Question 1

Correct
Itisscored1.00outof1.00

Markquestion
Statement of the question
Internal communication is crucial for the success of the company because:
Select one:

When it is effective, it impacts the strategic capability of the management team to

to engage employees in achieving the objectives.
Because internal communication must be developed at the strategic level
involving management.

b.
Customer service will always be more tailored and appropriate if the employee has
all the information at your disposal.

c.
Help enhance employee satisfaction through online tools
of payroll and benefit downloads.
Feedback
The correct answer is: When it is effective, it affects the strategic capacity of
management team to engage employees in achieving the
objectives.

Question 2
Correct
Itscores1.00outof1.00

Markquestion
 Statement of the question
From these elements of the communication plan, indicate which ones are correct:
Select one:

a.
Preparation of SWOT matrix.

b.
Determination of the target audience.
It is necessary to determine the audience that we are going to reach in each communication plan.
to lead, perhaps different from the overall strategic plan.

c.
Market segmentation.
Feedback
The correct answer is: Determination of the target audience.

Question 3
Incorrect
Itscores0.00outof1.00

Markquestion
Statement of the question
BTL communication:
Select one:

a.
It is a way of communicating strategic objectives.
Their objectives are tactical and generally short-term oriented.

b.
It is being used more and more to go beyond those opportunities where the
standard actions turn out to be somewhat unspecific, somewhat impersonal or too
expensive.
Feedback
The correct answer is: It is increasingly used to go beyond those
opportunities in which standard actions are somewhat unspecific, something
impersonal or too expensive.

Question 4
Correct
Itscores1.00outof1.00

Markquestion
Statement of the question
The briefing is...
Select one:

a.
The document that the advertiser provides to their agency with the objectives of
benefits.

b.
None is correct.

c.
The document that the advertiser delivers to their agency to specify the objectives
of marketing and communication.
The briefing is the document that the advertiser provides to their agency to
specify the marketing and communication objectives.
Feedback
The correct answer is: The document that the advertiser delivers to their agency
to specify the marketing and communication objectives.

Question 5
Correct
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Markquestion
Statement of the question
The agencies...
Select one:

a.
They are intermediaries between the advertiser and the audience to which it is directed.
organization.
Agencies are intermediaries between the advertiser and the audience they are targeting.
providing you with specific technical knowledge in the field of
the communication.

b.
They are part of the internal organization of the advertiser.

c.
No answer is correct.
Feedback
The correct answer is: They are intermediaries between the advertiser and the audience.
which the organization is directed towards.

Question 1
Correct
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Markquestion
Question statement
Every communication action of the organization pursues tactical objectives.
different; each of these actions acts on the receptor in a specific way.
Can it be said that the receiver is subjected to contradictory messages?
issued by the same company?
Select one:

a.
True.

b.
False.
Through the specific and concrete messages of each action, if the
communication is strategic, the receiver perceives the overall idea that we call
positioning
Feedback
The correct answer is: False.

Question 2
Correct
Itisscored1.00outof1.00
 Markquestion
Statement of the question
As a summary of what has been the central theme of this class, what do we understand?
by 'Strategic Communication'?
Select one:

a.
The integration of all communication activities under responsibility
of a single person.

b.
The harmonization of all communication and relationship activities with the
client in order to a same end.

c.
The harmonization of all communication strategies and activities in
relationship with stakeholders
Strategic communication applies at the highest level of the idea of
corporate positioning, which means its audiences are all stakeholders,
not only the client.
Feedback
The correct answer is: The harmonization of all strategies and activities of
communication in relation to stakeholders

Question 3
Correct
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Markquestion
Statement of the question
What would be the most appropriate method to measure investment results in
communication?
Select one:

a.
Audience statistics recorded in the advertising spaces used in the
campaign.
b.
Measurement and quantification of research results (periodic tracking,
quantitative research, opinion of qualified samples,...) on the scope
of the communication objectives.
Not only should audience data be valued, but also changes in opinion and
valuation of consumer opinions, values.

c.
Increase in sales recorded during the campaign period.
Feedback
The correct answer is: Measurement and quantification of research results
periodic tracking, quantitative research, sample opinion
qualified, ...) about the scope of the communication objectives.

Question 4
Correct
Itisscored1.00outof1.00

Markquestion
Statement of the question
Indicate which of these answers is false. "Customer orientation...
Select one:

a.
It requires a large investment in advertising.
Customer orientation involves good service from the first contact to
after-sales service, sometimes without investment in advertising.

b.
It aims to offer greater differentiation in the supply of goods and services.

c.
It involves database management to take care of the relationship with the client:
Feedback
The correct answer is: It requires a large investment in advertising.

Question 5
Correct
Itisscored1.00outof1.00

Markquestion
Statement of the question
Confirm if the following statement is true or false: "One must be great"
to manage a strategic communication well
Select one:

a.
True.

b.
False.
Because it is not the size that defines whether communication is strategic, and if so
they perform correctly. There are small and medium-sized companies that carry out
excellent strategic communication and large companies that must
improve your communication.
Feedback
The correct answer is: False.

