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Excellence in Business Communication, 12e (Thill/Bovee)
Chapter 7 Crafting Messages for Digital Channels
1) Marketers can use ________ to link the virtual world of online social networking with the
physical world of retail stores.
A) near-field collaboration
B) location-based social networking
C) rapid-response enumeration
D) cloud-based social monetization
E) mobile podcasting
nine compositional modes needed for digital media.
AACSB: Information technology
Difficulty: Difficult
Classification: Synthesis
Learning Outcome: Explain how to create brief messages for different electronic media
2) When it comes to writing messages in today’s business environment,
A) printed messages are obsolete.
B) printed messages are still preferred for formal correspondence or a court of law.
C) email has completely replaced printed messages for all internal communication.
D) hard-copy messages are used primarily for delivering negative news.
E) most people think printed messages are too informal.
nine compositional modes needed for digital media.
AACSB: Information technology
Difficulty: Easy
Classification: Conceptual
Learning Outcome: Explain how to create brief messages for different electronic media
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3) Training content on a mobile device that is provided as workers are learning tasks is referred
to as
A) gamification.
B) virtual reality.
C) moblogging.
D) mobile podcasting.
E) augmented reality.
nine compositional modes needed for digital media.
AACSB: Information technology
Difficulty: Difficult
Classification: Conceptual
Learning Outcome: Explain how to create brief messages for different electronic media
4) Using “teasers” in electronic media as a way to pull readers or listeners into a story or other
document
A) is unethical and should always be avoided.
B) is appropriate only when large purchases are not involved.
C) is acceptable, as long as the payoff is valuable and legitimate.
D) is never appropriate for microblogging sites.
E) was once effective, but is not any longer due to an Internet-savvy public.
nine compositional modes needed for digital media.
AACSB: Information technology
Difficulty: Moderate
Classification: Conceptual
Learning Outcome: Explain how to create brief messages for different electronic media
3
5) When you’re posting comments on social media,
A) don’t worry about the details of spelling and punctuation.
B) exercise your free-speech rights by ranting and raving at length.
C) promote your products and services aggressively.
D) provide short “chunks” of information that can help others who visit the site.
E) write from an objective, third-person point of view.
nine compositional modes needed for digital media.
AACSB: Information technology
Difficulty: Easy
Classification: Conceptual
Learning Outcome: Explain how to create brief messages for different electronic media
6) The term ________ represents the use of game thinking in mobile apps and web services to
engage audiences.
A) gamification
B) contest simulation
C) shadow boxing
D) event-based learning
E) augmented reality
nine compositional modes needed for digital media.
AACSB: Information technology
Difficulty: Moderate
Classification: Conceptual
Learning Outcome: Explain how to create brief messages for different electronic media
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7) The use of ________ represents a fundamental shift in business communication.
A) websites
B) Facebook
C) social media
D) digital channels
E) digital media
nine compositional modes needed for digital media.
AACSB: Information technology
Difficulty: Difficult
Classification: Conceptual
Learning Outcome: Explain how to create brief messages for different electronic media
8) Consuming large amounts of small pieces of information instead of reviewing a larger
document is referred to as
A) chunking.
B) microblogging.
C) content snacking.
D) summarizing.
E) teasers.
nine compositional modes needed for digital media.
AACSB: Information technology
Difficulty: Moderate
Classification: Conceptual
Learning Outcome: Explain how to create brief messages for different electronic media
5
9) Social media has the ability to increase ________, allowing stakeholders to better monitor
business activities.
A) teasers
B) feedback
C) microblogging
D) summarizations
E) transparency
nine compositional modes needed for digital media.
AACSB: Information technology
Difficulty: Difficult
Classification: Conceptual
Learning Outcome: Explain how to create brief messages for different electronic media
10) When writing for social media, one should
A) write as if they are offering a sales pitch.
B) write informally, but carefully.
C) include more detail than if writing for non-social media.
D) withhold information to keep readers engaged.
E) remember that anything posted online can easily be deleted.
nine compositional modes needed for digital media.
