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Excellence in Business Communication, 12e (Thill/Bovee)Chapter 7 Crafting Messages for Digital Channels1) Marketers can use to link the virtual world of online social networking with thephysical world of retail stores.A) near-field collaborationB) location-based social networkingC) rapid-response enumerationD) cloud-based social monetizationE) mobile podcastingAnswer: BExplanation: B) Location-based social networking links the virtual world of online socialnetworking with the physical world of retail stores and other locations.LO: 7.1: Identify the major digital channels used for brief business messages, and describe thenine compositional modes needed for digital media.AACSB: Information technologyDifficulty: DifficultClassification: SynthesisLearning Outcome: Explain how to create brief messages for different electronic media2) 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.Answer: BExplanation: B) In formal or legal situations, or if you need a permanent, hard-copy record ofyour correspondence, printed messages are still useful and in some situations required.LO: 7.1: Identify the major digital channels used for brief business messages, and describe thenine compositional modes needed for digital media.AACSB: Information technologyDifficulty: EasyClassification: ConceptualLearning Outcome: Explain how to create brief messages for different electronic media1Copyright 2017 Pearson Education, Inc.
3) Training content on a mobile device that is provided as workers are learning tasks is referredto asA) gamification.B) virtual reality.C) moblogging.D) mobile podcasting.E) augmented reality.Answer: EExplanation: E) One potential business use of augmented reality is on-the-job training, in whichtraining content is provided as workers are learning or performing various tasks.LO: 7.1: Identify the major digital channels used for brief business messages, and describe thenine compositional modes needed for digital media.AACSB: Information technologyDifficulty: DifficultClassification: ConceptualLearning Outcome: Explain how to create brief messages for different electronic media4) Using "teasers" in electronic media as a way to pull readers or listeners into a story or otherdocumentA) 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.Answer: CExplanation: C) Teasers are a form of advertising in electronic media. Typically, a teaser makessome kind of promise, and then withholds key information to motivate users to click a URL formore information.LO: 7.1: Identify the major digital channels used for brief business messages, and describe thenine compositional modes needed for digital media.AACSB: Information technologyDifficulty: ModerateClassification: ConceptualLearning Outcome: Explain how to create brief messages for different electronic media2Copyright 2017 Pearson Education, Inc.
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.Answer: DExplanation: D) To be an effective commenter, focus on short chunks of information that abroad spectrum of site visitors will find helpful.LO: 7.1: Identify the major digital channels used for brief business messages, and describe thenine compositional modes needed for digital media.AACSB: Information technologyDifficulty: EasyClassification: ConceptualLearning Outcome: Explain how to create brief messages for different electronic media6) The term represents the use of game thinking in mobile apps and web services toengage audiences.A) gamificationB) contest simulationC) shadow boxingD) event-based learningE) augmented realityAnswer: AExplanation: A) The addition of game-playing aspects to apps and web services (aka,gamification) can increase audience engagement and encourage repeat use.LO: 7.1: Identify the major digital channels used for brief business messages, and describe thenine compositional modes needed for digital media.AACSB: Information technologyDifficulty: ModerateClassification: ConceptualLearning Outcome: Explain how to create brief messages for different electronic media3Copyright 2017 Pearson Education, Inc.
7) The use of represents a fundamental shift in business communication.A) websitesB) FacebookC) social mediaD) digital channelsE) digital mediaAnswer: CExplanation: C) The use of social media represents a fundamental shift in businesscommunication. The shift is still taking place, as more consumers adopt social and mobile mediaand as businesses experiment with the best ways to integrate these media and adapt them to theirinternal and external communication practices. Social media such as Facebook are digitalmedia/channel combinations that empower stakeholders as participants in the communicationprocess by allowing them to share content, revise content, respond to content, or contribute newcontent.LO: 7.1: Identify the major digital channels used for brief business messages, and describe thenine compositional modes needed for digital media.AACSB: Information technologyDifficulty: DifficultClassification: ConceptualLearning Outcome: Explain how to create brief messages for different electronic media8) Consuming large amounts of small pieces of information instead of reviewing a largerdocument is referred to asA) chunking.B) microblogging.C) content snacking.D) summarizing.E) teasers.Answer: CExplanation: C) Many consumers and professionals frequently engage in "content snacking,"consuming large numbers of small pieces of information and bypassing larger documents thatmight require more than a few minutes or even a few seconds to read.LO: 7.1: Identify the major digital channels used for brief business messages, and describe thenine compositional modes needed for digital media.AACSB: Information technologyDifficulty: ModerateClassification: ConceptualLearning Outcome: Explain how to create brief messages for different electronic media4Copyright 2017 Pearson Education, Inc.
