,TESTBANK FOR Corporate Communication A Guide
to Theory and Practice Seventh Edition by Joep P.
Cornelissen
Notes
1- The file is chapter after chapter.
2- We have shown you few pages sample.
3- The file contains all Appendix and Excel sheet
if it exists.
4- We have all what you need, we make update
at every time. There are many new editions
waiting you.
5- If you think you purchased the wrong file You
can contact us at every time, we can replace it
with true one.
Our email:
, Lecturer Resources
Cornelissen, Corporate Communication: A Guide to Theory and Practice, 7e
SAGE Publishing, 2023
Testbank
Chapter 1: Defining corporate communication
1. A company’s mission can be defined as
a. A desired future state: the aspiration of the organization
b. An overriding purpose in line with the values and expectations of stakeholders
c. The profile and values communicated by an organization
d. A statement of overall aims in line with the overall purpose
Ans: B
A is the vision, C is corporate identity and D is corporate objectives
2. An individual’s collective representation of past images of an organization established
over time is called
a. Corporate image
b. Corporate identity
c. Corporate reputation
d. Mission
Ans: C
See Table 1.1 on page 6 of the book.
3. A stakeholder is
a. A defined group for whom a product is or may be in demand
b. Any person that owns stock of an organization
c. Any group or individual who can affect or is affected by the achievement of the
organization’s objectives
d. A defined group that is able to influence the strategic direction of an organization
, Lecturer Resources
Cornelissen, Corporate Communication: A Guide to Theory and Practice, 7e
SAGE Publishing, 2023
Ans: C
See Table 1.1 on page 6 of the book.
4. What is the core task of corporate communication?
Ans:
The objective of building, maintaining and protecting the company’s reputation.
5. How can corporate communication be described?
Ans:
A management function that offers a framework for the effective coordination of all internal
and external communication with the overall purpose of establishing and maintaining
favourable reputations with stakeholder groups upon which the organization is dependent.
6. What is the difference between corporate communication and management
communication?
a. Corporate communication only focuses on external stakeholders, while management
communication focuses on both internal and external stakeholders.
b. Corporate communication focuses on a particular part of the business, while management
communication focuses on the company as a whole.
c. Corporate communication mainly deals with reputational crises, while management
communication also includes positive communication, such as marketing.
d. Corporate communication focuses on both external and internal stakeholders, while
management communication is mostly focused on internal stakeholders.
Ans: D
7. What were the most important changes between the publicity/promotions/information
dissemination model and the following positioning model of corporate communication?
Ans:
, Lecturer Resources
Cornelissen, Corporate Communication: A Guide to Theory and Practice, 7e
SAGE Publishing, 2023
In many firms, the previously separate communication disciplines such as advertising, sales
promotion and media relations were integrated into one communication department.
Therefore, communication became more strategically managed, with the aim of positioning
the organization in the minds of important stakeholders.
8. What are the main differences of the stakeholder engagement model compared to the
positioning model of corporate communication?
Ans:
The stakeholder engagement model dismisses the view that stakeholders’ views can be
managed and controlled. Also, instead of just sending messages, organizations need to
engage with stakeholders through various platform, in an interactive way.
9. The stakeholder engagement paradigm emphasizes
a. Interactivity, authenticity, transparency and advocacy
b. Corporate identity, corporate reputation and corporate branding
c. Interactivity, corporate identity, transparency and corporate branding
d. Dynamic communication, new media, advocacy and positioning
Ans: A
See page 13 of the book.
10. True or false? Corporate communication started as a strategic tool in the 1900s and
evolved into a tactical support function in the 2000s.
Ans: False
It is the other way around. Corporate communication started as a tactical support function
and evolved into a strategic tool.
, Lecturer Resources
Cornelissen, Corporate Communication: A Guide to Theory and Practice, 7e
SAGE Publishing, 2023
Chapter 2: Corporate communication in contemporary
organizations
1. What is Marketing Public Relations (MPR)?
Ans:
The use of public relations techniques for marketing purposes. It arose in the 1980s, when
public relations and marketing were still very separate disciplines.
2. Which two specific functions form a direct overlap between marketing and public
relations?
a. Corporate advertising and direct marketing
b. Marketing public relations and branded content, and corporate public relations
c. Mass media advertising and direct marketing
d. Corporate advertising, and marketing public relations and branded content
Ans: D
See Figure 2.2 on page 24 of the book.
3. Name one example of how marketing and public relations activities can complement one
another.
Ans:
When public relations activities have created a company’s image, this can positively reflect
on the company’s product brands. Brand awareness has increased, and consumers have a
more positive impression of the brand.
