CCP Integrated Communication Strategy 2 — Questions and Answers
Question 1: Which model best describes the shift from one-way broadcasting to two-way dialogue in integrated communication?
- Shannon-Weaver transmission model
- Schramm circular communication model (Correct answer)
- Lasswell's linear model
- Berlo's SMCR model
Correct answer: Schramm circular communication model
Schramm's circular model introduced feedback loops, representing the shift toward dialogue rather than one-way transmission.
Question 2: In an integrated communication plan, a 'touchpoint audit' is primarily used to:
- Measure ROI on individual ad placements
- Identify every point of contact between the brand and its audiences (Correct answer)
- Assess employee communication competencies
- Evaluate vendor contract performance
Correct answer: Identify every point of contact between the brand and its audiences
A touchpoint audit maps every interaction a stakeholder can have with a brand, enabling integration across those moments.
Question 3: The 'share of voice' metric in an integrated campaign measures:
- The percentage of total media spend allocated to social platforms
- A brand's advertising presence relative to competitors in the same category (Correct answer)
- The ratio of earned media to paid media
- Employee communication frequency across departments
Correct answer: A brand's advertising presence relative to competitors in the same category
Share of voice compares a brand's media presence against total category spending to assess competitive visibility.
Question 4: Which principle of integrated communication requires that all channels reinforce a single, unified brand promise?
- Segmentation
- Consistency (Correct answer)
- Decentralization
- Amplification
Correct answer: Consistency
Consistency ensures that every channel delivers the same core brand promise, building coherent audience perception over time.
Question 5: A company uses PR, social media, and events to promote the same product launch with aligned messaging. This is an example of:
- Multichannel marketing only
- Integrated marketing communication (IMC) (Correct answer)
- Corporate social responsibility communication
- Direct response advertising
Correct answer: Integrated marketing communication (IMC)
IMC coordinates multiple channels with aligned messaging to deliver a seamless experience around a single objective.
Question 6: In stakeholder mapping for an integrated communication strategy, stakeholders are typically prioritized by:
- Alphabetical order of organization name
- Power and interest/influence levels (Correct answer)
- Geographic proximity to headquarters
- Length of existing relationship
Correct answer: Power and interest/influence levels
The power-interest grid prioritizes stakeholders based on their ability to influence outcomes and their stake in the issue.
Question 7: Which term describes crafting different message versions for different audience segments while maintaining the same core strategic narrative?
- Message fragmentation
- Narrative localization
- Message adaptation (Correct answer)
- Communication decoupling
Correct answer: Message adaptation
Message adaptation tailors tone, language, and emphasis for specific segments while preserving the unified strategic narrative.
CCP Integrated Communication Strategy 2
Which model best describes the shift from one-way broadcasting to two-way dialogue in integrated communication?