Question 6
Correct
Itisscored1.00outof1.00

Markquestion
Statement of the question
There are many communication actions carried out by a large company; the
planning and management of these activities is distributed among several
departments of the company, what would be the most appropriate internal organization?
for communication with strategic vision?
Select one:

a.
Concentrate all these activities under the exclusive responsibility of
Marketing department.

b.
Concentrate all these activities under the exclusive responsibility of
Department of Communication.
c.
Maintain the current responsibilities in each department, and although
respecting their autonomy of action, maintain coherence among all the
communication actions that originate from the company and pursue the achievement
of the strategic objectives of the organization.
All the messages emitted by the organization must be coherent and be
aligned with the overall strategy, vision, and mission of the company.
Feedback
The correct answer is: Maintain the current responsibilities in each
department, and while respecting their autonomy of action, maintain a
coherence among all communication actions that stem from the company and
that pursues the achievement of the organization's strategic objectives.

Question 7
Correct
Itscores1.00outof1.00

Markquestion
Statement of the question
Indicate the correct answer:
Select one:

a.
We live in a hypercommunicated world. Our audience is saturated with
information. Companies must make use of big data to carry out campaigns
creative, useful, and impactful communication that reaches the target audience.

b.
We live in a hyper-communicated world. Our audience is saturated with
information. Companies should not take communication actions because they
turns against them.
Feedback
The correct answer is: We live in a hyper-communicated world. Our audience
is saturated with information. Companies must make use of "big data" to
carry out creative, useful, and impactful communication campaigns that reach the
target audience.

Question 8
Correct
Itisscored1.00outof1.00

Markquestion
Statement of the question
Indicate whether the following statement is true or false: "Nowadays the line of
The separation between actions below and above the line has practically disappeared.
Select one:

a.
False.

b.
True.
With the emergence of social media and transmedia or 360º communication, it is very
It's difficult to segment between above the line and below the line actions.
Feedback
The correct answer is: True.

Question 9
Correct
Itscores1.00outof1.00

Markquestion
Statement of the question
Confirm if the following statement is true or false: 'For maintenance
From memory, it is always necessary to carry out advertising actions.
Select one:

a.
False.
Although it is convenient, not always, there are great examples to the contrary.

b.
True.
Feedback
The correct answer is: False.
Question 10
Correct
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Markquestion
Statement of the question
Companies that communicate on social platforms:
Select one:

a.
They generate more sales.

b.
They only make a profit when the reviews are positive.

c.
They tend to obtain more benefits in marketing, sales, and market share.
This is the truth, because we increased our way of reaching the end user,
used to social media.
Feedback
The correct answer is: They tend to obtain more marketing, sales, and benefits.
market share.

Question 1
Correct

Itscores1.00outof1.00

Markquestion

Statement of the question

The most common criteria for creating a communication budget:
Select one:
a.

Complex parity, percentage on general expenses, investment by objectives.

b.

Competitive parity, percentage of unit value of the product, investment for

objectives.

c.

Competitive parity, percentage method, investment by objectives.

These are called the most common methods.

Feedback
The correct answer is: Competitive parity, percentage method, investment by
objectives.

Question 2
Correct

Itscores1.00outof1.00

Markquestion

Statement of the question

The budget allocated to communication:
Select one:

a.

It always looks like an expense because actions cannot always be measured.

efficiently.

b.

It should be seen as a long-term investment.

Thestrategic communicationit is a long-term investment because of the lack of investment
affects the value of the brand.

Feedback
The correct answer is: It should be seen as a long-term investment.
Question 3
Correct
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Markquestion

Statement of the question

Indicate the correct answer:
Select one:

a.

Internal and external communication pursue different objectives and are directed at
different audiences, so they can act independently.

b.

All the communication of the company, including external or internal communication,

it must be coherent and aligned.
Feedback
The correct answer is: All the communication of the company, including communication
external or internal, it must be coherent and aligned.

Question 4
Correct

Itscores1.00outof1.00

Markquestion

Statement of the question

The communication budget...
Select one:
a.

It is a simple task. There are established methods for each sector and
company.

b.

It's a complicated task. Each sector and company has its own methods resulting from
from experience or circumstances.
Feedback
The correct answer is: It is a complicated task. Each sector and company has its
own methods resulting from experience or circumstances.

Question 5
Correct

Itscores1.00outof1.00

Markquestion

Question statement
When designing the communication tool mix, the following must be taken into account:
Select one:

a.
Appropriate messages and appropriate channels.
For each audience and each objective, the messages and channels must be appropriate to the
characteristics.

b.

Messages and channels with large audiences.

c.

Diverse audiences and different messages.

d.
Diverse audiences and diverse segments.
Feedback
The correct answer is: Appropriate messages and appropriate channels.

