Download Test Bank For Corporate Communication Concepts and Practice Jaishri Jethwaney Chapter 1-1 and more Exams Communication in PDF only on Docsity!
Test Bank For
Corporate Communication Concepts and Practice Jaishri Jethwaney
Chapter 1-
Chapter 1
1 Which of the following disciplines focuses on studying vertical, horizontal, and transversal information flows in organizations? (A) Management communication (B) Business communication (C) Organizational communication (D) Market communication Answer: (^) (C) Organizational communication Feedback: Management communication tries to explain structural, systemic, and functional aspects of communications within the management context; business communication deals with topics such as communication skills, use of technology and media in communication process, types of business communications; market communication is an instrument aimed at involving consumers in an exchange relationship with an organization. 2 Which of the following disciplines attempt to understand organizations through the combination of two main paradigms of organizations? (A) Public relations (B) Market communication (C) Management communication (D) Business communication Answer: (^) (C) Management communication Feedback: Public relations and market communication focus on the unitary aspect of organizations; business communication focuses on the organizational aspect of organizations. 3 Which of the following concepts can not be identified as one of the central constructs within the corporate communication? (A) Corporate image (B) Corporate branding (C) Corporate identity (D) Corporate security Answer: (^) (D) Corporate security Feedback: Corporate image, corporate branding, and corporate identity can all be categorised as central constructs within corporate communication. 4 Which of the following statements best describes the primary function of corporate communication?
(A) Corporate communication is in the function of corporate identity. (B) Corporate communication represents a link between identity, image, and the corporate story. (C) Corporate communication represents a link between identity, image and organizational identification. (D) Corporate communication represents a link between identity, image and organizational commitment. Answer: (^) (A) Corporate communication is in the function of corporate identity. Feedback: Corporate communication is a function of corporate identity which represents a link between identity, image, and reputation. 5 Which of the following disciplines fall(s) in the framework of corporate communication? (A) Strategic communication (B) Organizational communication (C) Public relations (D) Management communication Answer: (^) (B) Organizational communication (C) Public relations (D) Management communication Feedback: Strategic communication per se is not a discipline concerned with organizational communications; it is an approach to organizational communications. 6 Which of the following concepts could not be defined as a fundamental concept in relation to corporate communication? (A) Identity (B) Communication climate (C) Communication techniques (D) Image Answer: (^) (B) Communication climate (C) Communication techniques Feedback: Identity, image, and reputation are central concepts within corporate communication. 7 In relation to which of the following entities could the term corporate communication be applied? (A) Profit organisations (B) Political parties (C) Regions as brands (D) Individuals as brands Answer: (^) (A) Profit organisations (B) Political parties
3 Which of the following concepts refers to one of the main dimensions of identity traits? (A) Distinctive competencies (B) Content (C) Complexity (D) Strength Answer: (^) (A) Distinctive competencies Feedback: In the process of analysing branch identity special attention should be given to content, complexity, and strength. 4 Which concept best describes the challenge that organizations are facing in relation to corporate identity? (A) Instability (B) Adaptive instability (C) Adaptability (D) Adaptive stability Answer: (^) (B) Adaptive instability Feedback: Organizations are faced with the paradox (i.e. adaptive instability) that they must be actual and adaptable at the same time, but at the same time also represent continuity that guarantees security. 5 Which of the following elements is/are a part of the corporate identity management mix? (A) Stakeholders (B) Value analysis (C) Reputation (D) Environment Answer: (^) (A) Stakeholders (C) Reputation (D) Environment Feedback: Value analysis is one of the steps in the process of corporate identity management. 6 Which of the following method(s) can be useful when the management is searching for appropriate identities? (A) Cobweb (B) ACID test (C) ACID test (D) Analysis of competitors' communication
Answer: (^) (A) Cobweb (B) ACID test (C) ACID test (D) Analysis of competitors' communication Feedback: the Cobweb, ACID test, and the analysis of competitors' communication all serve as methods that can be used to search for suitable identities. 7 Which of the following characteristics apply to the corporate identity traits? (A) Non-essential (B) Central (C) Unique (D) Common Answer: (^) (B) Central (C) Unique Feedback: Corporate identity traits have to be central, unique, and durable. 8 Which of the following actions represent (one of) the steps in the process of corporate identity management according to Ackerman? (A) Devising an audience management programme. (B) Developing a corporate identification system. (C) Conducting a value analysis. (D) Formulating a positioning strategy. Answer: (^) (A) Devising an audience management programme. (B) Developing a corporate identification system. (C) Conducting a value analysis. (D) Formulating a positioning strategy. Feedback: All of them represent a specific phase in the corporate identity management. 1 Which of the following elements does not act as one of the dimensions of brand architecture? (A) Visual identity of brands. (B) Number and types of brands. (C) Relationships among different brands. (D) Networks of key stakeholders. Answer: (^) (D) Networks of key stakeholders. Feedback: Networks of key stakeholders are one of the elements added to the classical marketing mix and are used for brand positioning.
