CCP Integrated Communication Strategy 3 — Questions and Answers
Question 1: Which communication planning framework uses 'Awareness, Consideration, Preference, Purchase, Loyalty' as its stages?
- PESO model
- Purchase funnel / consumer journey (Correct answer)
- RACE planning model
- AIDA model only
Correct answer: Purchase funnel / consumer journey
The purchase funnel maps consumer stages from initial awareness through post-purchase loyalty, guiding channel and message selection.
Question 2: When an integrated campaign uses paid search, organic SEO, and content marketing together, the SEO and content components are classified under which PESO category?
- Paid media
- Earned media
- Shared media
- Owned media (Correct answer)
Correct answer: Owned media
Owned media includes brand-controlled channels such as websites, blogs, and content assets including SEO-optimized pages.
Question 3: A brand's 'tone of voice' in integrated communication refers to:
- The volume level of broadcast advertisements
- The consistent personality and style reflected across all written and spoken content (Correct answer)
- The frequency of CEO public statements
- The speed of crisis response communications
Correct answer: The consistent personality and style reflected across all written and spoken content
Tone of voice defines the brand's consistent personality — e.g., authoritative, friendly, witty — expressed uniformly across all content.
Question 4: In developing an integrated communication brief, the 'insight' section should capture:
- The media budget allocation by channel
- A deep understanding of the target audience's motivations, tensions, or truths (Correct answer)
- The list of approved spokespeople
- The competitive media spend data
Correct answer: A deep understanding of the target audience's motivations, tensions, or truths
A strategic insight reveals a human truth about the audience that makes the communication strategy compelling and relevant.
Question 5: Which type of objective is best suited for the awareness stage of an integrated campaign?
- Increase purchase conversion rate by 15%
- Achieve 5 million impressions among target demographic (Correct answer)
- Generate 2,000 customer referrals
- Reduce customer churn by 10%
Correct answer: Achieve 5 million impressions among target demographic
Impressions and reach objectives align with the awareness stage where the goal is broad exposure, not conversion.
Question 6: A 'zero-moment of truth' (ZMOT) in integrated communication strategy refers to:
- The first television advertisement in a campaign launch
- The online research moment before a purchase decision (Correct answer)
- Crisis communication within the first hour of an incident
- The PR announcement before a product is available
Correct answer: The online research moment before a purchase decision
ZMOT, coined by Google, describes the digital research phase where consumers seek information before buying, making owned and earned content critical.
Question 7: Cross-functional communication planning requires the communications team to collaborate most closely with which departments?
- Only the legal and compliance team
- Marketing, HR, sales, and product/operations teams (Correct answer)
- External vendors and agency partners only
- The IT department exclusively
Correct answer: Marketing, HR, sales, and product/operations teams
Effective integrated communication requires alignment with marketing, HR, sales, and operations to ensure consistent internal and external messaging.
CCP Integrated Communication Strategy 3
Which communication planning framework uses 'Awareness, Consideration, Preference, Purchase, Loyalty' as its stages?