Postgraduate Diploma in Marketing
December 2016 Examination
Developing Effective Communications (DEC)
Date: 14 December 2016
Time: 0830 Hrs – 1130 Hrs
Duration: Three (03) Hrs
Total marks for this paper is 100 marks.
There are three parts in this question paper. All questions in Part One and Part Two are
COMPULSORY.
Part One includes 20 Compulsory multiple choice questions.
Select the most appropriate answer from the given choices and mark it in the given space
in the answer book.
Part Two includes 06 Compulsory short answer questions.
Part Three includes 02 Essay Type Questions. Answer only 01 Question from this part.
Instructions to candidates
1
2.
3.
4.
5.
State your Registration Number on the front cover of the answer book and on each
and every additional paper attached to it. Your name must not appear anywhere
in the answer book or answer scripts.
Always start answering a question on a new page.
You are reminded that answers should not be written in pencil or red pen except
in drawing diagrams.
Answer the questions using:
 Effective arrangement and presentation
 Clarity of expression
 Logical and precise arguments
 Clear diagrams and examples where appropriate
Illegible hand writing and language errors will be penalised.
PART ONE
Read the question and select the most appropriate answer out of the four
given choices.
Tick your choice in the given space in the answer booklet.
Question 01
Question 01.1
In today’s world, most communication on the job can be categorized as:
a.
b.
c.
d.
Internal-operational / external-operational
Internal-operational / external-operational / personal
Verbal / non-verbal / personal / professional
Internal-operational / external-operational / verbal / non-verbal
Question 01.2
Using technical words and acronyms:
a. Makes the writer feel superior to those reading his/ her message
b. Reflects the fact that the writer is knowledgeable on the subject matter
c. Is good to use in all communication irrespective of the readers’ knowledge of the
meaning of these words
d. Is useful when you communicate with people in your particular field
Question 01.3
From the following, which one is Incorrect?
a.
b.
c.
d.
At any given time in any society, some slang words and clichés are in vogue
Idioms are word combinations that have become standard in a language
All verbs add vigor to the writing
Clear writing begins with adapting your message to your specific readers
Question 01.4
Goodwill in communications is important because:
a. Most people do not communicate well
b. Building up goodwill for an organization is not easy
c. It helps to look at things from the viewpoint of the target audience, which helps to
build the success of achieving the desired effect of the communication
d. Goodwill provides value to the organization
Page 2 of 8
Question 01.5
With regard to the Three Stages of the Writing Process, which from the following is Correct?
a.
b.
c.
d.
Edit sentences and Words is a task in the Drafting Stage
Be flexible / Keep going are two parts of the Revising or the Final Stage
Use your own favorite strategies is under the Planning Stage
Business writers should not think of the three stages as strictly chronological
Question 01.6
The General Plan for directness is:
a.
b.
c.
d.
To start with the objective
To include any necessary identification information
To cover the remainder of the objective ending with goodwill
All of the above
Question 01.7
If a Marketing Manager is trying to persuade his subordinates to attend the Company’s
Awards Dinner, the pleasure of sharing in the colleagues’ successes will be 1. ……………….……….
benefits to the event and the Door prizes would be 2. …………………………. benefits.
a.
b.
c.
d.
1. Intrinsic and 2. Extrinsic
1. Extrinsic and 2. Intrinsic
1. Direct 2. Indirect
1. Indirect and 2. Direct
Question 01.8
The best explanation of the role of “You Viewpoint” and “Appeals” in Persuasive Messages
are to:
a. Use reader benefits that win, which can be either, tangible or intangible, intrinsic or
extrinsic
b. Know your readers
c. Use formally gathered information such as marketing reports, focus groups and
surveys
d. Use winning appeals that are Logic based
Page 3 of 8
Question 01.9
The purpose of a report is:
a.
b.
c.
d.
To address a need for information and analysis
The purpose of a business report is to address a business problem
To identify the problem clearly, and highlight that problem clearly in the report
All of the above
Question 01.10
Which of the following statements are false in relation to report writing?
a.
b.
c.
d.
“Work on a report begins with a business need or problem”
“The first task is to make the business problem clear”
“Adopt a personal writing style”
“Begin by gathering all the information needed to understand the problem”
Question 01.11
The main characteristics of a short report are:
a. Having a simple structure with no requirement for a content page, executive
summary or such relevant information to guide the reader
b. Takes on the format of a memorandum
c. Having a more personal writing style
d. Having no need for introductory comments
Question 01.12
From the following which is correct?
a.
b.
c.
d.
