TV commercial interactive and offering discounts that consumers can use in real time right from their couch. 
D)  Augmented reality can be used as the IoT's interface adding a visual layer on top of advertising and creating media value for consumers. 
E)  All of the above. 
A)  CEs can use the data generated from IoT devices to track and access consumers in the customer journey. 
B)  CEs can use IoT to make advertising interactive. 
C)  CEs can use IoT to make TV commercial interactive and offering discounts that consumers can use in real time right from their couch. 
D)  Augmented reality can be used as the IoT's interface adding a visual layer on top of advertising and creating media value for consumers. 
E)  All of the above. E

Question 2

Which of the following is NOT true about Facebook, Google and Amazon?

Accepted Answer

A)  They have emerged as the leading means to reach audiences. 
B)  They have claimed more than 70 percent of digital ad revenue. 
C)  They have helped news media companies generate revenue because more and more people are consuming news because of access through their platforms. 
D)  They are digital-native companies. 
E)  All of the above are true. 
A)  They have emerged as the leading means to reach audiences. 
B)  They have claimed more than 70 percent of digital ad revenue. 
C)  They have helped news media companies generate revenue because more and more people are consuming news because of access through their platforms. 
D)  They are digital-native companies. 
E)  All of the above are true. C

Question 3

Newspapers are classified as what type of media?

Accepted Answer

A)  traditional media 
B)  legacy media 
C)  print media 
D)  paid media 
E)  all of the above 
A)  traditional media 
B)  legacy media 
C)  print media 
D)  paid media 
E)  all of the above C

Question 4

Which of the following is NOT true about click-through rates (CTR)?

Accepted Answer

A)  CTR measure the number of times digital ad content is displayed. 
B)  CTR measure the number of times customers clicked through the display ad and made a purchase. 
C)  Retargeted ads have 10 times higher CTR than regular display ads. 
D)  Increasing impressions is more important than increasing CTR. 
E)  All of the statements are true. 
A)  CTR measure the number of times digital ad content is displayed. 
B)  CTR measure the number of times customers clicked through the display ad and made a purchase. 
C)  Retargeted ads have 10 times higher CTR than regular display ads. 
D)  Increasing impressions is more important than increasing CTR. 
E)  All of the statements are true.

Question 5

Tom Goodwin, CEO and founder of the Tomorrow Group, explained that the obsession of distinguishing between traditional and digital media is ____________.

Accepted Answer

A)  very important to understanding today's media landscape. 
B)  very important to progress and innovation among marketers and strategic communicators. 
C)  misleading because media channels are no longer limited by device and meaningless because traditional media are digital media. 
D)  helpful in understanding the PESO model. 
E)  None of the above relate to Goodwin's explanation. 
A)  very important to understanding today's media landscape. 
B)  very important to progress and innovation among marketers and strategic communicators. 
C)  misleading because media channels are no longer limited by device and meaningless because traditional media are digital media. 
D)  helpful in understanding the PESO model. 
E)  None of the above relate to Goodwin's explanation.

Question 6

Which type of digital display campaign has the highest chance of converting a sale?

Accepted Answer

A)  brand awareness 
B)  retargeting 
C)  acquisition 
D)  newspaper ads 
E)  none of the above 
A)  brand awareness 
B)  retargeting 
C)  acquisition 
D)  newspaper ads 
E)  none of the above

Question 7

In order to advertise on Instagram, you have to use the Facebook interface.

Accepted Answer

A) True 
 B)False

Question 8

Which of the following are types of search campaigns?

Accepted Answer

A)  a search campaign that targets your brand name 
B)  a search campaign targeting your competitors' brand 
C)  a search campaign that borrows brand power by advertising brands they carry 
D)  video campaigns 
E)  all of the above 
A)  a search campaign that targets your brand name 
B)  a search campaign targeting your competitors' brand 
C)  a search campaign that borrows brand power by advertising brands they carry 
D)  video campaigns 
E)  all of the above

Question 9

What categories do legacy media and digital media fit in the PESO model?

Accepted Answer

A)  Legacy media are paid and earned, while digital media are shared and owned. 
B)  Legacy media and digital media fit into all four categories of paid, earned, shared, and owned. 
C)  Digital media fit into all four categories of paid, earned, shared, and owned, while legacy media are only paid and earned. 
D)  Legacy media fit into all four categories of paid, earned, shared, and owned, while digital media are only paid and earned. 
E)  None of the above. 
A)  Legacy media are paid and earned, while digital media are shared and owned. 
B)  Legacy media and digital media fit into all four categories of paid, earned, shared, and owned. 
C)  Digital media fit into all four categories of paid, earned, shared, and owned, while legacy media are only paid and earned. 
D)  Legacy media fit into all four categories of paid, earned, shared, and owned, while digital media are only paid and earned. 
E)  None of the above.

Question 10

Twitter Stories generate 2-3 times more engagement than regular Twitter posts.

Accepted Answer

A) True 
 B)False

How can the Internet of Things (IoT) have an impact on strategic communication?

Which of the following is NOT true about Facebook, Google and Amazon?

Newspapers are classified as what type of media?

Which of the following is NOT true about click-through rates (CTR)?

Tom Goodwin, CEO and founder of the Tomorrow Group, explained that the obsession of distinguishing between traditional and digital media is ____________.

Which type of digital display campaign has the highest chance of converting a sale?

In order to advertise on Instagram, you have to use the Facebook interface.

Which of the following are types of search campaigns?

What categories do legacy media and digital media fit in the PESO model?

Twitter Stories generate 2-3 times more engagement than regular Twitter posts.

Introduction to the Theory of Strategic Communication

Careers in Strategic Communication

The Concept of Strategy

The Three Management Levels of Strategic Communication

Ethics and Societal Issues in Strategic Communication

Research

Strategic Communication Planning

Stakeholders

Message Tactics

Traditional Media

Strategic Communication Campaigns

Strategic Communication Campaigns

Filters

Exam 11: Evolving Media

How can the Internet of Things (IoT) have an impact on strategic communication?

Which of the following is NOT true about Facebook, Google and Amazon?

Newspapers are classified as what type of media?

Which of the following is NOT true about click-through rates (CTR)?

Tom Goodwin, CEO and founder of the Tomorrow Group, explained that the obsession of distinguishing between traditional and digital media is ____________.

Which type of digital display campaign has the highest chance of converting a sale?

In order to advertise on Instagram, you have to use the Facebook interface.

Which of the following are types of search campaigns?

What categories do legacy media and digital media fit in the PESO model?

Twitter Stories generate 2-3 times more engagement than regular Twitter posts.

Introduction to the Theory of Strategic Communication

Careers in Strategic Communication

The Concept of Strategy

The Three Management Levels of Strategic Communication

Ethics and Societal Issues in Strategic Communication

Research

Strategic Communication Planning

Stakeholders

Message Tactics

Traditional Media

Strategic Communication Campaigns

Strategic Communication Campaigns

Filters