Deck 6: Crafting Messages for Electronic Media

Question 1

When communicating on social networks, you should ________.

A) use conventional promotional efforts extensively in social networking conversations
B) stimulate and facilitate new conversations instead of joining existing ones
C) tailor your company's personality to the unique environments of different social networks
D) choose the best compositional mode for each message, purpose, and network

Answer 1

D

Question 2

When creating content for social media, you should think of it as ________.

A) an information session
B) a lecture
C) a sales pitch
D) a conversation

Answer 2

D

Question 3

Which of the following is TRUE about using the various compositional modes for digital media?

A) When posting status updates, you should actively engage with the audience by posting even the most trivial information that you find interesting.
B) Avoid using phrases such as "for beginners" or "advanced level" in the titles of your tutorials as doing so will alienate readers looking for different learning levels.
C) When writing reference material, organize your material in a way that discourages skimming.
D) Narratives work best when they have an intriguing beginning that piques readers' curiosity, a good middle, and an inspiring or instructive ending that gives readers useful information.

Answer 3

D

Question 4

At the beginning of an article or webpage, a ________ functions as a miniature version of the document, giving readers all the key points while skipping over details and often helping a reader decide whether to invest the time needed to read the full document. This compositional mode can also function as a review, reminding readers of the key points they've just read.

A) summary
B) orientation
C) critique
D) teaser

Question 5

Which of the following is TRUE about social media in business?

A) It reduces the amount of control that businesses have over the content and the process of communication.
B) It creates barriers in the organizational hierarchy.
C) It discourages customer participation.
D) It makes it challenging for networks to collaborate.

Question 6

In which of the following situations would you choose to use a printed message over electronic media?

A) When you are communicating with a person or persons in a different location
B) When you want to make a formal impression
C) When you need to build a close interpersonal relationship
D) When you need to have an interactive discussion

Question 7

Richard is the marketing manager of a company that manufactures and retails bicycles. The company, started by an ardent cyclist with $50 in his pocket, has an interesting history. Richard has framed this as an inspiring story that highlights the victory of small business over big corporations and has put it on the company's website. Identify the compositional mode used by Richard for this message.

A) Orientation
B) Conversation
C) Summary
D) Narrative

Question 8

How is conversation marketing different from traditional marketing?

A) Customers in conversation marketing merely want to get information about companies and products and do not offer feedback.
B) Traditional marketing is bidirectional, while conversation marketing is unidirectional-it flows from the consumers to the company.
C) In conversation marketing, customers participate interactively in the marketing process.
D) Product promotion can be done in a more direct and obvious manner as opposed to the indirect, low-key approach that is adopted in traditional marketing.

Question 9

________ are online services that enable individual and organizational members to form connections and share information.

A) Electronic data interchanges
B) Firmware
C) Social networks
D) Black swans

Question 10

Yolanda runs an online store that sells maternity wear. Her business has grown significantly over the past couple of years and Yolanda needs additional funding to scale up her operations further. She draws up a detailed business plan to present to potential investors and has it printed and bound. Her best friend Sasha feels that using printed documents is outdated and that Yolanda would make a better impression by mailing out soft copies of her plan to potential investors. Which of the following arguments can Yolanda use to rationalize her choice of medium?

A) This business plan needs to reach several groups of investors spread across the country.
B) I need to make a formal impression with this business plan.
C) I need to be able to update content frequently and in real time to keep investors updated of new developments.
D) I need a relatively inexpensive medium of communication to communicate with multiple investors.

Question 11

Which of the following is TRUE about using the various compositional modes for digital media?

A) When writing reference material, organize your material in a way that discourages skimming.
B) To be an effective commenter, focus on short chunks of information that a broad spectrum of other site visitors will find helpful.
C) Teasers are effective ways of generating readers' interest and must be used extensively to help your material stand out from the clutter.
D) Conversational modes are best suited for communicating reports with large amounts of factual information.

Question 12

Brand communities are ________.

A) groups of several competing brands owned by the same corporation
B) brands named for regions and landmarks
C) groups of people united by their interest in and ownership or use of particular products
D) brands that are sold and marketed in a relatively small and restricted geographical area

Question 13

While it might be tempting to use digital communications in business, which of the following may be a time that you should use personalized human contact in the office?