support by the corporate brand. (C) The higher the degree of centralization of the corporation, the greater the support by the corporate brand. (D) The higher the degree of decentralization of the corporation, the greater the support by the corporate brand. Answer: (^) (C) The higher the degree of centralization of the corporation, the greater the support by the corporate brand. Feedback: The SIDEC model suggests that the higher the degree of centralization of the corporation, the greater the support by the corporate brand. 6 In its essence, the SIDEC model presented by van Riel refers to the: (A) Relations between the brand architecture and brand identity (B) Relations between the brand identity and the organization of the company (C) Relations between the brand positioning and brand architecture (D) Relations between the brand architecture and the organization of the company Answer: (^) (D) Relations between the brand architecture and the organization of the company Feedback: In its essence the SIDEC model presented by van Riel refers to the relations between the brand architecture and the organization of the company. 7 Which of the strategies describing the influence of corporation on its strategic business units usually results in the closest form of connection between the corporation and its units? (A) Branding of the complete corporation (B) Communication-oriented corporate branding (C) Organization-oriented corporate branding (D) Financial orientation Answer: (^) (A) Branding of the complete corporation Feedback: In the case of branding the complete corporation all actions, messages, and symbols are uniform and express the uniformity of the company. 8 Which type of brand architecture is often related to the highest cost for the organization? (A) Monolithic (B) Mono brand (C) Strong endorsement (D) Shadow endorsement Answer: (^) (B) Mono brand
Feedback: The company has to handle a set of completely independent entities (product or service brands) which increases the costs of brand management. 9 What type of brand architecture does the presence of a corporate brand imply by (a set of) specific elements? (A) Mono brand (B) Shadow endorsement (C) Monolithic (D) Strong endorsement Answer: (^) (B) Shadow endorsement Feedback: Shadow endorsement means that the corporate brand is not explicitly present beside a specific brand. 10 Which of the following types of brand architecture could be linked to the idea of product domination? (A) Supported type (B) Endorsed type (C) Unbound type (D) Monolithic type Answer: (^) (C) Unbound type Feedback: Unbound type of brand architecture means that the company solely communicates the brands of individual units, services, products without revealing their connection to the company. 11 What type of structure of a corporate brand presents a corporate brand in its purest form? (A) Mono brand (B) Shadow endorsement (C) Monolithic (D) Strong endorsement Answer: (^) (C) Monolithic Feedback: Monolithic structure describes organizations where the corporate brand is the only brand of the company. 12 What is (are) key activity(ies) of corporate branding? (A) Strategic vision (B) Strong endorsement (C) Shadow endorsement (D) Corporate images
4 Which of the following actions represent the basic objectives of employer branding? (A) Changing organizational culture (B) Changing organizational norms (C) Retaining employees (D) Employee development Answer: (^) (C) Retaining employees (D) Employee development Feedback: The basic objectives of employer branding are to attract, acquire, develop, and retain key human resources (employees). 5 Which of the following tasks are connected to internal branding (on the operational level)? (A) Communicating the brand effectively to employees (B) Attracting (potential) employees by presenting a company as a good place to work (C) Convincing employees of the relevance and the worth of the corporate brand (D) Designing such aspects of corporate brand that are authentic and relevant to employees Answer: (^) (A) Communicating the brand effectively to employees (C) Convincing employees of the relevance and the worth of the corporate brand (D) Designing such aspects of corporate brand that are authentic and relevant to employees Feedback: The goal of attracting employees is related to employer branding. 6 Which of the following issues can hinder the success of internal branding programmes? (A) Management style (B) Introduction of changes to organization (C) Rivalry among employees (D) (Non)cooperation between departments Answer: (^) (A) Management style (B) Introduction of changes to organization (C) Rivalry among employees (D) (Non)cooperation between departments Feedback: All of these issues can have an influence on the success of internal branding programmes. 1 Which of the following models primarily concentrates on whether CSR
