You are the brand manager of a deodorant and you are working with your advertising agency on your media scheduling plan. The strategy that you choose for your product's media scheduling is:

• A. Randomization
• B. Flighting
• C. Pulsing
• D. Continuity

What is the MOST important factor that a communication leader should consider when deciding whether to engage stakeholders on a contentious societal issue?

• A. Using appropriate channels
• B. Consistency with company values
• C. Timing of a response
• D. Alignment with business goals

It is the beginning of May. You work for a trade organization that surveyed its members for feedback on a series of policy issues. A total of 300 members of the organization of 15,000 answered the survey in January.
You have been tasked by the general manager to communicate the survey results to the press and make the results as appealing as possible for journalists. Of the following options, which one is unethical?

• A. Presenting the results as April results
• B. Having visuals that accompany the release only illustrate a selection of the survey results
• C. Omitting the sample size in the release
• D. Sending out the release to a selection of journalists that are known to cover the organization's surveys favourably

In evaluating the success of a media skills coaching and training program for executives in the organization, which of the following should NOT be the expected outcome?

• A. Confidence is enhanced.
• B. Better media relationships.
• C. They understand what to say and when.
• D. Consistently positive media coverage.

Benchmarking is a critical element of communication research because it:

• A. can take the place of primary research methods.
• B. contributes to the improvement of communication effectiveness by identifying best practices.
• C. can drive the adoption of new approaches by showing what best-in-class organizations are doing.
• D. identifies communication practices that can be easily introduced into the organization with minimal modification.