A) When socializing
B) If you are sending message after message trying to resolve some point
C) If you lack the necessary emotion
D) When clarifying an important point with your immediate supervisor

Question 14

In response to an RFP from a company looking to outsource food and beverage services at its office cafeterias, Zoe develops a tender, prints it out, and has it delivered to the company's corporate office. Vivian, on the other hand, sends an digital copy of her tender. Which of the following statements, if TRUE, would support Zoe's strategy and not Vivian's?

A) The final contract decision is made jointly by several people from across departments and offices.
B) The company has indicated in its publicity material that all tenders should be submitted in electronic form and has, thereby, been flooded with a record number of applications.
C) The tender contains confidential information and it must be ensured that the information is not tampered with or changed.
D) The company is a software services firm and most of its employees are college graduates.

Question 15

________ is a research technique in which companies track social networks and other media with automated language-analysis software that tries to take the pulse of public opinion and identify influential opinion makers.

A) Free-writing
B) Mind mapping
C) Critical path analysis
D) Sentiment analysis

Question 16

As a compositional mode for digital media, ________ help people find their way through an unfamiliar system or subject; they don't give away the key points in the collection of information but rather tell readers where to find those points.

A) critiques
B) summaries
C) narratives
D) orientations

Question 17

Which of the following is TRUE about the human side of digital communication?

A) The spontaneous nature of digital communication allows the sender to convey the nuances of a message.
B) If you're angry when communicating digitally, you should walk away from your computer and calm down before firing off a message.
C) The anonymous nature of digital communication helps you keep your emotions in check.
D) Digital media minimize the risk of miscommunication and unnecessary conflict.

Question 18

When should you NOT use a printed message?

A) When you want to make a formal impression
B) When you are legally required to provide information in printed form
C) When you need more efficient internal or external communication
D) When you need a permanent, unchangeable, or secure record

Question 19

As a compositional mode for digital communication, ________ intentionally withhold key pieces of information as a way to pull readers or listeners into a story or other document.

A) orientations
B) summaries
C) teasers
D) reference materials

Question 20

Before approaching a communication task using a new digital media, you should always ask yourself ________.

A) what kind of computer system is used by your audience
B) if you can complete the communication task with a face-to-face meeting instead
C) what information your audience needs and which mode is the most appropriate
D) what protection exists in the office to ensure your message is kept private and confidential

Question 21

Which of the following is an effective strategy for business communication on social networks?

A) Disable the group feature social networks to prevent the formation of special-interest groups.
B) Inject conventional promotional efforts into all social networking conversations.
C) Tailor the company's personality to suit unique social networking environments.
D) Join existing conversations on social networks.

Question 22

Which of the following is TRUE about writing business emails?

A) Use the Reply All function when responding to all group mails.
B) Don't "tweetify" the opening lines of your email messages.
C) Remember to "cc" (courtesy copy) your immediate superior every message.
D) Remember that email messages have the same legal weight as printed documents.

Question 23

Which of the following would be considered a content curation site?

A) Pinterest
B) YouTube
C) Flickr
D) Yelp

Question 24

Which of the following is an effective strategy for business communication on social networks?

A) Tailor the company's personality to suit unique social networking environments.
B) Disable the group feature on social networks to prevent the formation of special-interest groups.
C) Inject conventional promotional efforts into all social networking conversations.
D) Facilitate community building.

Question 25

Which of the following is a tip for effective email messages?

A) Avoid attaching long reports or providing links to web content.
B) Use the "return receipt requested" feature for all messages.
C) Avoid sending long, complex messages via email.
D) Use multiple fonts, colours, and all caps to highlight your main points.

Question 26

Which of the following is a guideline for planning your email messages?

A) Don't "cc" (courtesy copy) additional recipients unless those other people really need to receive the message.
B) Use email as a mode of communication only in technology-related industries.
C) Don't consider the traditional notions of organizational hierarchy when communicating through emails, since this is an informal and interactive mode of communication.
D) Use the "Reply All" function when responding to group emails.

