CCP Integrated Communication Strategy 2

Question 1

Which model best describes the shift from one-way broadcasting to two-way dialogue in integrated communication?

Accepted Answer

Schramm circular communication model

Answer

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:

Accepted Answer

Identify every point of contact between the brand and its audiences

Answer

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:

Accepted Answer

A brand's advertising presence relative to competitors in the same category

Answer

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?

Accepted Answer

Consistency

Answer

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:

Accepted Answer

Integrated marketing communication (IMC)

Answer

IMC coordinates multiple channels with aligned messaging to deliver a seamless experience around a single objective.

(CCP) Certified Communications Professional Practice Test