Question 6
Correct
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Markquestion

Statement of the question

Of all these criteria, which is the most rational for estimating the investment in
communication?
Select one:

a.

The method of investment by objectives.

True, because it correctly sizes the investment with the objectives of
proposed communication, without additional waste

b.

The percentage method.

c.

The competitive parity method.

d.

The method of estimating expenditure per unit sold.

Feedback
The correct answer is: The target inversion method.

Question 7
Correct
Itisscored1.00outof1.00

Markquestion

Statement of the question

A company is undergoing a crisis and must activate its communication plan.
Indicate the correct answer:
Select one:

a.

We must act with caution, evaluate all the data, and provide a response to the
media that is truthful and based on facts rather than opinions or rumors.

b.
The most advisable thing is to opt for the strategy of silence or evasion. In the end and at
sometimes crises end up disappearing on their own.

c.
The first thing they should do is deny the facts. Then, there will be time to give the...
relevant explanations or to apologize if necessary.
Feedback
The correct answer is: One must act with caution, assess all data, and provide a
response to the media that is truthful and based on facts and not on opinions or rumors.

Question 8
Correct
Itisscored1.00outof1.00

Markquestion

Statement of the question

Indicate whether this statement is correct: "There is a unique communication plan in the
company. It is prepared once a year and includes actions from all the
departments of the company.
Select one:

a.

True.

b.

False.
Each area or communication need must have a specific plan.

Feedback
The correct answer is: False.

Question 9
Correct
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Markquestion

Statement of the question

Indicate the correct answer:
Select one:

a.

Business communication is a specific activity that takes place at certain times.

strategic of the company.

b.

Thestrategic communicationof the company contributes to the achievement of the

ultimate objectives of the organization.

c.

Thestrategic communicationthe company aims solely to serve the

needs is the communication of the company's salespeople.
Feedback
The correct answer is: Thestrategic communicationfrom the company contributes to the
achievement of the organization's ultimate objectives.

Question 10
Correct

Itscores1.00outof1.00

Markquestion

Statement of the question

Indicate which essential element of the communication plan is not present in
this list:
Analysis and background, objectives, strategy, actions, messages, timeline,
economic and human resources, measurement indicators:
Select one:

a.

Plan B or alternative in case of error.

b.

Flowchart of activities.

c.

Target audience.
It is necessary to determine to whom to direct the communication, who the receiver is.

Feedback
The correct answer is: Target audience.

In the selection of the agency, which of these criteria does not apply?
Select one:

a.
The salary of its executives.
No. It is not relevant in the decision-making regarding the choice of the agency.

b.
The size.

The remuneration system.

Feedback
The correct answer is: The salary of its executives.

Question 2
Correct
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Markquestion
Statement of the question
Answer whether this statement is generally true or not: "One of the criteria
Basic criteria in the pre-selection of agencies is that they can demonstrate a lot of experience.
in our sector
Select one:

a.
False.

b.
True.
It is one of the key points in aligning with our objectives normally.
Feedback
The correct answer is: True.

Question 3
Correct
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Markquestion
Question statement
For the launch of a mass consumer product:
Select one:

a.
We need a notable creative proposal.
It is the one that best reflects the reality of a launch, as we need to create
knowledge in the market.

b.
We need an agency with international presence.

c.
Let's put all our effort into digital agencies.
Feedback
The correct answer is: We need a notable creative proposal.

Question 4
Correct
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Markquestion
Statement of the question
The contractual relationship between the agency and the advertiser consists of that
advertiser pays an annual amount, payable monthly, in concepts of
fees for the total work planned to be done during the year is called:
Select one:

a.
Investment.

b.
Fee.
It is a percentage of expenses.

c.
Fees.
Feedback
The correct answer is: Fee.

Question 5
Correct
Itscores1.00outof1.00

Markquestion
Statement of the question
Agencies that focus on a specific advertising activity are called:
Select one:

a.
Specialized agencies.
They can specialize in production, creativity, digital, social networks,
public relations, content, media etc.

b.
Internal agencies.

c.
Of full services.
Feedback
The correct answer is: Specialized agencies.

Question 6
Correct
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Markquestion
Statement of the question
When evaluating the services offered by the agency, it is essential to know which part
These services are carried out with external agents or freelancers.
Select one:

a.
True.
True because the quality of freelance work must be supported by the
hired agency.

b.
False.
 Feedback
The correct answer is: True.

Question 7
Correct
Itisscored1.00outof1.00

Markquestion
Statement of the question
Choose the answer that best fits the following statement: "The agency
better is...

Select one:

a.
The largest one.

b.
The one that fits my needs.
The best agency is the one that understands my objectives, my sector, my groups of
interest, and it adjusts to this.

c.
The best in creativity.
Feedback
The correct answer is: The one that fits my needs.