9) Social media has the ability to increase , allowing stakeholders to better monitorbusiness activities.A) teasersB) feedbackC) microbloggingD) summarizationsE) transparencyAnswer: EExplanation: E) Empowered stakeholders can use the reach of social media to help companiesthat appear to be acting in stakeholders' best interests and harm companies that are not. Socialmedia also have the potential to increase transparency, with more eyes and ears to monitorbusiness activities and to use the crowd's voice to demand accountability and change.LO: 7.1: Identify the major digital channels used for brief business messages, and describe thenine compositional modes needed for digital media.AACSB: Information technologyDifficulty: DifficultClassification: ConceptualLearning Outcome: Explain how to create brief messages for different electronic media10) When writing for social media, one shouldA) 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.Answer: BExplanation: B) Write as a human being with a unique, personal voice. However, don't take thisas a license to get sloppy; no one wants to slog through misspelled words and half-bakedsentences to find your message.LO: 7.1: Identify the major digital channels used for brief business messages, and describe thenine compositional modes needed for digital media.AACSB: Information technologyDifficulty: ModerateClassification: ConceptualLearning Outcome: Explain how to create brief messages for different electronic media5Copyright 2017 Pearson Education, Inc.
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.Answer: EExplanation: E) A summary at the beginning of an article or website gives readers all the keypoints of the document, while skipping over the details.LO: 7.1: Identify the major digital channels used for brief business messages, and describe thenine compositional modes needed for digital media.AACSB: Information technologyDifficulty: ModerateClassification: ConceptualLearning Outcome: Explain how to create brief messages for different electronic media12) Marketers use microblogging systems to send that withhold key information, inorder to attract the attention of current and prospective customers.A) teasersB) platitudesC) anagramsD) testimonialsE) summariesAnswer: AExplanation: A) Teasers intentionally withhold key information as a way to pull readers orlisteners into a story or other element.LO: 7.1: Identify the major digital channels used for brief business messages, and describe thenine compositional modes needed for digital media.AACSB: Information technologyDifficulty: EasyClassification: ConceptualLearning Outcome: Explain how to create brief messages for different electronic media6Copyright 2017 Pearson Education, Inc.
13) A is the online equivalent of recorded radio or video broadcasts.A) podcastB) digital portfolioC) videogramD) virtual timelineE) microblogAnswer: AExplanation: A) Businesses are now using podcasts to replace or supplement conference calls,newsletters, training courses, and other communication activities.LO: 7.1: Identify the major digital channels used for brief business messages, and describe thenine compositional modes needed for digital media.AACSB: Information technologyDifficulty: EasyClassification: ConceptualLearning Outcome: Explain how to create brief messages for different electronic media14) Twitter-ready bites of information, extracted from a blog post or other message, are calledA) sound bites.B) tweetables.C) epigrams.D) clickables.E) updates.Answer: BExplanation: B) Tweetables are Twitter-ready bites of information extracted from a blog post orother messages.LO: 7.1: Identify the major digital channels used for brief business messages, and describe thenine compositional modes needed for digital media.AACSB: Information technologyDifficulty: ModerateClassification: ConceptualLearning Outcome: Explain how to create brief messages for different electronic media7Copyright 2017 Pearson Education, Inc.
15) for electronic media include conversations, comments and critiques, orientations,summaries, and narratives.A) Shared systemsB) Compositional modesC) Interactive approachesD) Transactional methodologiesE) MicroblogsAnswer: BExplanation: B) When you're planning to communicate via digital media, ask yourself what kindof information audience members will need and then choose an appropriate compositional mode.LO: 7.1: Identify the major digital channels used for brief business messages, and describe thenine compositional modes needed for digital media.AACSB: Information technologyDifficulty: ModerateClassification: ConceptualLearning Outcome: Explain how to create brief messages for different electronic media16) Because each electronic medium has unique requirements, basic communication skills do notusually transfer from one system to another.Answer: FALSEExplanation: The key to using electronic communication media is to have strong basiccommunication skills—reading, writing, reasoning, and being able to organize information.LO: 7.1: Identify the major digital channels used for brief business messages, and describe thenine compositional modes needed for digital media.AACSB: Information technologyDifficulty: ModerateClassification: Critical ThinkingLearning Outcome: Explain how to create brief messages for different electronic media17) Smartphones and tablets are ideal for mobile blogging.Answer: TRUEExplanation: Smartphones and tablets are ideal for mobile blogs or moblogs. The mobilecapability is great for workers whose jobs keep them on the move and for special-event coveragesuch as live-blogging trade shows and industry conventions.LO: 7.1: Identify the major digital channels used for brief business messages, and describe thenine compositional modes needed for digital media.AACSB: Information technologyDifficulty: EasyClassification: ConceptualLearning Outcome: Explain how to create brief messages for different electronic media8Copyright 2017 Pearson Education, Inc.