contributes to the company' profitability and competitiveness? (A) Nordic–Dutch model (B) Anglo-Saxon model (C) Latin model (D) German model Answer: (^) (B) Anglo-Saxon model Feedback: The Anglo-Saxon model primarily concentrates on whether CSR contributes to the company' profitability and competitiveness 2 The post-socialist model of CSR is seeking balance between: (A) The Anglo-Saxon model and the tendency towards bigger competitiveness (B) The Latin model and the tendency towards bigger competitiveness (C) The Anglo-Saxon model and establishing social dialogue with various stakeholders (D) The Latin model and establishing social dialogue with various stakeholders Answer: (^) (C) The Anglo-Saxon model and establishing social dialogue with various stakeholders Feedback: The post-socialist model of CSR seeks a balance between the Anglo-Saxon model and establishing social dialogue with various stakeholders. 3 When employees as important stakeholders express their agreement and support of the company's socially responsible initiatives we talk about: (A) Passive endorsement (B) Passive involvement (C) Proactive endorsement (D) Active involvement Answer: (^) (C) Proactive endorsement Feedback: When employees, as important stakeholders, express their agreement and support of the company's socially responsible initiatives we talk about proactive endorsement. 4 Which of the following categories of reporting CSR refer to legally prescribed regulations? (A) Legal disclosure (B) Solicited disclosure (C) Voluntary disclosure (D) Mandatory disclosure Answer: (^) (D) Mandatory disclosure
between them can be defined as necessary, the relationship between them is: (A) Defensive (B) Opportunistic (C) Contingent (D) Continuous Answer: (^) (A) Defensive Feedback: A necessary and compatible relationship is a defensive relationship. 2 What approach can an organization choose in relation to their stakeholders and the distribution of power? (A) High mutual dependence (B) Total independence (C) Partial independence (D) Low mutual dependence Answer: (^) (A) High mutual dependence (D) Low mutual dependence Feedback: Low and high mutual dependence denote two of four stances that an organization can take in relation to their stakeholders and distribution of power. 3 Which of the following stakeholder groups fall(s) into the category of involuntary stakeholders? (A) Suppliers (B) Investors (C) Local communities (D) Future generations Answer: (^) (C) Local communities (D) Future generations Feedback: Suppliers and investors fall into the category of voluntary stakeholders. 4 According to the type of exchange with a company, and who they are dealing with, stakeholders can be divided into categories as: (A) Profitable (B) Manageable (C) Necessary (D) Desired Answer: (^) (C) Necessary
(D) Desired Feedback: Stakeholders can be divided into categories based on the nature of the exchange they have with the company, i.e., whether the exchange is necessary, desired, and inevitable. 5 Which of the following criteria are used for stakeholder classification? (A) Stakeholder activeness (B) Company's size (C) Necessity to respond to demands (D) Company's and stakeholders' interest Answer: (^) (A) Stakeholder activeness (C) Necessity to respond to demands (D) Company's and stakeholders' interest Feedback: Stakeholder activeness, necessity to respond to demands and company's and stakeholders' interest represent (some of) the criteria for stakeholder classification. 6 Stakeholder management deals with: (A) Stakeholder mapping (B) Stakeholder analysis (C) Stakeholder identification (D) Stakeholder engagement Answer: (^) (A) Stakeholder mapping (B) Stakeholder analysis (C) Stakeholder identification (D) Stakeholder engagement Feedback: Stakeholder management deals with all suggested activities. 7 Which of the following strategies of stakeholders' behaviour towards organizations refers to the case in which stakeholders refuse to share their resources with organizations in order to make them change their behaviour? (A) Usage strategy (B) Withholding strategy (C) Damage strategy (D) Voice strategy Answer: (^) (B) Withholding strategy Feedback: This type of stakeholder behaviour known is as the withholding strategy. 8 When companies choose to deny their responsibilities towards their stakeholders and do less than is demanded of them their response can be
Feedback: Demanding stakeholders possess only the attribute of urgency of their demands, which means that a need for active communication with them is low. All other categories possess at least two or of three attributes (urgency, legitimacy, and power). 12 In which of the following categories do those stakeholders fall who lack power but have urgent legitimate claims? (A) Dangerous stakeholders (B) Dependent stakeholders (C) Dormant stakeholders (D) Demanding stakeholders Answer: (^) (B) Dependent stakeholders Feedback: Dependent stakeholders lack power, but they have urgent legitimate claims. 13 In relation to which stakeholder groups are organizations often forced to resort to the defensive strategy of dealing with stakeholders? (A) Employees (B) Media (C) Unions (D) Competition Answer: (^) (B) Media (C) Unions (D) Competition Feedback: When dealing with employees organizations usually resort to the offensive strategy. 1 Changes that occur abruptly and include a thorough transformation of the current organizational operations are known as: (A) Revolutionary changes (B) First class changes (C) Urgent changes (D) Gradual changes Answer: (^) (A) Revolutionary changes Feedback: Revolutionary changes occur abruptly and include a thorough transformation of the current organizational operations. 2 Which of the following communication responses to crisis do companies use if they decide to assume responsibility for the crisis and beg the public for forgiveness?
