Question 1

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Question statement

The company's strategic communication plan works with a

positioning:
Select one:
to. Positioning involves placing the message in the media.
b. The positioning depends on the channel or medium in which
the message is broadcast.
c. This positioning is established in reference to the minds of
the target audiences.
True, it establishes how they perceive the sending subject.
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The correct answer is: This positioning is established in reference to

the minds of the target audiences.

Question 2
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BTL communication:
Select one:
to. It is a form of communication of strategic objectives:
b. It is increasingly used to go beyond those opportunities
where standard actions are unspecific, somewhat impersonal
or too costly.
True, in an area of advertising saturation, unconventional
communication actions are proving to be more effective.
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The correct answer is: It is increasingly used to go beyond those

opportunities where standard actions are unspecific, somewhat
impersonal or too costly.

Question 3
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Question statement

When designing the mix of communication tools, the following

must be taken into account:
Select one:
to. Messages and channels with large audiences.
b. Appropriate messages and appropriate channels.
True, for each audience and each objective, the messages and
channels have to be appropriate to the characteristics.

c. Various audiences and various segments.

d. Various audiences and different messages.

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The correct answer is: Appropriate messages and appropriate

channels.

Question 4
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Question statement

"Choosing the sponsorship objective requires being very

careful in choosing the image values and attributes of the
event or character, so that it is in line with us."
Select one:
to. TRUE
Indeed the previous statement is completely true.

b. Fake
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The correct answer is: True

Question 5
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Question statement

Strategic communication refers to the coordination of all the

company's external and internal communication resources
(advertising, marketing, brochures, communication channels,
work environment, organizational chart, spatial distribution,
hygiene, customer service, after-sales, etc.) to differentiate
ourselves from competition and achieving a place in the minds
of the audiences that interest us, or strategic positioning.
Select one:
to. Fake
b. TRUE
CORRECT . The above statement is completely true in all its senses.
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The correct answer is: True

Question 6
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The budget dedicated to communication:

Select one:
to. It is always seen as an expense because actions cannot
always be measured efficiently.
b. It must be seen as a long-term investment.
Strategic communication is a long-term investment because lack of
investment affects the value of the brand.
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The correct answer is: It must be seen as a long-term investment.

Question 7
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Given this example, say whether it is about the concept of
sponsorship or patronage: In Latin America, Santander
continuously advertises the Santander Libertadores Cup and
continues working to consolidate its identity as “the Bank of
Football”.
Select one:
to. Patronage.
b. Sponsorship
CORRECT . The example above is about sponsorship. Because this one
is related to advertising activities.
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The correct answer is: Sponsorship

Question 8
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Choose the most correct answer: A company plans to plan its

advertising presence in national newspapers and magazines.
The advertising finally does not take place on the scheduled
dates, because the company's management decides to take
the advertising investment out of the gross operating margin of
the advertised product. Is it a reasonable policy?
Select one:
to. Yes, as long as there are no returns, communication is
worthless
b. Yes, as long as there are no returns. Other types of
communication can be done
True, because you cannot always make investments in newspapers and
magazines
c. No, as long as there are no returns, advertising in traditional
media is necessary
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The correct answer is: Yes, as long as there are no returns. Other types
of communication can be done

Question 9
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Question statement

Communication is a strong, important investment, but with

little strategic value, especially in difficult times.
Select one:
to. TRUE
b. Fake
CORRECT . Communication is an investment with great strategic value.
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The correct answer is: False

Question 10
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Question statement
The Promotion has its ultimate cause in the need to…
Select one:
to. Provide the product with differentiation, even if it is of an
extrinsic nature to said product and of a temporary nature.
True, because normally the value added to the product is intrinsic, but
occasionally it is extrinsic. The important thing here is the temporal
nature.

b. Provide the product with differentiation, always with

intrinsic elements of added value.
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The correct answer is: Provide the product with differentiation, even if
it is of an extrinsic nature to said product and of a temporary nature.