18) Gamification links the virtual world of online social networking with the physical world ofretail stores and other locations.Answer: FALSEExplanation: Location-based social networking links the virtual world of online socialnetworking with the physical world of retail stores and other locations.LO: 7.1: Identify the major digital channels used for brief business messages, and describe thenine compositional modes needed for digital media.AACSB: Information technologyDifficulty: ModerateClassification: ConceptualLearning Outcome: Explain how to create brief messages for different electronic media19) Discuss how differentiating between various digital media tools can get complicated assystems and people use those tools in new and creative ways.Answer: The lines that differentiate digital media communication tools (e.g., instant messaging,texting, microblogging, and podcasting) often get blurry as systems expand their capabilities orpeople use them in new ways. For example, Facebook Messages integrates IM, text messages,and email capabilities, in addition to being a social networking system. Moreover, the mobilevariants of digital technologies add another layer of challenges and opportunities for businesscommunicators. For example, the ability to scan coded labels such as barcodes or the similarQuick Response (QR) codes attached to printed materials, products, or store windows (or theability to pick up radio signals from near-field communication tags) gives smartphone users away to get more information—from the companies themselves and from other consumersproviding reviews on social websites.LO: 7.1: Identify the major digital channels used for brief business messages, and describe thenine compositional modes needed for digital media.AACSB: Information technologyDifficulty: DifficultClassification: SynthesisLearning Outcome: Explain how to create brief messages for different electronic media20) List at least three general situations in which you would send a printed version of a businessmessage instead of using an electronic medium.Answer: A printed message is especially appropriate (1) when you want to make a formalimpression, (2) when you are legally required to provide information in printed form, (3) whenyou want to stand out from the flood of electronic messages your audience receives, and(4) when you need a permanent, unchangeable, or secure record.LO: 7.1: Identify the major digital channels used for brief business messages, and describe thenine compositional modes needed for digital media.AACSB: Information technologyDifficulty: DifficultClassification: Critical ThinkingLearning Outcome: Explain how to create brief messages for different electronic media9Copyright 2017 Pearson Education, Inc.
21) Identify the nine compositional modes that apply to electronic media in the workplace.Answer: Communicating successfully with electronic media requires a wide range of writingapproaches. Fortunately, you can write successful messages in virtually all electronic media byusing one of the following compositional modes: conversations, comments and critiques,orientations, summaries, reference materials, narratives, teasers, status updates andannouncements, and tutorials.LO: 7.1: Identify the major digital channels used for brief business messages, and describe thenine compositional modes needed for digital media.AACSB: Information technologyDifficulty: ModerateClassification: SynthesisLearning Outcome: Explain how to create brief messages for different electronic media22) What is location-based social networking? Why is it important to business communication?Answer: Location-based social networking links the virtual world of online social networkingwith the physical world of retail stores and other locations. As mobile web use in generalcontinues to grow, location-based networking promises to become an important businesscommunication medium because mobile consumers are a significant economic force – throughthe purchases they make directly and through their ability to influence other consumersLO: 7.1: Identify the major digital channels used for brief business messages, and describe thenine compositional modes needed for digital media.AACSB: Information technologyDifficulty: DifficultClassification: ConceptualLearning Outcome: Explain how to create brief messages for different electronic media23) Online services that help people and organizations form connections and share informationare generally referred to asA) clouds.B) microblogs.C) websites.D) social networks.E) digital media.Answer: DExplanation: D) Social networks–online services that help people and organizations formconnections and share information–have become a major force in both internal and externalbusiness communication in recent years.LO: 7.2: Describe the use of social networks in business communication.AACSB: Information technologyDifficulty: ModerateClassification: ConceptualLearning Outcome: Explain how to create brief messages for different electronic media10Copyright 2017 Pearson Education, Inc.