Question 27

Which of the following is TRUE about the use of email as a mode of business communication?

A) Email is usually the best choice for brief online conversations.
B) Email is not suitable for private, short- to medium-length messages; IM or Twitter are more effective for this purpose.
C) You need to join a special online group or be friended by a group member in order to communicate with someone through email.
D) Email allows senders to compose substantial messages in private and on their own schedule, and it allows recipients to read those messages at their leisure.

Question 28

The subject line of your email should ________.

A) use texting language for brevity
B) simply describe or classify your message
C) use acronyms and abbreviations to facilitate understanding
D) build interest with keywords, quotations, directions, or questions

Question 29

When you request information or action through your email, you should ________.

A) wait for the reader to ask for a deadline for the request
B) put your main request in all caps in the opening of the message
C) clearly state what you are asking for
D) not volunteer information about the reasons for your request

Question 30

Which of the following is TRUE about writing business emails?

A) Use the Reply All function when responding to all group mails.
B) The expectations of writing quality for business email are higher than for personal email.
C) Don't use quotations, directions, or questions in the subject of your email; simply describe or classify your message.
D) Don't "tweetify" the opening lines of your email messages.

Question 31

Which of the following is TRUE about the use of email as a mode of business communication?

A) The availability of new tools such as instant messaging, blogs, microblogs, social networks, and shared workspaces has not impacted the use of email.
B) Since email is an informal tool, one need not consider the traditional notions of organizational hierarchy when communicating through emails.
C) Many companies now have formal email policies that specify how employees can use email.
D) When compared to IM, midsize messages are more difficult to compose and read on email.

Question 32

Beth is sending an email to her manager to update him about the status of her project. Which of the following subject lines would best capture her manager's attention?

A) Project update
B) Thompson project update - more information needed for Module 3
C) More information needed
D) Thompson project update - Module 3

Question 33

Which of the following is a specialized network?

A) Google+
B) Facebook
C) LinkedIn
D) China's Renren

Question 34

Which of the following statements is TRUE of the evolving role of email in business communication?

A) When compared to IM, midsize messages are easier to compose and easy to read on email.
B) You need to be friended by a group member in order to communicate with someone through email.
C) Email is usually the best choice for brief online conversations.
D) Email does not allow senders to compose substantial messages in private and on their own schedule.

Question 35

When planning your business email, you should ________.

A) use texting language and acronyms like LOL and IMHO
B) "cc" (courtesy copy) your immediate superior on every message
C) use the Reply All function to respond to all group mails
D) respect the chain of command in your company

Question 36

Which of the following is a guideline for completing email messages?

A) Avoid using email signatures since they come across as being impersonal.
B) Use multiple fonts, colours, and all caps to highlight your main points.
C) Revise and proofread your email before you send it out.
D) Include long reports or other complex messages in the body of the email instead of attaching it.

Question 37

When communicating on social networks, you should ________.

A) maintain a consistent compositional mode across all networks and types of messages
B) disable the group feature on social networks to prevent the formation of special-interest groups
C) maintain a consistent personality across all the networks in which you are active
D) stimulate and facilitate new conversations and not join existing ones

Question 38

Which of the following is a tip for effective email messages?

A) When responding to a request, avoid including portions from the original message in your email.
B) Use acronyms such as IMHO and LOL extensively.
C) Avoid using email signatures since they come across as being impersonal.
D) Use the "return receipt requested" feature only for the most critical messages.

Question 39

You need to send a message to your manager, presenting a new idea you have to boost company sales in the next year. This message is a page long and incorporates confidential company information. Which of the following communication modes would you use to send this message, so that it can be reviewed by your manager at his leisure?

A) IM
B) Twitter
C) Text messaging
D) Email

Question 40

User-generated content sites are sites where ________.

A) the users also own the websites
B) users rather than website owners contribute most or all of the content
C) the content generates users by using search engine optimization techniques
D) proprietary content is sold to interested users-companies or individuals

Question 41

When communicating on social networks, you should ________.

A) change the personality projected in your communications to suit individual social networking environments
B) maintain a consistent compositional mode across networks
C) anchor your presence at your own central hub-a web presence that you own and control
D) inject conventional promotional efforts into all social networking conversations

Question 42

Which of the following is a risk of using IM for business communication?