Question 8
Correct
Itscores1.00outof1.00

Markquestion
Question statement
What are the names of the small agencies focused on the creative side of
the advertising campaign?
Select one:
a.
Creative workshops.
They are also called boutiques and focus on the creativity of the campaign.

b.
Internal agencies.

c.
Specialized agencies.
Feedback
The correct answer is: Creative workshops.

Question 9
Correct
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Markquestion
Statement of the question
The selection method by competition is advisable because the more ideas there are
have it on the table, better.
Select one:

False.
The mass competition distracts agencies from their usual work and tends to decline.
the level of quality.

b.
True.
Feedback
The correct answer is: False.

Question 10
Correct
Itisscored1.00outof1.00
 Markquestion
Statement of the question
Media agencies:
Select one:

a.
They are always large to optimize synergies with agencies and media.

b.
They are companies that sell advertising space in a specific medium.

c.
They are companies that assume all functions related to the media.
They carry out planning, selection, and management of the purchase of advertising spaces.
Feedback
The correct answer is: They are companies that take on all functions in
relationship with the media.

Question 1
Correct
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Markquestion
Statement of the question
The briefing is the document in which the advertiser fundamentally conveys
the agency provides extensive information about the company, market, and products.

Select one:

a.
True.

b.
False.
YES, because, in addition to all the above, it is a guiding document for the agency
to be as aligned with the advertiser's or client's objectives as possible.
Feedback
The correct answer is: False.

Question 2
Correct
Itisscored1.00outof1.00

Markquestion
Statement of the question
Indicate which of these statements has more general validity when evaluating the
appropriateness of an advertisement in the daily press.

Select one:

a.
There must be coherence between the headline and the elements in the press ads.
visuals (photographs or illustrations) and the block of text, so that all of them
build a unitary speech.
Yes. Coherence must be clear for the discourse to be unified.

b.
Press ads must have a reasonably long text because
they allow to better develop the argument in favor of the product.
Feedback
The correct answer is: There must be consistency in press advertisements.
the headline, the visual elements (photographs or illustrations), and the block of text,
so that all of them can build a unified discourse.

Question 3
Correct
Itisscored1.00outof1.00

Markquestion
Statement of the question
The agency should have no involvement in the drafting of the briefing,
because conflicts of interest can arise with other clients.
Select one:

a.
False.
YES. If the agency does not participate actively, its creative work may be affected.
committed and not reaching excellence. Conflicts of interest do not have
what happens in agencies with high professionalism.

b.
True.
Feedback
The correct answer is: False.

Question 4
Correct
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Markquestion
Statement of the question
What do we understand by 'positioning'?
Select one:

a.
The position that a product or service occupies in the consumer's mind.

b.
The position we recommend for the product on the shelves at the point of sale.
Feedback
The correct answer is: The position that a product or service occupies in the
consumer mind.

Question 5
Correct
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Markquestion
Statement of the question
Indicate which is the most valid statement:
Select one:
a.
Outdoor advertisements must have a single photograph or illustration, in order not to
produce visual confusion.

b.
Outdoor advertisements must be composed with harmony among their different elements.
elements (visual and text) so that they can be easily understood during the
a few seconds that the passage of a motorist near that billboard lasts.
YES. Coherence is what makes the message effective.
Feedback
The correct answer is: Outdoor ads must be composed of
harmony between its different elements (visual and text) so that they are understood
with ease during the few seconds that a motorist passes by
near that billboard.

Question 6
Correct
Itscores1.00outof1.00

Markquestion
Statement of the question
The briefing must be very long to include a large amount of information.
enriching.
Select one:

a.
True.

b.
False.
YES, it has to contain the appropriate information, but not necessarily a lot.
Better concise and clear than extensive and confusing.

Feedback
The correct answer is: False.

Question 7
Correct
Itscores1.00outof1.00
 Markquestion
Statement of the question
Why is it important to consider the USP (Unique Selling Proposition or
Unique selling proposition in the preparation of the briefing?
Select one:

a.
Because the USP indicates the comparative advantage of the product over others. It is a
sales pitch that can be turned into an advertising slogan.

b.
Because the USP allows you to identify the mediums to which we should direct ourselves.

Feedback
The correct answer is: Because the USP indicates the comparative advantage of the
product compared to others. It's a sales argument that can be turned into a
advertising slogan.

Question 8
Correct
Itisscored1.00outof1.00

Markquestion
Statement of the question
The 'core of a briefing' consists of the reflections around three main
themes: the target audience we want to reach, the value proposition or
benefit and positioning.
Select one:

a.
True.
YES, the important thing for the agency is the comparative advantage, the call to action,
the brand's vision in positioning, and thus create the best campaign.

b.
False.
Feedback
The correct answer is: True.
Question 9
Correct
Itscores1.00outof1.00

Markquestion
Statement of the question
Do you think the briefing should provide information about our target audience?
Select one:

a.
Yes, because the more defined the audience is, the easier it will be to create a design.
cash.

b.
No, because if we detail it, it conditions the creativity of the agency.
Feedback
The correct answer is: Yes, because the more defined the audience is, the more
It will be easy to create an effective design.