24) Networks that focus on a particular function or audience are known asA) public, general-purpose networks.B) public, specialized networks.C) private networks.D) private, general-purpose networks.E) augmented networks.Answer: BExplanation: B) Whereas Facebook and Google serve a wide variety of personal andprofessional needs, other networks focus on a particular function or a particular audience.LinkedIn is an example of a public, but specialized network.LO: 7.2: Describe the use of social networks in business communication.AACSB: Information technologyDifficulty: ModerateClassification: ConceptualLearning Outcome: Explain how to create brief messages for different electronic media25) In an organization, the is the social media interface between a company and itsexternal stakeholders.A) media managerB) augmentation managerC) cloud managerD) community managerE) IT managerAnswer: DExplanation: D) In the narrowest sense, a community manager is the social media interfacebetween a company and its external stakeholders. More broadly, some community managers alsoplan and manage corporate events and oversee customer support operations.LO: 7.2: Describe the use of social networks in business communication.AACSB: Information technologyDifficulty: ModerateClassification: ConceptualLearning Outcome: Explain how to create brief messages for different electronic media11Copyright 2017 Pearson Education, Inc.
26) Social networks are used for many business communication needs because the networks canA) integrate the company work force.B) limit collaboration with customers.C) reduce the need for mentors.D) provide an outlet for employee concerns.E) increase structural barriers.Answer: AExplanation: A) Just as public networks can bring friends and family together, internal socialnetworks can help companies grow closer, including helping new employees navigate their waythrough the organization, finding experts, mentors, and other important contacts; encouragingworkforces to "jell" after reorganizations or mergers; and overcoming structural barriers incommunication channels, bypassing the formal communication system to deliver informationwhere it is needed in a timely fashion.LO: 7.2: Describe the use of social networks in business communication.AACSB: Information technologyDifficulty: ModerateClassification: Critical ThinkingLearning Outcome: Explain how to create brief messages for different electronic media27) People who engage in similar work, even though they might be geographically dispersed, areknown asA) communities of interest.B) cloud companions.C) communities of practice.D) community followers.E) community collaborators.Answer: CExplanation: C) Social networks are a natural tool for bringing together communities ofpractice, people who engage in similar work, and communities of interest, people who shareenthusiasm for a particular product or activity.LO: 7.2: Describe the use of social networks in business communication.AACSB: Information technologyDifficulty: ModerateClassification: Critical ThinkingLearning Outcome: Explain how to create brief messages for different electronic media12Copyright 2017 Pearson Education, Inc.
28) A community of interest that forms around a specific product is sometimes called aA) social community.B) cloud community.C) company community.D) brand community.E) target community.Answer: DExplanation: D) Communities of interest that form around a specific product are sometimescalled brand communities, and nurturing these communities can be a vital businesscommunication task.LO: 7.2: Describe the use of social networks in business communication.AACSB: Information technologyDifficulty: ModerateClassification: ConceptualLearning Outcome: Explain how to create brief messages for different electronic media29) The measure of how effectively a company engages with online stakeholders isA) brand socialization.B) understanding target markets.C) sentiment analysis.D) brand community.E) community of interest.Answer: AExplanation: A) Brand socialization is a measure of how effectively a company engages with itsvarious online stakeholders in a mutually beneficial exchange of information.LO: 7.2: Describe the use of social networks in business communication.AACSB: Information technologyDifficulty: ModerateClassification: ConceptualLearning Outcome: Explain how to create brief messages for different electronic media30) involves using social networks and social media to give customers a convenientway to get help from a company.A) Networked organizationB) Virtual organizationC) Social customer serviceD) Sentiment analysisE) SocializationAnswer: CExplanation: C) Social customer service involves using social networks and other social mediatools to give customers a more convenient way to get help from the company and to help eachother.LO: 7.2: Describe the use of social networks in business communication.AACSB: Information technologyDifficulty: ModerateClassification: ConceptualLearning Outcome: Explain how to create brief messages for different electronic media13Copyright 2017 Pearson Education, Inc.
31) Providing free information that is valuable to the audience but also helps a company buildcloser ties with customers is calledA) content augmentation.B) community hub building.C) extending the organization.D) customer support.E) content marketing.Answer: EExplanation: E) Content marketing is the practice of providing free information that is valuableto community members but that also helps a company build closer ties with current and potentialcustomers.LO: 7.2: Describe the use of social networks in business communication.AACSB: Information technologyDifficulty: ModerateClassification: ConceptualLearning Outcome: Explain how to create brief messages for different electronic media32) To make it easier for people to find and follow an organization, all social media from theorganization should be organized in a central hub, aA) Facebook page with embedded links to supporting data.B) community building site.C) web presence that anchors the online presence.D) community blog site.E) cloud computing site.Answer: CExplanation: C) It's important to anchor your presence at your own central hub–a web presenceyou own and control. Use the hub to connect the various pieces of your online "self" to make iteasier for people to find and follow you.LO: 7.2: Describe the use of social networks in business communication.AACSB: Information technologyDifficulty: DifficultClassification: Critical ThinkingLearning Outcome: Explain how to create brief messages for different electronic media14Copyright 2017 Pearson Education, Inc.