(A) Corrective action (B) Denial (C) Evasion of responsibility (D) Mortification Answer: (^) (D) Mortification Feedback: In this case, a company uses a strategy of mortification. 3 The mortification strategy of responding to a crisis is similar to: (A) Hiding strategy (B) Attack strategy (C) Fatalistic strategy (D) Eye-for-an-eye strategy Answer: (^) (D) Eye-for-an-eye strategy Feedback: In both cases the company assumes the responsibility for the crisis. 4 A set of key protagonists and factors of a corporate story includes: (A) Company's adversaries (B) Company's supporters (C) Company agenda (D) Company location Answer: (^) (A) Company's adversaries (B) Company's supporters (C) Company agenda Feedback: Company location is not a part of the set of key protagonists and factors of a corporate story. 5 What role do corporate stories often play in first class changes? (A) Corporate stories help companies achieve mutual understanding among the participants in the process of change. (B) Corporate stories support the institutionalization of changes. (C) Corporate stories help individuals achieve motivation for the implementation of changes to improve work processes. (D) Corporate stories help with achieving appropriate context to activate creativity. Answer: (^) (A) Corporate stories help companies achieve mutual understanding among the participants in the process of change. (B) Corporate stories support the institutionalization of changes. Feedback: Since the individual can be the main subject of gradual changes, corporate
(B) Easy to remember (C) Complex (D) Aesthetically durable Answer: (^) (C) Complex Feedback: Corporate visual identity should not be complex, but simple to remember, different from others and aesthetically durable. 3 Urban legends as a form of informal communication provide: (A) Gossip (B) Rumours (C) A moral (D) Word of mouth Answer: (^) (C) A moral Feedback: Urban legends include a moral, although their basic goal is entertainment and amusement. 4 Which of the following elements contribute(s) to high reputation of managers? (A) Low ethical standards (B) Customer care (C) High ethical standards (D) Ability to motivate employees Answer: (^) (B) Customer care (C) High ethical standards (D) Ability to motivate employees Feedback: Customer care, high ethical standards, and ability to motivate employees contribute to high reputation of managers. 5 Key disadvantages of celebrity endorsement include: (A) High costs (B) Vampirism (C) Increased awareness of company's offer (D) Simultaneous support of other companies Answer: (^) (A) High costs (B) Vampirism (D) Simultaneous support of other companies Feedback: Increased awareness of the company and its offer is one of the key advantages of celebrity endorsement.
6 Celebrities that are trusted with a role of company's endorsers should be: (A) Despised by the target audience (B) Inoffensive to the target market (C) Easy to recognize (D) Unfamiliar to the target audience Answer: (^) (B) Inoffensive to the target market (C) Easy to recognize Feedback: Celebrity endorsers should be easy to recognize and inoffensive to the target market. 7 Which of the following groups of stakeholders can become the target audience of corporate and institutional advertising? (A) Potential employees (B) Consumers (C) Shareholders (D) Local communities Answer: (^) (A) Potential employees (B) Consumers (C) Shareholders (D) Local communities Feedback: Corporate advertising can be aimed at all listed stakeholder groups. 1 Which of the following techniques is the most useful when measuring corporate image in the eye of individual? (A) Range scale (B) Completion techniques (C) Semantic differential (D) Likert scale Answer: (^) (B) Completion techniques Feedback: Completion techniques fall into the category of open techniques which are the most useful when measuring corporate image in the eye of individual. 2 Which of the following techniques is the most useful for longitudinal measurement of corporate image? (A) Semantic differential (B) Association techniques (C) Completion techniques