Also, public relations can serve as a ‘watchdog’ or ‘corrective’ for marketing. It brings up
other viewpoints and expectations of stakeholders other than consumers. In this way, it can
strengthen strategic decision-making.
, Lecturer Resources
Cornelissen, Corporate Communication: A Guide to Theory and Practice, 7e
SAGE Publishing, 2023
4. The total integration of marketing and public relations into one ‘external communication’
function is
a. Widely implemented by organizations
b. The most popular model to coordinate corporate communication
c. Embraced by some organizations, but not very popular yet
d. No longer in use by many organizations
Ans: C
There is some evidence that a number of organizations are starting to implement this model,
but generally speaking, most companies still keep public relations and marketing rather
separate.
5. How do new technologies influence the relationship between internal and external
communication?
Ans:
New technologies have erased the division between internal and external communication,
since employees can share company information in real time via social media. For example,
many corporate news items come from Twitter feeds, nowadays.
6. An example of a communication-based driver for integrated communication is
a. Media multiplication, requiring the control of communication channels
b. Demands for greater transparency
c. The fact that internal communication is inseparable from external communication
d. Commonalities and overlap between communication disciplines
Ans: A
B and C fall under market- and environment-based drivers, while D is an organizational
driver.
7. Why is consistency important in marketing and public relations?
, Lecturer Resources
Cornelissen, Corporate Communication: A Guide to Theory and Practice, 7e
SAGE Publishing, 2023
Ans:
Consistency in marketing and public relations activities increases the chances of being
known and remembered by key stakeholders. Also, consistency is important for an
organization in order to be seen as trustworthy, as stakeholders increasingly demand
transparency and information.
8. True or false? Integrating marketing and public relations increases accountability and
efficiency and provides strategic direction.
Ans: True
9. Most multi-divisional and multinational companies organize corporate communications
a. In a separate department, closely linked to the sales department
b. In a separate department, close to the senior management
c. Spread over several units, such as public relations and sales
d. Spread over several units, indirectly linked to the CEO
Ans: B
Mostly, these companies have a separate communication department that is linked to the
CEO and the senior management and has an advisory role towards them. This department is
often located at the corporate headquarters and therefore has close relationships with the
executive team. Sometimes, the most senior communication manager is even on the
executive board.
10. Name two advantages of horizontal structures
Ans:
Horizontal structures enable companies to respond fast to emerging issues. Also, they may
partly solve problems of vertical structures, such as the creation of functional silos and a
compartmentalized organization.
, Lecturer Resources
Cornelissen, Corporate Communication: A Guide to Theory and Practice, 7e
SAGE Publishing, 2023
11. A multi-functional team is an example of
a. A horizontal structure
b. A vertical structure
c. A project team
d. A diagonal structure
Ans: A
Chapter 3: Corporate communication in a changing
media environment
1. True or false? The emergence and increasing popularity of new media fosters the
democratization of the production and dissemination of news on corporations.
Ans: True
It is no longer the case that it is only communication practitioners liaising with official news
channels. Other channels such as social media also produce and spread news on corporations.
2. Name one opportunity and one threat that come with this democratization trend.
Ans:
A threat is that communication practitioners lose control over the corporate message and
therefore, they feel, over the public image of the company. An opportunity is for companies
to be able to interact with stakeholders in new ways, for example, by engaging in
conversations online.
3. What is meant with the term ‘citizen journalist’?
a. Through the widespread use of social media and technologies, every citizen can become a
journalist.
b. Journalists are nowadays more interested in the lives of ordinary citizens, which they study
through social media.
c. Citizens that become voluntary journalists for traditional news media.
, Lecturer Resources
Cornelissen, Corporate Communication: A Guide to Theory and Practice, 7e
SAGE Publishing, 2023
d. Journalists that go undercover as normal citizens to study the interaction between firms
and citizens.
Ans: A
4. What does Web 2.0 mean?
Ans:
The term Web 2.0 describes a general ideological and technological shift in the use of online
technologies. First, the web was mainly a platform for the creation and publication of
content, while now content and applications are continuously and collectively generated and
modified by all users.
5. What is a hallmark of Web 1.0?
a. Blogs
b. Wikis
c. Collaborative projects
d. Websites
Ans: D
6. Give a definition of social media
Ans:
Social media are a group of internet-based applications that build on the ideological and
technological foundations of Web 2.0 and that allow for the creation and exchange of user-
generated content.