Question 10
Correct
Itisscored1.00outof1.00

Markquestion
Question statement
The communication proposal and the briefing objectives must be coherent.
Select one:

False.

b.
True.
Yes, because the briefing and creativity must be aligned, and in turn, with
the marketing objectives of the company.
Feedback
The correct answer is: True.
Do you consider mobile phones an important advertising medium?
Select one:

a.
Yes.
If you don't enter mobile communication, you will die as a company. The reasons
They seem obvious, we need to be in the places where our clients are searching.

b.
No.
Feedback
The correct answer is: Yes.

Question 2
Correct
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Markquestion
Statement of the question
The media is used in advertising to reach those consumers who
they are in a situation close to the purchasing decision and read the message with interest
Complete. Do you consider this statement to be correct?

Select one:

a.
True.
Additionally, a more informative creativity can be carried out.

b.
False.
Feedback
The correct answer is: True.

Question 3
Correct
Itisscored1.00outof1.00
 Markquestion
Statement of the question
The presence of competing ads on the same platform chosen
it can inhibit the effectiveness of our message:
Select one:

a.
True.
Advertising saturation often makes communication in media
traditional means to be ineffective

b.
False.
Feedback
The correct answer is: True.

Question 4
Correct
Itisscored1.00outof1.00

Markquestion
Statement of the question
A leading brand in consumer goods must defend its market share.
market with advertising investments that also grant it leadership in
share of voice (SOV). Do you think that, except for exceptions, a leading brand in its
Should the market follow this policy?
Select one:

a.
False.

b.
True.
Yes, because in very competitive markets like those of mass consumption, if the public
doesn't see you or hear you loses interest

Feedback
The correct answer is: True.
Question 5
Correct
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Markquestion
Statement of the question
The formula for GRPs is:
Select one:

a.
GRPs = frequency x coverage.

b.
GRPs = coverage x audience.
Feedback
The correct answer is: GRP's = frequency x coverage.

Question 6
Correct
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Markquestion
Statement of the question
Do you think there is any relationship between the prestige of the medium or the program where
Will our advertisement and the prestige of the product or service advertised be issued?

Select one:

a.
Yes, the prestige of the support extends to the advertised product or service.
we refer to the La Noria case discussed in the subject.

b.
No, they are completely independent.
Feedback
The correct answer is: Yes, the prestige of the support transfers to the product or
announced service. (We refer to the La Noria Case mentioned in the subject).
Question 7
Correct
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Markquestion
Statement of the question
What is the Rating Point?
Select one:

a.
The total number of impacts achieved per 100 people in the audience
Objective Rating Point (RP).

b.
The % of your target audience that is impacted at least once with a message
concrete.
Feedback
The correct answer is: The % of your target audience that is impacted at least
once with a concrete message.

Question 8
Correct
Itisscored1.00outof1.00

Markquestion
Statement of the question
Radio stations, considered individually (not as a medium in general,
but provide little coverage, but allow to achieve
high frequencies (OTS) due to repeated exposure of the same listeners.
Select one:

a.
False.

b.
True.
Yes, because being very local broadcasters, the coverage is limited.
Feedback
The correct answer is: True.

Question 9
Correct
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Markquestion
Statement of the question
Complete with the phrase you consider most appropriate. To select well the
advertising support...
Select one:

a.
The fundamental thing is to analyze where our competition is.

b.
The fundamental thing is to see which medium is most in fashion.

c.
The fundamental thing is to understand the behavior of the target audience regarding the
consumption of that medium.

Feedback
The correct answer is: The fundamental thing is to know the behavior of
target audience regarding the consumption of that medium.

Question 10
Correct
Itisscored1.00outof1.00

Markquestion
Statement of the question
For long-term campaigns, the most common patterns for insertions in
media are continuous advertising, intermittent (in English flighting) and rhythmic
(pulsing).
Select one:

a.
True.
Yes, the intensity is more effective over time if it is intermittent and rhythmic.

b.
False.
Feedback
The correct answer is: True.
Promotion usually occurs:
Select one:

a.
Directed to the retailer and not to the end customer.

b.
In the final stage of the marketing process and concerning any of the actors.
of the Retailer-Customer relationship.
It can be to the retailer or to the customer, or to the sales force, and to enhance a
direct purchase action.
Feedback
The correct answer is: In the final stage of the marketing process and about
any of the actors in the Retailer-Customer relationship.

Question 2
Correct
Itisrated1.00outof1.00

Markquestion
Statement of the question
By commitment in a sponsorship, we understand, specifically:
Select one:

a.
The moral endorsement with which the sponsor supports the aims of the sponsored entity
and shares its values.
If the company's values and attitudes do not align or vice versa with the
my character/event sponsored, there will be no return on investment and it is
counterproductive.
b.
The contractual obligation on the part of the sponsored to satisfy the
promised consideration to display the sponsored brand.
Feedback
The correct answer is: The moral commitment with which the sponsor supports the
ends of the sponsored entity and share its values.