A) Incompatibility between competing IM systems
B) Not widely available
C) Potential for misuse as a one-to-many broadcast method higher than that for email
D) More expensive than phone calls and emails

Question 43

How would you rephrase the opening line of the message keeping in mind the guidelines for effective email messages?

A) Star Services wishes to offer you specialized housekeeping services that have been designed keeping in mind the unique needs of large hospitals such as yours.
B) Interested in signing on for specialized housekeeping services designed for the unique needs of large hospitals such as yours?
C) Star Services wishes to offer you SPECIALIZED HOUSEKEEPING SERVICES that have been designed keeping in mind the unique needs of large hospitals such as yours.
D) Housekeeping giving you nightmares? Relax! We at Star Services know exactly what is required for housekeeping at large hospitals such as yours!

Question 44

In order to use IM more effectively and efficiently for business communication, you should ________.

A) learn to carry on multiple IM conversations at a time
B) use IM for most lengthy and complex messages
C) not send confidential information using IM if you are not on a secure system
D) restrict the use of IM largely to messages of a personal nature

Question 45

________ marketing refers to the spread of promotional messages from one audience member to another.

A) Ambush
B) Proximity
C) Reality
D) Viral

Question 46

Which of the following is TRUE about adapting the three-step writing process for successful blogging?

A) Maintain an unidentifiable focus to include a universal audience.
B) Use an objective and impersonal "corporate" voice in your business blogs.
C) Avoid providing links to other content on the web as that will cause your audience to exit your page.
D) Choose a business-related purpose that is important to your company and to your chosen audience.

Question 47

When writing an email message, you should avoid using ________.

A) a signature file
B) all caps
C) attachments and links
D) traditional grammar and punctuation rules

Question 48

Which of the following is a benefit of using IM?

A) Does not allow unsolicited commercial messages
B) Does not require user authentication
C) Messages can be easily logged for later review
D) Lower cost than phone calls and email

Question 49

Which of the following is TRUE about using IM and text messaging for brief business messages?

A) Text messaging is fast overtaking IM as the preferred mode of communication for brief business messages.
B) IM is currently more versatile and more widely used in business than text messaging.
C) IM is presently more expensive than phone calls and email.
D) IM no longer requires user authentication.

Question 50

In ________ marketing, companies initiate and facilitate conversations in a networked community of customers and other interested parties.

A) conversation
B) network
C) pyramid
D) ambush

Question 51

Which of the following is an element of an effective business blog?

A) Writing in an objective "corporate" voice
B) Maintaining an unidentifiable focus to include a universal audience
C) Retaining control over content by disabling the comments feature
D) Communicating with a personal style

Question 52

When writing an email message, you should use ________.

A) a signature file to avoid retyping vital information
B) all caps to highlight your main points
C) acronyms like LOL and IMHO for brevity
D) multiple fonts, colours, and type to add visual interest

Question 53

As IT manager of Some Corporation, you are frequently asked to recommend what medium of communication would be appropriate for a given purpose. In which of the following situations would you recommend the use of IM?

A) The line manager needs to send a message to the HR manager detailing how an employee flouted company rules and needs to be disciplined.
B) The sales manager needs to send to the COO confidential information relating to a tender that the company is submitting.
C) The marketing manager needs to present next year's marketing budget and plan to the Board of Directors.
D) The operations manager needs to direct the work of the support staff working on repairing a key piece of machinery and get real-time updates from them.

Question 54

Which of the following is a risk of using IM for business communication?

A) Less versatile than text messaging
B) Security problems, including computer viruses and network infiltration
C) Potential for misuse as a one-to-many broadcast method higher than that for email
D) More expensive than phone calls and emails

Question 55

Which of the following is a benefit of using IM?

A) Immune to computer viruses and network infiltration
B) Does not require user authentication
C) Messages can be easily logged for later review
D) Ability to mimic conversation more closely than email

Question 56

Good business blogs and microblogs ________.

A) deliver new information quickly
B) choose topics of universal interest
C) are written in an objective "corporate" voice
D) usually disable the comments feature to retain control over the content

Question 57

Which of the following is a risk of using IM for business communication?