AACSB: Information technology
Difficulty: Moderate
Classification: Conceptual
Learning Outcome: Explain how to create brief messages for different electronic media
6
11) When a summary appears at the beginning of an article or webpage,
A) it distributes how-to advice to visitors.
B) it offers helpful tips and insightful commentary.
C) it offers a review of the document’s key points.
D) it includes updates and announcements.
E) it acts as a miniature version of the document.
nine compositional modes needed for digital media.
AACSB: Information technology
Difficulty: Moderate
Classification: Conceptual
Learning Outcome: Explain how to create brief messages for different electronic media
12) Marketers use microblogging systems to send ________ that withhold key information, in
order to attract the attention of current and prospective customers.
A) teasers
B) platitudes
C) anagrams
D) testimonials
E) summaries
nine compositional modes needed for digital media.
AACSB: Information technology
Difficulty: Easy
Classification: Conceptual
Learning Outcome: Explain how to create brief messages for different electronic media
7
13) A ________ is the online equivalent of recorded radio or video broadcasts.
A) podcast
B) digital portfolio
C) videogram
D) virtual timeline
E) microblog
nine compositional modes needed for digital media.
AACSB: Information technology
Difficulty: Easy
Classification: Conceptual
Learning Outcome: Explain how to create brief messages for different electronic media
14) Twitter-ready bites of information, extracted from a blog post or other message, are called
A) sound bites.
B) tweetables.
C) epigrams.
D) clickables.
E) updates.
nine compositional modes needed for digital media.
AACSB: Information technology
Difficulty: Moderate
Classification: Conceptual
Learning Outcome: Explain how to create brief messages for different electronic media
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15) ________ for electronic media include conversations, comments and critiques, orientations,
summaries, and narratives.
A) Shared systems
B) Compositional modes
C) Interactive approaches
D) Transactional methodologies
E) Microblogs
nine compositional modes needed for digital media.
AACSB: Information technology
Difficulty: Moderate
Classification: Conceptual
Learning Outcome: Explain how to create brief messages for different electronic media
16) Because each electronic medium has unique requirements, basic communication skills do not
usually transfer from one system to another.
nine compositional modes needed for digital media.
AACSB: Information technology
Difficulty: Moderate
Classification: Critical Thinking
Learning Outcome: Explain how to create brief messages for different electronic media
17) Smartphones and tablets are ideal for mobile blogging.
nine compositional modes needed for digital media.
AACSB: Information technology
Difficulty: Easy
Classification: Conceptual
Learning Outcome: Explain how to create brief messages for different electronic media
9
18) Gamification links the virtual world of online social networking with the physical world of
retail stores and other locations.
nine compositional modes needed for digital media.
AACSB: Information technology
Difficulty: Moderate
Classification: Conceptual
Learning Outcome: Explain how to create brief messages for different electronic media
19) Discuss how differentiating between various digital media tools can get complicated as
systems and people use those tools in new and creative ways.
nine compositional modes needed for digital media.
AACSB: Information technology
Difficulty: Difficult
Classification: Synthesis
Learning Outcome: Explain how to create brief messages for different electronic media
20) List at least three general situations in which you would send a printed version of a business
message instead of using an electronic medium.
nine compositional modes needed for digital media.
AACSB: Information technology
Difficulty: Difficult
Classification: Critical Thinking
Learning Outcome: Explain how to create brief messages for different electronic media
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21) Identify the nine compositional modes that apply to electronic media in the workplace.
nine compositional modes needed for digital media.
AACSB: Information technology
Difficulty: Moderate
Classification: Synthesis
Learning Outcome: Explain how to create brief messages for different electronic media
22) What is location-based social networking? Why is it important to business communication?
nine compositional modes needed for digital media.
AACSB: Information technology
Difficulty: Difficult
Classification: Conceptual
Learning Outcome: Explain how to create brief messages for different electronic media
23) Online services that help people and organizations form connections and share information
are generally referred to as
A) clouds.
B) microblogs.
C) websites.
D) social networks.
E) digital media.
AACSB: Information technology
Difficulty: Moderate
Classification: Conceptual
Learning Outcome: Explain how to create brief messages for different electronic media