2021
Integrated Organisational
Communication
COM2602
Semesters 1 and 2
Q1 In which time line in the Evolution of Communication Integration was co-ordination of
communication first attempted?
(1) After World War II
(2) The 1920s
(3) The 1980s
(4) The Industrial Revolution
Questions 2-5
Q2 Planned messages : Include advertising, sponsorship, public relations and marketing public
relations, sales promotion, direct marketing and personal selling.
Q3 Product messages : Include the product’s design, the way that it works, problems that it may
have, its functionality, the satisfaction of owning it, the means of its acquisition and disposal, and its
perceived value.
Q4 Service messages : The behaviour of the organisation’s staff, its service environment, and the
systems and technology that are in place to support its service all communicate some message
about the organisation.
Q5 Unplanned messages : Rumours, word-of-mouth from other customers and the content of media
messages.
Q6 Which model of communication relating to integration has controllable and uncontrollable
factors?
(1) Ehlers’ model
(2) Van Riel’s model
(3) Duncan and Moriarty’s model
(4) The equity model.
, Q7 Information collected from research and other sources can be stored and used by all concerned
for effective planning.
This is an example of … .
(1) infrastructure
(2) databases
(3) relationship management
(4) an integrated agency
Q8 With which one of Duncan and Moriarty’s brand equity drivers is the following statement
associated?
All communication objectives and strategies must be justified in terms of what needs to be done to
manage relationships better.”
(1) Zero-based planning
(2) Core competencies
(3) Corporate mission marketing
(4) Strategic consistency maintenance
Q9 ………. is the organisation of the planned communication process in such a way that each
contributor in the process has an independent input that is given a specific time slot in planning,
production and implementation.
(1) Sequencing
(2) Routines
(3) Common starting points
(4) Rules or directives
Q10 The ………. model is used where the parent organisation has a strong influence over the
management and operation of subsidiaries.
(1) variety
(2) uniformity
(3) endorsement
(4) brand equity
Q11 Regular, informal discussions between a communications manager and the CEO of an
organisation before communication strategy is developed and implemented, to ensure that
communication is aligned with the organisation’s overall objectives, is an example of … .
Integrated Organisational
Communication
COM2602
Semesters 1 and 2
Q1 In which time line in the Evolution of Communication Integration was co-ordination of
communication first attempted?
(1) After World War II
(2) The 1920s
(3) The 1980s
(4) The Industrial Revolution
Questions 2-5
Q2 Planned messages : Include advertising, sponsorship, public relations and marketing public
relations, sales promotion, direct marketing and personal selling.
Q3 Product messages : Include the product’s design, the way that it works, problems that it may
have, its functionality, the satisfaction of owning it, the means of its acquisition and disposal, and its
perceived value.
Q4 Service messages : The behaviour of the organisation’s staff, its service environment, and the
systems and technology that are in place to support its service all communicate some message
about the organisation.
Q5 Unplanned messages : Rumours, word-of-mouth from other customers and the content of media
messages.
Q6 Which model of communication relating to integration has controllable and uncontrollable
factors?
(1) Ehlers’ model
(2) Van Riel’s model
(3) Duncan and Moriarty’s model
(4) The equity model.
, Q7 Information collected from research and other sources can be stored and used by all concerned
for effective planning.
This is an example of … .
(1) infrastructure
(2) databases
(3) relationship management
(4) an integrated agency
Q8 With which one of Duncan and Moriarty’s brand equity drivers is the following statement
associated?
All communication objectives and strategies must be justified in terms of what needs to be done to
manage relationships better.”
(1) Zero-based planning
(2) Core competencies
(3) Corporate mission marketing
(4) Strategic consistency maintenance
Q9 ………. is the organisation of the planned communication process in such a way that each
contributor in the process has an independent input that is given a specific time slot in planning,
production and implementation.
(1) Sequencing
(2) Routines
(3) Common starting points
(4) Rules or directives
Q10 The ………. model is used where the parent organisation has a strong influence over the
management and operation of subsidiaries.
(1) variety
(2) uniformity
(3) endorsement
(4) brand equity
Q11 Regular, informal discussions between a communications manager and the CEO of an
organisation before communication strategy is developed and implemented, to ensure that
communication is aligned with the organisation’s overall objectives, is an example of … .
