Business Communication Today, 12e (Bovee/Thill) Chapter 9 Visual Media 1) Compared to poorly written text, badly designed visuals are ________ to be noticed by your audience. A) less likely B) more likely C) just as likely D) not eligible Answer: B Explanation: B) A poorly designed visual is highly conspicuous and takes up much more space than text. For that reason, an awkward or inappropriate visual is a bigger threat to your credibility than poorly written text. Diff: 2 Skill: Concept Objective: 1 AACSB: Communication Abilities Learning Outcome: Summarize the steps involved in planning, selecting, and producing a visual business communication 2) All of the following guidelines except ________ will help you avoid ethical lapses when you're creating visual support for a business message. A) aggregating data carefully B) oversimplifying complex situations C) providing background information D) avoiding emotional manipulation Answer: B Explanation: B) It is unethical to mislead an audience by hiding or downplaying complications that are important to their understanding of the situation you're representing. Diff: 3 Skill: Critical Thinking Objective: 1 AACSB: Communication Abilities, Ethical Understanding and Reasoning Abilities Learning Outcome: Summarize the steps involved in planning, selecting, and producing a visual business communication 1 3) Use the concept of ________ to help you design visuals that are consistent from one page of a document to the next. A) data visualization B) visual parallelism C) graphical enrichment D) visual enhancement Answer: B Explanation: B) Consistency is fundamental to effective visual design. Visual parallelism promotes consistent design elements throughout a document. Diff: 2 Skill: Concept/Application Objective: 1 AACSB: Communication Abilities Learning Outcome: Summarize the steps involved in planning, selecting, and producing a visual business communication 4) Consider the statements below. Which one of them is true? A) Contemporary audiences don't expect messages to contain visual elements. B) Today's video and graphic technology is so complex that only professionals can use it. C) Visuals can help you communicate your messages to audiences with lower reading skills. D) Your ability to create and interpret visuals will have little to do with your success in business. Answer: C Explanation: C) Research shows that only 50% of adults in the USA have the literacy skills required for success in today's workplace. Visuals could play a vital role in communicating your messages to audience members with lower literacy skills. Diff: 2 Skill: Concept Objective: 1 AACSB: Communication Abilities, Multicultural and Diversity Understanding Learning Outcome: Describe the opportunities and challenges of communicating in a diverse world 5) Clip art cluttering a bar chart is an example of A) a pictogram. B) chartjunk. C) a good way to grab reader interest. D) all of the above. Answer: B Explanation: B) Chartjunk is defined as any visual element that is added to an image for decorative (or other) purposes that does contribute any value or meaning to the image. Chartjunk clutters visuals and makes them hard to interpret. Diff: 2 Skill: Application Objective: 1 AACSB: Use of IT Learning Outcome: Summarize the steps involved in planning, selecting, and producing a visual business communication 2 6) Examples of ethical lapses to avoid in business visuals include all of the following except A) including photos that play on racial or gender stereotypes. B) expanding the detail of a graphic in order to make it more readable. C) altering photos or graphs to hide information that could make you look bad. D) distorting the axes on a line chart to make sales look like they have increased significantly over previous years. Answer: B Explanation: B) Most lapses come from hiding or distorting information. Rather than hide or distort, making a graphic more readable is likely to reduce the chance of misinterpretation. Diff: 2 Skill: Application Objective: 1 AACSB: Ethical Understanding and Reasoning Abilities Learning Outcome: Summarize the steps involved in planning, selecting, and producing a visual business communication 7) If you have a great deal of detailed, specific information to present to allow users to find specific data point values in decimal form, the best visual to use would be a A) table. B) pie chart. C) diagram. D) Gantt chart. Answer: A Explanation: A) Tables are best for presenting detailed, specific information in large quantities. Diff: 2 Skill: Concept Objective: 3 AACSB: Communication Abilities Learning Outcome: Summarize the steps involved in planning, selecting, and producing a visual business communication 8) Use a ________ to show frequency or distribution of parts in a whole. A) bar chart B) histogram C) flowchart D) pie chart Answer: D Explanation: D) Use a pie chart when you need to show frequency or distribution of parts in a whole. Diff: 1 Skill: Application Objective: 3 AACSB: Use of IT Learning Outcome: Summarize the steps involved in planning, selecting, and producing a visual business communication 3 transformations. C) animations and videos.9) When you need to show processes. Diff: 2 Skill: Critical Thinking Objective: 3 AACSB: Use of IT Learning Outcome: Summarize the steps involved in planning. multiple units D) present large amounts of data and information Answer: A Explanation: A) Printed tables can display extensive amounts of information. A) reduce the number of columns and rows B) remove lines and spaces between columns and rows C) display data items in unrounded. ________ to make sure that the table is easy to read. selecting. Diff: 2 Skill: Application Objective: 3 AACSB: Use of IT Learning Outcome: Summarize the steps involved in planning. transformations. but tables intended for online display and electronic presentations must be simpler. and other activities. D) data visualizations. and other activities. selecting. and producing a visual business communication 4 . the most effective visual choice would be A) infographics. B) flowcharts and diagrams. and producing a visual business communication 10) When you're creating a table for online use. Answer: C Explanation: C) Use animation and video to show processes. 