Question 1

A good message strategy emerges from _____________________.&#10;A) the founder's vision, from product research and development, and from listening to employees and other stakeholders&#10;B) the advertising/PR agency&#10;C) the marketing department&#10;D) the type of media used to communicate the message&#10;E) none of the above

Accepted Answer

A good message strategy should originate from the founder's vision, from product research and development, and from listening to employees and other stakeholders. The advertising/PR agency, marketing department, and media channels are important in executing the message strategy but they should not be the sole source of creating the message strategy.

Question 2

Advertising is ________________.&#10;A) a form of persuasive communication that is run in exclusively in social media&#10;B) paid for by an identified sponsor&#10;C) generated through a news release&#10;D) is dependent on third-party credibility&#10;E) none of the above

Accepted Answer

Advertising is a form of paid communication where an identified sponsor pays for space or time to promote their goods or services.

Question 3

The following items make up which communication tool used to generate media coverage: fact sheet about the organization or event, biographic sketch of the major people involved, a straight news story, news-column material, a news feature, a brochure, photographs, and audio and video segments.

A) sales promotion
B) video news release (VNR)
C) news conference
D) media kit
E) free giveaways

D

Accepted Answer

The items listed make up a media kit, which is a package of promotional materials provided to members of the media to generate coverage. The kit typically includes a fact sheet, biographical information, news stories and features, photographs, and audio and video segments. A brochure may also be included. The purpose of the media kit is to provide reporters with information and resources they can use to write stories about the organization or event.

Question 4

What question do strategic communicators have to answer first in order to develop a creative brief and create an effective message strategy?&#10;A) What is the problem?&#10;B) Who has the problem?&#10;C) What is the product's/service's/brand's existing core values?&#10;D) What media will we use to communicate our message?&#10;E) None of the above.

Accepted Answer

Before developing a creative brief and creating an effective message strategy, strategic communicators must first identify and understand the problem they are trying to solve. This involves analyzing the target audience, the market, and the context of the situation. Without clearly defining the problem, it is difficult to develop an effective communication plan.

Question 5

Based on research into the Picture Superiority Effect, ______________________.&#10;A) when we read text alone, we are likely to remember only 10 percent of the information three days later.&#10;B) if information is presented to us as text combined with a relevant image, we are likely to remember 65 percent of the information 3 days later&#10;C) people remember pictures better than words.&#10;D) all of the above&#10;E) none of the above

Accepted Answer

The Picture Superiority Effect suggests that people tend to remember information better when it's presented as text combined with relevant images, rather than text alone. This is supported by research indicating that only 10% of text information is remembered after three days, compared to 65% of information presented as text and image.

Question 6

The Creative Brief ___________________________________.&#10;A) describes the rules, the goals and objectives, the competition and the common values of the team.&#10;B) is used to maximize the talents of all the players involved.&#10;C) is used to avoid unnecessary confrontations about the direction or focus of the game.&#10;D) is used to review draft work.&#10;E) is all of the above.

Accepted Answer

The creative brief describes the rules, goals and objectives, competition and common values of the team, which is used to maximize the talents of all players involved and avoid unnecessary confrontations about the direction or focus of the game. It is also used to review draft work. Therefore, E is the correct answer.

Question 7

Which of the following components is considered non-essential to an effective print ad?&#10;A) headline&#10;B) sub-head&#10;C) imagery&#10;D) call to action&#10;E) contact information

Accepted Answer

While a sub-head can provide additional detail and information, it is not considered essential to the overall effectiveness of the ad. The other components listed (headline, imagery, call to action, and contact information) are all important elements that help to create a successful print ad.

Question 8

What problem does Harley-Davidson solve in the ad featured in this chapter with the headline: &#34;The song isn't born to be status quo&#34;?&#10;A) being stuck in the mundane routine&#10;B) lack of adventure&#10;C) owning a boring car&#10;D) all of the above&#10;E) none of the above

Accepted Answer

The ad suggests that Harley-Davidson motorcycles offer an escape from the mundane routine, add adventure to life, and are an exciting alternative to owning a boring car, addressing all the problems listed.

Question 9

Why is earned media more difficult to garner in today's media marketplace?&#10;A) Too many PR practitioners are pitching to too few journalists.&#10;B) Too many media outlets available.&#10;C) Because no one reads newspapers anymore.&#10;D) Because people rely on social media to get their news.&#10;E) All of the above.

Accepted Answer

With the rise of digital media, there are now more PR practitioners than ever before, all vying for the attention of a limited pool of journalists. This can make it more difficult to earn media coverage.

Deck 9: Message Tactics