Question 3
Correct
Itscores1.00outof1.00

Markquestion
Statement of the question
The Promotion has its ultimate cause in the need for...
Select one:

a.
To provide the product with differentiation, even if it is of an extrinsic nature to
said product and of a temporary nature.
Normally, the added value to the product is intrinsic, but occasionally it is
extrinsic. The important thing here is the temporary nature.

b.
Equipping the product with differentiation, always with intrinsic elements of
added value.
Feedback
The correct answer is: To provide the product with a differentiation, even if it is minimal.
extrinsic nature to that product and of a temporary nature.

Question 4
Correct
Itscores1.00outof1.00

Markquestion
Statement of the question
The most recognized procedure by large companies to evaluate the
results of a sponsorship in terms of brand exposure are:
Select one:

a.
Account for the equivalent GRPs and advertising investment from the appearance of the
mark in the various media.
Because it is still measured in terms of advertising.

b.
Count the number of TV programs, newspapers, and magazines in which it has
appeared the brand on the occasion of said sponsorship.
Feedback
The correct answer is: Account for the GRPs and advertising investment
equivalents of brand appearance in various media.

Question 5
Correct
Itscores1.00outof1.00

Markquestion
Statement of the question
In a Mobile Marketing campaign, what factor decides who should start the
relationship with the public in a campaign?
Select one:

a.
The degree of affinity of the target audience with the company.

b.
The communication tools and systems that we are going to choose.
They mark the possibilities that arise in communication.

c.
The overall strategy of the company.
Feedback
The correct answer is: The communication tools and systems that
Let's go choose.

Question 6
Correct
Itisscored1.00outof1.00

Markquestion
Question statement
BTL communication:
Select one:

a.
It is increasingly used to go beyond those opportunities in which the
standard actions turn out to be somewhat unspecific, somewhat impersonal, or too
costly.
In an environment of advertising saturation, communication actions do not
conventional methods are proving to be more effective.

b.
It is a way of communicating strategic objectives.
Feedback
The correct answer is: It is increasingly used to go beyond those
opportunities in which standard actions are somewhat unspecific,
impersonal or too expensive.

Question 7
Correct
Itisscored1.00outof1.00

Markquestion
Statement of the question
Sponsorship is above all:
Select one:

a.
A promotional tool.

b.
A brand communication tool.
Its goal is to enhance reputation and is more long-term than a promotion.
of sales.
 Feedback
The correct answer is: A brand communication tool.

Question 8
Correct
Itisscored1.00outof1.00

Markquestion
Statement of the question
Sales promotion is...
Select one:

a.
A commercial management tool to achieve objectives exclusively for
short term.

b.
A commercial management tool to achieve objectives exclusively for
long term.

c.
A business management tool to achieve short-term goals,
mainly, although it can be the result of a long-term strategy.
There are companies that can integrate promotions into their long-term strategy.
sales as commercial management tools, such as Procter & Gamble.
Feedback
The correct answer is: A commercial management tool to achieve
short-term objectives, mainly, although it can be the result of a strategy to
long term.

Question 9
Correct
Itisscored1.00outof1.00

Markquestion
Statement of the question
Does the following objective of a business communication plan correspond to the
initiative given? "Loyalty to the best customers" → "Offer to the customers
benefits and rewards systems.
Select one:

a.
False.

b.
True.
Because the good relationship with the best clients must be nurtured, transforming
direct marketing in relational marketing.
Feedback
The correct answer is: True.

Question 10
Correct
Itisscored1.00outof1.00

Markquestion
Statement of the question
Choose the correct answer: The choice of the thematic area and/or event that is
think to sponsor, requires:
Select one:

a.
Both answers are correct.
Without identifying the event values, we will not be able to know if it is suitable for our
Brand, and without assessing the potential reach of the event we will not know its effectiveness.

b.
Identify the values with which the event is perceived by the public.

c.
Evaluate the potential diffusion of the event.
Feedback
The correct answer is: Both answers are correct.
The aspects that companies value the most when selecting an agency
for direct marketing are:
Select one:
a.

Both answers are correct.

b.

The cost.

c.

Its creative capacity and quality of services.

These are the most valued aspects.

Feedback
The correct answer is: Their creative capacity and service quality.

Question 2
Correct
Itisscored1.00outof1.00

Markquestion

Statement of the question

A recommendation for the response pathways that should be incorporated into a piece.
traditional postal direct marketing would be:
Select one:

a.

The convenience of designing a large-sized reply coupon, easy to

to complement.

b.

The convenience of proposing only a single response.

c.

The convenience of leaving more than one possible answer open.