33) One strategy an organization should use to build its social network is toA) choose one compositional mode and use it for all social media sites.B) allow others to join your conversation, but don't join others.C) limit community building among competitors.D) offer promotional information as often as possible.E) maintain a persistent online personality.Answer: EExplanation: E) Each social network is a unique environment with particular norms ofcommunication. However, while adapting to the expectations of each network, be sure tomaintain a consistent personality across all the networks in which you are active.LO: 7.2: Describe the use of social networks in business communication.AACSB: Information technologyDifficulty: ModerateClassification: Critical ThinkingLearning Outcome: Explain how to create brief messages for different electronic media34) Social networks are a natural tool for bringing together , people who engage insimilar work, and , people who share enthusiasm for a particular product or activity.A) private networks; public networksB) virtual network societies; dilettantesC) communities of practice; communities of interestD) intra-disciplinary conclaves; product championsE) community groups; marketing mavensAnswer: CExplanation: C) Communities of practice include people who engage in similar work, andcommunities of interest involve people who share enthusiasm for a particular product or activity.LO: 7.2: Describe the use of social networks in business communication.AACSB: Information technologyDifficulty: ModerateClassification: ConceptualLearning Outcome: Explain how to create brief messages for different electronic media15Copyright 2017 Pearson Education, Inc.
35) Companies can use a research technique called to track social networks and othermedia to (1) take the pulse of public opinion and (2) identify opinion makers.A) cold callingB) sentiment analysisC) brand socializationD) location-based networkingE) guerilla marketingAnswer: BExplanation: B) With sentiment analysis, companies use language-analysis software to tracksocial networks and other media and discover public opinion and identify influential opinionmakers.LO: 7.2: Describe the use of social networks in business communication.AACSB: Information technologyDifficulty: ModerateClassification: ConceptualLearning Outcome: Explain how to create brief messages for different electronic media36) A company can use as a measure of how effectively it is engaging its variousonline stakeholders in a mutually beneficial exchange of information.A) brand socializationB) brand standardizationC) brand managementD) brand equilibriumE) brand explorationAnswer: AExplanation: A) Socializing a brand is becoming an increasingly important element in marketingand public relations strategies.LO: 7.2: Describe the use of social networks in business communication.AACSB: Information technologyDifficulty: ModerateClassification: ConceptualLearning Outcome: Explain how to create brief messages for different electronic media16Copyright 2017 Pearson Education, Inc.
37) The practice of content marketing involves , in order to build closer ties withcurrent and potential online customers.A) pitching your products and services at every opportunityB) building up your company by tearing down your competitorsC) stalking online consumers in order to capture data about their behaviorD) offering free information that's valuable to community membersE) monitoring the Twittersphere for discussions about your brandAnswer: DExplanation: D) Content marketing is the practice of providing free information that's not onlyvaluable to community members but also helps build closer ties with current and potentialcustomers.LO: 7.2: Describe the use of social networks in business communication.AACSB: Information technologyDifficulty: ModerateClassification: ConceptualLearning Outcome: Explain how to create brief messages for different electronic media38) Explain the role of a community manager at the workplace.Answer: With the rise in social media over the past few years and its transformative effect onbusiness, community manager is one of the hottest new jobs in business. In the narrowest sense,a community manager is the social media interface between a company and its externalstakeholders. More broadly, some community managers also plan and manage corporate eventsand oversee customer support operations. In smaller firms, the community manager might be thesole voice in a company's social media presence (running its Twitter account and Facebookpages, for example). In larger firms, the job often entails supervising a team of people who carryout a broad range of audience-engagement activities.LO: 7.2: Describe the use of social networks in business communication.AACSB: Information technologyDifficulty: ModerateClassification: SynthesisLearning Outcome: Explain how to create brief messages for different electronic media17Copyright 20
Explanation: The key to using electronic communication media is to have strong basic communication skills—reading, writing, reasoning, and being able to organize information. LO: 7.1: Identify the major digital channels used for brief business messages, and describe the nine compositional modes needed for digital media.