A) Less versatile than text messaging
B) Potential for misuse as a one-to-many broadcast method higher than that for email
C) The need for user authentication
D) More expensive than phone calls and emails

Question 58

Which of the following would be the best subject line for the above message?

A) Need appointment
B) From Star Services
C) A unique offer from Star Services-sign up now!
D) Offering specialized housekeeping services

Question 59

Which of the following is a tip for using IM more efficiently and effectively for business communication?

A) Always keep yourself available for IM during office hours.
B) IM is ideal for sending confidential information.
C) Use IM for sending lengthy, complex messages.
D) Avoid using IM unless you need an immediate answer.

Question 60

Which of the following is the best criticism for this message?

A) The tone of the message is too formal.
B) The message uses acronyms.
C) The message fails to use multiple fonts and colours to add interest.
D) The message uses a signature file to present contact information.

Question 61

Messages on Twitter are examples of ________.

A) IMs
B) text messages
C) blogs
D) microblogs

Question 62

People tend to read in a linear way.

Question 63

If you can't reach a particular audience digitally, you'll also need to use a printed message.

Question 64

Stakeholders can use social media to help some companies and harm others.

Question 65

Which of the following is TRUE about adapting the three-step writing process to podcasting?

A) Unlike written communication, there is no use for previews, transitions, and reviews in podcasting.
B) Scanning back and forth to find specific parts of an audio or video message is much easier than with textual messages.
C) Speaking from a prepared script rather than notes or outlines is the best choice for podcasts.
D) Effective podcasts, like effective stories, have a clear beginning, middle, and end.

Question 66

Social media have empowered consumers, but are yet to make an impact on internal communication and on traditional barriers in the organizational hierarchy.

Question 67

Orientations intentionally withhold key pieces of information as a way to pull readers or listeners into a story or other document.

Question 68

________ is the process of recording audio or video files and distributing them online.

A) Podcasting
B) Microblogging
C) Instant messaging
D) Text messaging

Question 69

When developing podcasts, you should ________.

A) make up your content as you record the podcast as this will come across as spontaneous and natural
B) take several minutes to come to the point
C) speak from an outline and notes rather than a prepared script to have a conversational feel to the recording
D) frequently bounce from one theme to another to keep the audience engaged

Question 70

Conversational modes are not an appropriate compositional mode for exchanging large volumes of information.

Question 71

Digital media is ideal for conveying nuances in communication.

Question 72

When blogging, you should ________.

A) post long, report-style posts
B) use traditional promotional methods in your posts
C) link generously
D) ignore criticism

Question 73

Which of the following is the first step in the podcasting process?

A) Install recording software.
B) Connect and verify microphone.
C) Click the record button and start talking.
D) Create and validate your feed.

Question 74

Organize reference material in logical ways with clear headings that promote skimming.

Question 75

Which of the following is a tip for effective blogging?

A) Blogs are ideal for publishing long, report-style posts that can be read by readers at their own convenience.
B) Post frequently as the whole point of a blog is fresh material.
C) Use traditional promotional measures extensively to advertise your company and products to your audience.
D) Avoid providing links to other websites as this will cause readers to exit your blog.

Question 76

When blogging, you should avoid ________.

A) creating an artificial character who supposedly writes a blog
B) defining the blog's focus
C) using newsfeed options
D) links to other content on the web

Question 77

Which of the following is a guideline for creating effective podcasts?

A) Make up your content as you record the podcast.
B) Read out from a prepared script when recording.
C) Pay close attention to previews, transitions, and reviews.
D) Frequently bounce from one theme to another.

Question 78

IM offers greater speed than email, simple operation, and fewer problems with unwanted messages or security and privacy problems.

Question 79

When developing podcasts, you should NOT ________.

A) make up your content on the fly
B) use previews, transitions, and reviews
C) speak from notes and outlines
D) try to record your podcast in one take

Question 80

Which of the following is the last step in the podcasting process?

A) Convert file to MP3 format and save.
B) Upload your file and let RSS alert your subscribers.
C) Create and validate your feed.
D) Click the Record button and start talking.