Time for a communication rethink

Multiple-choice questions: In order to be awarded CPD units you must answer the following five random questions correctly. If you fail the test, please re-read the article before attempting the questions again

  1. Why might advertisers want to use personalised messaging?

  2. Why do around 80 percent of large companies fail the messaging test?

  3. What four components make up the sauce test?

  4. Why does messaging need to change?

  5. What is the essential difference between emotion and reason in messaging?

  6. Why does candour work in messaging?

  7. Why do multiple competing truths in a message lead to message failure?

  8. What is affective warmth in the context of advertising?

  9. What is the difference between sales and marketing?

  10. Why is credibility and not exaggeration important?