7. What is the communication approach in the new media environment?
a. Broadcasting
b. Crowd-casting
c. Webcasting
to Theory and Practice Seventh Edition by Joep P.
Cornelissen
Notes
1- The file is chapter after chapter.
2- We have shown you few pages sample.
3- The file contains all Appendix and Excel sheet
if it exists.
4- We have all what you need, we make update
at every time. There are many new editions
waiting you.
5- If you think you purchased the wrong file You
can contact us at every time, we can replace it
with true one.
Our email:
, Lecturer Resources
Cornelissen, Corporate Communication: A Guide to Theory and Practice, 7e
SAGE Publishing, 2023
Testbank
Chapter 1: Defining corporate communication
1. A company’s mission can be defined as
a. A desired future state: the aspiration of the organization
b. An overriding purpose in line with the values and expectations of stakeholders
c. The profile and values communicated by an organization
d. A statement of overall aims in line with the overall purpose
Ans: B
A is the vision, C is corporate identity and D is corporate objectives
2. An individual’s collective representation of past images of an organization established
over time is called
a. Corporate image
b. Corporate identity
c. Corporate reputation
d. Mission
Ans: C
See Table 1.1 on page 6 of the book.
3. A stakeholder is
a. A defined group for whom a product is or may be in demand
b. Any person that owns stock of an organization
c. Any group or individual who can affect or is affected by the achievement of the
organization’s objectives
d. A defined group that is able to influence the strategic direction of an organization
, Lecturer Resources
Cornelissen, Corporate Communication: A Guide to Theory and Practice, 7e
SAGE Publishing, 2023
Ans: C
See Table 1.1 on page 6 of the book.
4. What is the core task of corporate communication?
Ans:
The objective of building, maintaining and protecting the company’s reputation.
5. How can corporate communication be described?
Ans:
A management function that offers a framework for the effective coordination of all internal
and external communication with the overall purpose of establishing and maintaining
favourable reputations with stakeholder groups upon which the organization is dependent.
6. What is the difference between corporate communication and management
communication?
a. Corporate communication only focuses on external stakeholders, while management
communication focuses on both internal and external stakeholders.
b. Corporate communication focuses on a particular part of the business, while management
communication focuses on the company as a whole.
c. Corporate communication mainly deals with reputational crises, while management
communication also includes positive communication, such as marketing.
d. Corporate communication focuses on both external and internal stakeholders, while
management communication is mostly focused on internal stakeholders.
Ans: D
7. What were the most important changes between the publicity/promotions/information
dissemination model and the following positioning model of corporate communication?
Ans:
, Lecturer Resources
Cornelissen, Corporate Communication: A Guide to Theory and Practice, 7e
SAGE Publishing, 2023
In many firms, the previously separate communication disciplines such as advertising, sales
promotion and media relations were integrated into one communication department.
Therefore, communication became more strategically managed, with the aim of positioning
the organization in the minds of important stakeholders.
8. What are the main differences of the stakeholder engagement model compared to the
positioning model of corporate communication?
Ans:
The stakeholder engagement model dismisses the view that stakeholders’ views can be
managed and controlled. Also, instead of just sending messages, organizations need to
engage with stakeholders through various platform, in an interactive way.
9. The stakeholder engagement paradigm emphasizes
a. Interactivity, authenticity, transparency and advocacy
b. Corporate identity, corporate reputation and corporate branding
c. Interactivity, corporate identity, transparency and corporate branding
d. Dynamic communication, new media, advocacy and positioning
Ans: A
See page 13 of the book.
10. True or false? Corporate communication started as a strategic tool in the 1900s and
evolved into a tactical support function in the 2000s.
Ans: False
It is the other way around. Corporate communication started as a tactical support function
and evolved into a strategic tool.
, Lecturer Resources
Cornelissen, Corporate Communication: A Guide to Theory and Practice, 7e
SAGE Publishing, 2023
Chapter 2: Corporate communication in contemporary
organizations
1. What is Marketing Public Relations (MPR)?
Ans:
The use of public relations techniques for marketing purposes. It arose in the 1980s, when
public relations and marketing were still very separate disciplines.
2. Which two specific functions form a direct overlap between marketing and public
relations?
a. Corporate advertising and direct marketing
b. Marketing public relations and branded content, and corporate public relations
c. Mass media advertising and direct marketing
d. Corporate advertising, and marketing public relations and branded content
Ans: D
See Figure 2.2 on page 24 of the book.
3. Name one example of how marketing and public relations activities can complement one
another.
Ans:
When public relations activities have created a company’s image, this can positively reflect
on the company’s product brands. Brand awareness has increased, and consumers have a
more positive impression of the brand.