Open various alternatives to gather those diverse levels of interest in the recipients.
from our communication is the most effective recommendation.

Feedback
The correct answer is: The convenience of leaving more than one possible answer open.

Question 3
Correct

Itscores1.00outof1.00

Markquestion

Statement of the question

In a direct marketing campaign about a list of email addresses
electronic What attitude would you adopt to fill in the 'Subject' field?
Subject in the header of the sent emails?
Select one:

a.

Be transparent in identifying the sender (my company) and in the statement

of the matter, making it clear that it is an offer or discount.

b.

Use the Subject as the first opportunity to engage the recipient with a
"interesting" or "hook" message that does not provoke a priori rejection.
It is necessary to provoke the customer's curiosity so that they open it, click on it, and can reach it.
to become action.

c.
I wouldn't say anything in the statement of the 'Subject', and I would hide the identification of
emitter.
Feedback
The correct answer is: Use the Subject as the first opportunity to engage the
recipient with an 'interesting' or 'hook' message, that does not provoke a priori rejection.

Question 4
Correct
Itisscored1.00outof1.00

Markquestion

Statement of the question

What concrete measure could help improve the quality of conversations in
telemarketing?
Select one:

a.

Make the 'argument trees' more precise and developed.

delivered to the teleoperators.

b.

Give full freedom to the teleoperators to lead the conversation towards their
own criterion, depending on how they perceive their interlocutor's response.

c.

Improve the training of teleoperators in basic aspects of the relationship

verbal and, in a special way, in teaching them to listen.
Active listening can be used for better conversation and effective communication.
message transmission.

Feedback
The correct answer is: Improve the training of teleoperators in basic aspects
of verbal communication and, in a special way, in teaching them to listen.

Question 5
Correct

Itscores1.00outof1.00

Markquestion
Statement of the question
Finally, another of the basic rules for email marketing is:
Select one:

a.

Not making the legal disclaimer about data protection laws clear.
personal.

b.

Try to include more than 2-3 important ideas.

c.
The design is the most important thing. The success of a campaign (clicks) is in the design.
from the actual email. And this design, of course, will depend on each case.
The design and content of the message or newsletter (with offer, with discount, with
information) is the determining element in the action of clicking on the link and opening the
content, and even, take action.

Feedback
The correct answer is: Design is the most important. The success of a campaign (clicks)
it is in the design of the email itself. And this design, of course, will depend on each case.

Question 6
Correct

Itscores1.00outof1.00

Markquestion

Statement of the question

Even accepting that there are various techniques and styles of creativity for Marketing
direct, a simpler and less intrusive creativity has more potential
future. The main reason for this creative approach is (indicates the answer
correct.
Select one:

a.
That the consumer is becoming increasingly 'educated' and demands more 'dialogue'
adult, transparent and direct.
The client has training in "brands" and memory, and demands an honest dialogue and
transparent with the brand.

b.

It responds to a current trend that we also observe in other fields of

decoration, interior design, and editorial design.

c.

That the convoluted mailing formats, full of pieces and colors, trigger
production costs.
Feedback
The correct answer is: That the consumer is increasingly 'educated' and demands a
"more adult, transparent, and direct dialogue."

Question 7
Correct
Itisscored1.00outof1.00

Markquestion

Statement of the question

Which of the following aspects of executing a postal mailing do you find
what is most important to achieve good message personalization?
Select one:

a.

All are correct.

It is the best way to establish a relationship with the customer to build loyalty. The first and
The basic thing is that the message reaches him correctly, so as not to give a bad impression, that the tone
and the language is appropriate and that it is directed personally, as much as possible
possible.

b.
Carefully ensure that the tone and language of the texts are appropriate to the
target.

c.

Correctly indicate the name and surname of the recipient on the envelope or header.
of the letter.
Feedback
The correct answer is: All are correct.

Question 8
Correct
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Markquestion

Statement of the question

In the evaluation of the creativity of Direct Marketing, the first...
Step, the general criteria we know about evaluating creativity
advertising.
How would the concept of USP (Unique Selling Proposition) be applied to a mailing?
postal, if we say that there is a USP in a mailing?
Select one:

a.
In the envelope, there is ONLY one strong call for attention.

b.

The response mechanism is UNIQUE and is clearly stated.

c.

If the mailing contains several pieces, they all must lead to the same one.
message and do not produce call dispersion.
Also, an email should convey a single message and a value proposition, although
to convey that message, let's use a battery of arguments that can be
materialized in the various pieces or elements contained in the mailing.
Feedback
The correct answer is: If the mailing contains several pieces, all of them must
lead to the same message and do not produce call dispersion.

Question 9
Correct
Itisscored1.00outof1.00

Markquestion

Statement of the question

In your opinion, what aspect of Direct Marketing is the most valued by the
advertisers?
Select one:

a.

The possibility of segmentation.

The most important thing about direct marketing for the advertiser is the possibilities of
segmentation it offers.

b.

