38
84) When you’re creating a blog, include one or more ________ so that your audience can
receive headlines and blog-post summaries automatically.
A) information portals
B) newsfeed options
C) data-retrieval links
D) email addresses
E) uniform resource locators
briefly explain how to adapt the three-step process to blogging.
AACSB: Information technology
Difficulty: Moderate
Classification: Conceptual
Learning Outcome: Explain how to create brief messages for different electronic media
85) If a customer uses the comment feature to criticize the content of your business blog,
A) you should respond promptly and honestly.
B) ignore it unless the critic is incorrect.
C) post it, and follow with a blog entry to show your audience that it will not be tolerated.
D) you should immediately shut the blog down to avoid potential harm to your reputation.
E) remove the specific comment.
briefly explain how to adapt the three-step process to blogging.
AACSB: Information technology
Difficulty: Moderate
Classification: Conceptual
Learning Outcome: Explain how to create brief messages for different electronic media
39
86) When you’re blogging for business,
A) don’t worry about proofreading because your audience doesn’t expect it.
B) apply the three-step writing process as you would for any other business message.
C) don’t spend a lot of time trying to define your audience: you’re writing for everyone.
D) it is a waste of time unless you are selling high-tech products or services.
E) you can rely on your HTML editor to correct all errors in spelling and grammar.
briefly explain how to adapt the three-step process to blogging.
AACSB: Information technology
Difficulty: Moderate
Classification: Conceptual
Learning Outcome: Explain how to create brief messages for different electronic media
87) Which of the following would be the most effective headline for a new posting on a business
blog?
A) You Might Already Know It, But…
B) Random Thoughts From My Addled Brain
C) Things We Thought You Needed to Know
D) Seven Reasons To Switch Your Smartphone Carrier
E) Our New Products: A Brief Overview
briefly explain how to adapt the three-step process to blogging.
AACSB: Information technology
Difficulty: Moderate
Classification: Critical Thinking
Learning Outcome: Explain how to create brief messages for different electronic media
40
88) Twitter users consider ________ to be the most valuable kind of tweets.
A) somebody’s random musings about a personal issue
B) spontaneous messages, such as saying “good morning”
C) engaging messages, such as asking followers for advice
D) complaints from someone who’s stuck in traffic or having a bad day
E) conversations between a Twitter account owner and a specific follower
briefly explain how to adapt the three-step process to blogging.
AACSB: Information technology
Difficulty: Moderate
Classification: Critical Thinking
Learning Outcome: Explain how to create brief messages for different electronic media
89) Retweeting is the practice of forwarding messages from other Twitter users. It is the
microblogging equivalent of
A) exchanging emails to discuss a complex situation.
B) using content curation to share content from other bloggers.
C) protecting your online footprint from behavioral targeting.
D) carrying on a real-time conversation via instant messaging.
E) conducting a keyword search on a general-purpose search engine.
briefly explain how to adapt the three-step process to blogging.
AACSB: Information technology
Difficulty: Moderate
Classification: Conceptual
Learning Outcome: Explain how to create brief messages for different electronic media
90) Writing “teasers” on microblogging sites can be effective, as long as the payoffs to which
they lead are valuable and legitimate.
briefly explain how to adapt the three-step process to blogging.
AACSB: Information technology
Difficulty: Easy
Classification: Conceptual
Learning Outcome: Explain how to create brief messages for different electronic media
41
91) Compared to blogs, podcasts are
A) much easier to edit.
B) more difficult to edit.
C) equally challenging when it comes to editing.
D) used only by high-tech companies.
E) far less effective for conveying emotion and tone.
AACSB: Information technology
Difficulty: Moderate
Classification: Conceptual
Learning Outcome: Explain how to create brief messages for different electronic media
92) One of the greatest drawbacks to using podcasts in business is
A) you’ll need to purchase costly equipment before you can start.
B) the difficulty of finding people with good speaking voices.
C) the challenge listeners face when trying to find specific parts of the message.
D) the high cost of establishing a distribution network for podcasts.
E) the lack of portability.
AACSB: Information technology
Difficulty: Moderate
Classification: Conceptual
Learning Outcome: Explain how to create brief messages for different electronic media
42
93) When organizing content for a podcast, steering devices such as ________ are especially
important.
A) sound
B) consistency
C) tone
D) transitions
E) media richness
AACSB: Information technology
Difficulty: Moderate
Classification: Conceptual
Learning Outcome: Explain how to create brief messages for different electronic media
94) In terms of the three-step writing process, podcasts differ mostly from written messages in
the ________ step.
A) planning
B) writing
C) completing
D) composing
E) production
AACSB: Information technology
Difficulty: Moderate
Classification: Critical Thinking
Learning Outcome: Explain how to create brief messages for different electronic media
43
95) A ________ offers regular podcasts on a consistent theme, designed for a public audience.
A) cyber scheduler
B) social stratagem
C) podcasting channel
D) programming network
E) blog spot
AACSB: Information technology
Difficulty: Moderate
Classification: Conceptual
Learning Outcome: Explain how to create brief messages for different electronic media
96) One of the biggest attractions of podcasting is
A) the ease of distribution.
B) the low cost.
C) improvement in audience engagement.
D) the ability to create open-ended conversations.
E) the conversations, person-to-person feel of the recording.
AACSB: Information technology
Difficulty: Moderate
Classification: Conceptual
Learning Outcome: Explain how to create brief messages for different electronic media
97) Always read from a prepared script when creating podcasts for business.
AACSB: Information technology
Difficulty: Moderate
Classification: Conceptual
Learning Outcome: Explain how to create brief messages for different electronic media
44
98) The completing step is where podcasting differs most dramatically from written
communication.
AACSB: Information technology
Difficulty: Moderate
Classification: Conceptual
Learning Outcome: Explain how to create brief messages for different electronic media
99) Give at least three examples of how podcasts could replace more traditional message formats
in business.
AACSB: Information technology
Difficulty: Difficult
Classification: Critical Thinking
Learning Outcome: Explain how to create brief messages for different electronic media
100) When creating podcasts for business, should you script them entirely and read them word–
for-word? Briefly explain your answer.
AACSB: Information technology
Difficulty: Moderate
Classification: Conceptual
Learning Outcome: Explain how to create brief messages for different electronic media