Proposals can be either internal or external
A solicited proposal is one without an official invitation with certain goals to fulfill
The simplest proposals are often voice messages
Primary Goal of a proposal is to get the feedback from the reader
Question 01.13
Choose the answer that gives the most correct description of an executive summary:
a.
b.
c.
d.
Is analytical in nature, and makes recommendations based on the analysis
Is one that makes recommendations for management to act upon and implement
Is a summary which summarizes the entire report
Is an orderly and objective communication of factual information that serves a
business purpose
Page 4 of 8
Question 01.14
Good / Professional Talking use few basic elements and they are as:
a.
b.
c.
d.
Attire / style / word quality / unique voice
Professionalism / voice / style / word quality / adaption
Voice quality / style / word choice / adaption
Attire / professionalism / adaption / preparation
Question 01.15
Which is not a key factor that makes a meeting successful?
a. Take control of the meeting at the early stages, enforce courtesy and discipline
b. Follow the Agenda, Control time, Allow for detailed discussion
c. Follow a plan such as setting up a suitable Venue, Agenda, Briefing papers, Meeting
Objectives, and Participation
d. Ensure participation and cooperation of the audience
Question 01.16
Certain Human tendencies lead to error in interpretation. Which from the following minimizes
them?
a.
b.
c.
d.
Do think that conclusions are always necessary
Beware of unreliable and unrepresentative data
Do not report the facts as they are
Do draw illogical cause-effect conclusions
Question 01.17
1……………. typically consists of live video being “transmit” to the audience. In 2. ……………., a
main speaker present on his / her topic of expertise, but the audience almost always has an
opportunity to participate.
a.
b.
c.
d.
1. Webinar and 2. Webcast
1. Webcast and 2. Webinar
1. Webinar and 2. Web meeting
1. Web meeting and 2. Webcast
Page 5 of 8
Question 01.18
In using Computer tools, you always try to pick the right tool for your specified need. With
regard to the above,
a. To develop multimedia presentations, consider programs such as Microsoft
MovieMaker, Camtasia, Adobe InDesign or Jing
b. To give your documents a professionally intended look, consider desktop publishing
programs such as Microsoft Publisher or Power Point
c. To create documents for online publication, you can use programs such as
Dreamweaver, Weebly or SeaMonkey
d. All the above are correct
Question 01.19
Computer tools are important for gathering and collecting information as:
a. It can provide real time data in gathering information for report writing
b. Database tools provide a convenient way to collect information
c. Computers can be linked hence obtaining data whether authorized or unauthorized
is easy
d. It enables quality report writing
Question 01.20
1. As a rule, the appendix should not include charts, graphs and tables that directly support
the report
2. If a Short Report goes much over five pages, you might consider including a brief table of
Contents
3. Short Reports, because they are short, generally do not need an elaborate coherence plan
From the above statements,
a. Only 1 and 2 are Correct
b. Only 2 and 3 are Correct
c. Only 1 and 3 are Correct
d. All Statements are Correct
(Total 20 Marks)
Page 6 of 8
PART TWO
This part includes SIX compulsory short answer questions,
Answer all questions.
Question 02
With regard to the role of Adaptation in Clear Writing, briefly explain the following with real
life examples.
a. Use of Short Words & Long Words
b. Using Technical Words & Acronyms
c. Overuse of Camouflaged Verbs
(10 Marks)
Question 03
a. What do you mean by Nondiscriminatory Writing?
b. Identify three (03) ways how a writer can practice nondiscriminatory writing with
practical examples.
(10 Marks)
Question 04
What are the significance of using familiar words and adaptation of the message to suit the
target audience?
(10 Marks)
Question 05
Outline the steps you would take in Preparing for a Presentation.
(10 Marks)
Question 06
Briefly identify the effective use of computer tools for Analyzing and Organizing data in report
writing.
(10 Marks)
Question 07
What are the advantages and disadvantages of using E mail in business communication?
(10 Marks)
(Total 60 Marks)
Page 7 of 8
PART THREE
This part includes TWO essay type questions
Answer only ONE question from this part
Question 08
In writing a short report, discuss the essential process and outline the features that should be
followed. Include their importance by adapting a case (e.g. workplace situation) of your
choice.
(20 Marks)
Question 09
With reference to effective public speaking, explain how you would use appropriate
appearance and physical action along with a pleasant voice and speaking style.
Your answer should be framed within a real life situation.
(20 Marks)
(Total 20 Marks)
(Total 100 Marks)
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