The possibility of measuring responses.

c.

The possibility of interaction with the customer.

Feedback
The correct answer is: The possibility of segmentation.

Question 10
Correct
Itisscored1.00outof1.00
 Markquestion

Statement of the question

Some of the basic rules that should be followed for the implementation of e-
mailing is:
Select one:

a.

Duplicate deliveries in the recipients' mailboxes.

b.

Clean the database.

Without a good database, effectiveness in shipments and direct marketing is not possible.

c.

Increase the frequency of shipments if there is a budget.

Feedback
The correct answer is: Debug the database.
Finalize review

Among the following groups of internal strategic audiences, one has slipped in that
It is not. Can you identify it?
Select one:

a.

Employees.

b.

Shareholders.

c.

NGOs.
They are groups that are not within the organization.
d.

Unions.
Feedback
The correct answer is: NGOs.

Question 2
Correct
Itisscored1.00outof1.00

Markquestion

Statement of the question

Indicate the correct statement:
Select one:

a.

Traditional external communication tools coexist with digital ones.

or more modern ones that aim to bring my company or product to
general public.

b.

Traditional external communication tools are intended for the

family and traditional businesses.
Feedback
The correct answer is: Traditional external communication tools
they coexist with the digital or more modern ones and pursue the goal of getting my
company or product to the general public.

Question 3
Correct
Itisscored1.00outof1.00
 Markquestion

Statement of the question

The statement: 'communication is prioritized over action when the crisis affects'
"intangibles" is...
Select one:

a.

True.
Communication is a priority over action when the crisis affects intangible issues.
as reputation and no loss of life.

b.

False.
Feedback
The correct answer is: True.

Question 4
Correct
Itisscored1.00outof1.00

Markquestion

Statement of the question

In the event of a crisis situation, indicate which response is correct:
Select one:

a.

We must not forget specific internal communication actions.

b.
Neither of the two is correct.

c.

The importance of the media should not be minimized nor of

comments on social media that can alert us. The organization must be
accessible at all times.

d.

Both answers are correct.

Feedback
The correct answer is: Both answers are correct.

Question 5
Correct
Itisscored1.00outof1.00

Markquestion

Statement of the question

Choose the most correct statement:
Select one:

The image projected by the organization always matches the image

perceived by the consumer.

b.

To manage crisis communication, it is only necessary to establish a good

relationship with journalists.

c.

The rumor undermines the morale and image of the company; the way to combat it is
identify the source and establish its degree of truthfulness.
To combat the rumor, it is essential to establish its degree of truth and identify the
source.

Feedback
The correct answer is: The rumor undermines the morale and image of the company; the way of
To combat it is to identify the source and establish its degree of truthfulness.

Question 6
Correct
Itisscored1.00outof1.00

Markquestion

Statement of the question

The press conference is a useful tool in external communication that should be used:
Select one:

a.
Only in case of a serious crisis.

b.

Every time the company wants to tell something to the media.

c.

At specific, strategic moments and if there is truly something important and

innovative to communicate.
Feedback
The correct answer is: At specific, strategic moments and if it is really needed.
something important and new to communicate.

Question 7
Correct
Itisscored1.00outof1.00
 Markquestion

Statement of the question

Gamification:
Select one:

a.
It is not a useful tool in internal communication because it is not characteristic of a
company that wants to appear formal.

b.

It is an internal communication tool because it helps with training tasks,

teamwork, cohesion among employees...
Feedback
The correct answer is: It is an internal communication tool because it helps to
training activities, teamwork, cohesion among employees...

Question 8
Correct

Itscores1.00outof1.00

Markquestion

Statement of the question

The crisis committee must be composed of at least: the highest responsible person
possible from the organization, the person in charge of the management or department
affected, qualified specialist technicians belonging to the area in
crisis and who else?...
Select one:

a.

The company's innovation director.

b.

The quality manager of the company.

c.

The communications director of the company.

Feedback
The correct answer is: The company's communication director.

Question 9
Correct
Itisscored1.00outof1.00

Markquestion

Statement of the question

In case of crisis there will be:

Select one:

a.

Various spokespersons to avoid the overexposure of not only.

b.
A single spokesperson.
It is necessary to have a single spokesperson for the institution, through which communication is channeled.
all the information. This action prevents confusion and distortion of the information that
we will issue.

Feedback
The correct answer is: A single spokesperson.

Question 10
Correct

Itisrated1.00outof1.00
 Markquestion

Statement of the question

Internal communication is:
Select one:

a.

The flow of messages, tools, and actions that develop in a

organization and at all its levels (horizontal, vertical, circular, transversal…).

b.

The messages that top management sends to the employees of the organization.

c.

The conversations that take place between employees of the same department
or among members of different directions.
Feedback
The correct answer is: The flow of messages, tools, and actions that are
they develop in an organization and at all its levels (horizontal, vertical, circular,
transversal...)
Finalize review