Also, public relations can serve as a ‘watchdog’ or ‘corrective’ for marketing. It brings up
other viewpoints and expectations of stakeholders other than consumers. In this way, it can
strengthen strategic decision-making.
, Lecturer Resources
Cornelissen, Corporate Communication: A Guide to Theory and Practice, 7e
SAGE Publishing, 2023
4. The total integration of marketing and public relations into one ‘external communication’
function is
a. Widely implemented by organizations
b. The most popular model to coordinate corporate communication
c. Embraced by some organizations, but not very popular yet
d. No longer in use by many organizations
Ans: C
There is some evidence that a number of organizations are starting to implement this model,
but generally speaking, most companies still keep public relations and marketing rather
separate.
5. How do new technologies influence the relationship between internal and external
communication?
Ans:
New technologies have erased the division between internal and external communication,
since employees can share company information in real time via social media. For example,
many corporate news items come from Twitter feeds, nowadays.
6. An example of a communication-based driver for integrated communication is
a. Media multiplication, requiring the control of communication channels
b. Demands for greater transparency
c. The fact that internal communication is inseparable from external communication
d. Commonalities and overlap between communication disciplines
Ans: A
B and C fall under market- and environment-based drivers, while D is an organizational
driver.
7. Why is consistency important in marketing and public relations?
, Lecturer Resources
Cornelissen, Corporate Communication: A Guide to Theory and Practice, 7e
SAGE Publishing, 2023
Ans:
Consistency in marketing and public relations activities increases the chances of being
known and remembered by key stakeholders. Also, consistency is important for an
organization in order to be seen as trustworthy, as stakeholders increasingly demand
transparency and information.
8. True or false? Integrating marketing and public relations increases accountability and
efficiency and provides strategic direction.
Ans: True
9. Most multi-divisional and multinational companies organize corporate communications
a. In a separate department, closely linked to the sales department
b. In a separate department, close to the senior management
c. Spread over several units, such as public relations and sales
d. Spread over several units, indirectly linked to the CEO
Ans: B
Mostly, these companies have a separate communication department that is linked to the
CEO and the senior management and has an advisory role towards them. This department is
often located at the corporate headquarters and therefore has close relationships with the
executive team. Sometimes, the most senior communication manager is even on the
executive board.
10. Name two advantages of horizontal structures
Ans:
Horizontal structures enable companies to respond fast to emerging issues. Also, they may
partly solve problems of vertical structures, such as the creation of functional silos and a
compartmentalized organization.
, Lecturer Resources
Cornelissen, Corporate Communication: A Guide to Theory and Practice, 7e
SAGE Publishing, 2023
11. A multi-functional team is an example of
a. A horizontal structure
b. A vertical structure
c. A project team
d. A diagonal structure
Ans: A
Chapter 3: Corporate communication in a changing
media environment
1. True or false? The emergence and increasing popularity of new media fosters the
democratization of the production and dissemination of news on corporations.
Ans: True
It is no longer the case that it is only communication practitioners liaising with official news
channels. Other channels such as social media also produce and spread news on corporations.
2. Name one opportunity and one threat that come with this democratization trend.
Ans:
A threat is that communication practitioners lose control over the corporate message and
therefore, they feel, over the public image of the company. An opportunity is for companies
to be able to interact with stakeholders in new ways, for example, by engaging in
conversations online.
3. What is meant with the term ‘citizen journalist’?
a. Through the widespread use of social media and technologies, every citizen can become a
journalist.
b. Journalists are nowadays more interested in the lives of ordinary citizens, which they study
through social media.
c. Citizens that become voluntary journalists for traditional news media.
, Lecturer Resources
Cornelissen, Corporate Communication: A Guide to Theory and Practice, 7e
SAGE Publishing, 2023
d. Journalists that go undercover as normal citizens to study the interaction between firms
and citizens.
Ans: A
4. What does Web 2.0 mean?
Ans:
The term Web 2.0 describes a general ideological and technological shift in the use of online
technologies. First, the web was mainly a platform for the creation and publication of
content, while now content and applications are continuously and collectively generated and
modified by all users.
5. What is a hallmark of Web 1.0?
a. Blogs
b. Wikis
c. Collaborative projects
d. Websites
Ans: D
6. Give a definition of social media
Ans:
Social media are a group of internet-based applications that build on the ideological and
technological foundations of Web 2.0 and that allow for the creation and exchange of user-
generated content.
7. What is the communication approach in the new media environment?
a. Broadcasting
b. Crowd-casting
c. Webcasting
