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Chapter 5 Multiple Choice Questions

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Thư Nguyễn Vũ Minh
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71 views

Chapter 5 Multiple Choice Questions

Uploaded by

Thư Nguyễn Vũ Minh
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Multiple Choice Questions

5 Events and Marketing Communication

Question 1

A renowned events agency is briefed by the famous car brand Citroën on the content and
purpose of an event for dealers of the brand. The agency is going to translate this into a
concept for the event that is in line with Citroën’s brand values.
Statement: This process is called:

A Decoding the message.


B Encoding the message.
C Feeding back the message.
D Initiating the message.

Question 2

Events are suitable for achieving communication objectives on each of the three levels of the
KAB principle.
Statement: KAB stands for:

A Knowledge, attitude, business.


B Know-how, attitude, business.
C Know-how, activity, behaviour.
D Knowledge, attitude, behaviour.

Question 3

The definition of communication (Michels, 2013) in chapter 5 contains several important


keywords.
Statement: Which of the keywords does not occur in this definition?

A Meaning.
B Verbal symbols.
C Certain intention.
D Event message.
Question 4

Are the following statements true or false?

I In live communication or experience communication, the event as an experience is


orchestrated in such a way that the communication message reaches the target
group.
II Live communication is a highly effective form of communication for, among other
things, establishing a connection with the product, service or company.

A Statement I is true, statement II is false.


B Statement I is false, statement II is true.
C Both statements are true.
D Both statements are false.

Question 5

The four aspects of a message are:

A Business, communication, experience, purpose.


B Business, expressive, relational, appealing.
C Communication, appealing, expressive, relational.
D Experience, business, appealing, communication.

Question 6

Which of the following aspects is NOT a characteristic of free publicity?

A Editorial attention.
B Free.
C Dependence on editorial staff.
D Commercial.

Question 7

Events are excellent for creating news value.


Statement: Which of the following criteria is NOT a criterion for news value?

A Credible.
B Different.
C Authority.
D Lots of consequences for many people.
Question 8

In the past, a relatively large portion of the advertiser’s budget went to radio, television and
print media, but nowadays, as a result of all kinds of technological developments, the cake is
sliced up between many more types of media.
Statement: Are the following statements true or false?

I Radio, television and print media are highly suited to communication on experiences.
II Social media and events have created extra platforms for advertisers.

A Statement I is true, statement II is false.


B Statement I is false, statement II is true.
C Both statements are true.
D Both statements are false.

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