4 miles per gallon Alternatively. D) do all of the above. and producing a visual business communication 12) The best type of visual for showing that annual consumer spending has decreased over the past ten years would be A) a table. D) an organization chart. and producing a visual business communication 5 . selecting. Answer: C Explanation: C) A line chart is best for showing how a variable changes over time or showing the relationship of two or more variables. B) a pie chart. units may be labeled on vertical or horizontal table headings.4 Diff: 2 Skill: Concept Objective: 3 AACSB: Communication Abilities Learning Outcome: Summarize the steps involved in planning. but bar charts cannot show time as a continuous variable. B) use at least three colors to hold the audience's attention. Diff: 3 Skill: Critical Thinking Objective: 3 AACSB: Analytical Skills Learning Outcome: Summarize the steps involved in planning. you should A) be sure to identify the units you are using. selecting. C) a line chart.11) When preparing numerical tables. These features can be shown on bar charts as well. Answer: A Explanation: A) The units may be provided in each table cell as shown below: Car Spitfire Mileage 26. as in: Car Spitfire Miles per gallon 26. C) use a font no larger than 9 points. and producing a visual business communication 6 . B) flowchart. C) scatter diagram.13) When preparing a line chart. and producing a visual business communication 14) The best visual for illustrating a manufacturer's quality control process would be a A) line chart. D) pie chart. Diff: 1 Skill: Critical Thinking Objective: 4 AACSB: Communication Abilities Learning Outcome: Summarize the steps involved in planning. C) never include negative numbers on the vertical axis. selecting. keep in mind that you should A) never leave out increments from the vertical axis. allowing sequential steps and relationships to be shown visually. B) be especially careful to avoid distorting the data. multi-step manufacturing process. selecting. rather than showing a range from 0 percent to 100 percent. Distortions also occur when an axis shows only part of an entire range. D) all of the above. such as percentages from 90 percent to 100 percent. Flowcharts are ideal for showing a complicated. Answer: B Explanation: B) You can distort your data if you choose the range for your axes as too great or too small. Answer: B Explanation: B) Flowcharts are best for showing conceptual rather than numeric relationships. Diff: 2 Skill: Concept Objective: 3 AACSB: Communication Abilities Learning Outcome: Summarize the steps involved in planning. Diff: 2 Skill: Critical Thinking Objective: 3 AACSB: Analytical Skills Learning Outcome: Summarize the steps involved in planning. A flow chart is better than a bar chart for showing a production process. Bar charts are best for comparing the sizes of several different items at once. Diff: 2 Skill: Concept Objective: 3 AACSB: Communication Abilities Learning Outcome: Summarize the steps involved in planning. B) a form of line chart in which all the lines add up to the top line. selecting. so a bar chart is the best choice for this question. Answer: B Explanation: B) A pie chart is better than a bar chart for showing a budget. and producing a visual business communication 7 . B) comparing sales totals of three breakfast cereals from 2007 to 2009. selecting. D) depicting links between employees at a large firm. and producing a visual business communication 16) A bar chart would be particularly useful for A) illustrating what percentages of a company's monthly budget are spent on utilities and other expenses. C) a type of map showing various terrains. Answer: B Explanation: B) The top line of the surface chart shows the cumulative total from all of the contributors. D) used to show interrelationships within an organization. A wheel chart is best for showing links between people in an organization. C) showing the stages in production of a jet engine.15) A surface chart is A) a type of three-dimensional pie chart. Note that the bottom contributor accounts for the entire area from its top border to the bottom of the graph. The area between each pair of lines below shows the contribution from a single contributor alone. D) pictogram. C) combination chart. A much larger Mickey would represent the sales totals in a good year. a small Mickey Mouse could be used to represent Disney's sales totals in a bad year. D) identifies positive and negative values. It uses bars to show cumulative contributions of various contributors to a total. Answer: D Explanation: D) A pictogram uses images to represent numeric data. selecting. The height of the bar represents the cumulative total. and producing a visual business communication 8 . C) compares quantities that require different intervals. B) shows the correlation between two items. Answer: A Explanation: A) A stacked bar chart is similar to a surface chart. selecting. Each section of the bar shows the contribution from that contributor. B) surface chart. Diff: 2 Skill: Concept Objective: 3 AACSB: Communication Abilities Learning Outcome: Summarize the steps involved in planning. and producing a visual business communication 18) A chart that uses symbols or graphic images instead of words or numbers to portray data is called a A) Gantt chart. The size or height of each Mickey would be proportional to its numeric value. For example. Diff: 2 Skill: Concept Objective: 3 AACSB: Communication Abilities Learning Outcome: Summarize the steps involved in planning.17) A segmented or stacked bar chart A) shows how individual components contribute to a total number. only a Gantt chart makes sense for tracking a complex task in which many people work on different aspects of a larger whole in parallel with one another. selecting. Answer: C Explanation: C) Gantt charts are especially good for showing durations of tasks in a process that requires input from multiple sources working in parallel. in a text book creating process. you should use A) an organizational chart. D) a pictogram. selecting. Looking at a Gantt chart for a work process you can tell at a glance how work tasks will overlap at various times. and producing a visual business communication 9 . For example. B) a Gantt chart. a Gantt chart might tell you that the editors will be working on Chapter 7 at the same time that writers are working on Chapter 12. and producing a visual business communication 20) To track your team's progress toward completing an important project.19) A Gantt chart is a type of A) pictogram. Answer: B Explanation: B) Of the choices. D) pie chart. C) time line chart. Diff: 2 Skill: Concept Objective: 3 AACSB: Communication Abilities Learning Outcome: Summarize the steps involved in planning. Diff: 3 Skill: Critical Thinking Objective: 3 AACSB: Analytical Skills Learning Outcome: Summarize the steps involved in planning. C) a pie chart. B) line chart. A) much better B) worse C) about the same D) slightly better Answer: B Explanation: B) It is very difficult to determine a numerical value using a pie chart. Diff: 3 Skill: Concept Objective: 3 AACSB: Communication Abilities Learning Outcome: Summarize the steps involved in planning. pie charts are perfect for budgets. selecting. as each slice of the pie shows the relative contribution of that item to the whole. Answer: A Explanation: A) Pie charts are best for showing how parts of a larger whole are distributed. In contrast. and producing a visual business communication 22) For determining numerical values. D) flowchart.21) The best way to illustrate what percentage of your firm's annual budget is spent on what would be a A) pie chart. C) organizational chart. selecting. B) line chart. and producing a visual business communication 10 . Diff: 2 Skill: Critical Thinking Objective: 3 AACSB: Communication Abilities Learning Outcome: Summarize the steps involved in planning. pie charts are generally ________ than bar charts or line charts. For this reason. it is quite easy to read off a value from a well-made bar chart or line chart. For example. Answer: D Explanation: D) A flowchart works best in showing relationships between steps in a process that are not necessarily in a sequential linear order. a shortage of materials is detected in stage 5. D) illustrate processes and procedures. feedback can be sent back to stage 2 to remedy the shortage. B) show the relative sizes of the parts of a whole. D) Gantt chart. C) show how something looks or operates. in a manufacturing process a flowchart can show that any one step in the sequence can feedback to earlier steps and modify their progress. Diff: 1 Skill: Concept Objective: 4 AACSB: Communication Abilities Learning Outcome: Summarize the steps involved in planning. If. C) scatter diagram.23) Flowcharts are used to A) summarize large amounts of statistical data. and producing a visual business communication 11 . Diff: 2 Skill: Concept Objective: 4 AACSB: Communication Abilities Learning Outcome: Summarize the steps involved in planning. Answer: A Explanation: A) An organization chart shows an entire organizational hierarchy and how different levels and positions within those levels interact with one another. and producing a visual business communication 24) The best graphic element to identify the communication channels of an entire business organization is a(n) A) organization chart. selecting. selecting. for example. B) bar chart. Full-time professionals may use a computer-aided design program. Answer: C Explanation: C) Computer-aided design programs are primarily used by architects and engineers to make such things as blueprint drawings for building plans and scale drawings for engineering equipment. B) complete audiovisual display. or CAD. Diff: 1 Skill: Concept Objective: 4 AACSB: Use of IT Learning Outcome: Summarize the steps involved in planning. Answer: A Explanation: A) Other popular illustration programs include Adobe Illustrator.25) Microsoft Visio is one example of specialized software used to create A) professional-quality illustrations. Google SketchUp. B) complex spreadsheets. Diff: 2 Skill: Concept Objective: 4 AACSB: Use of IT Learning Outcome: Summarize the steps involved in planning. and Corel Draw. selecting. selecting. C) computer-aided design. D) none of the above. D) computer adaptable display. and producing a visual business communication 26) CAD stands for A) charts automatically designed. and producing a visual business communication 12 . C) cash flow tracking systems. C) the ability to create effective visuals and interpret them correctly. Diff: 1 Skill: Concept Objective: 4 AACSB: Communication Abilities Learning Outcome: Summarize the steps involved in planning. A diagram might be much more useful for this purpose. C) that appropriate photos are difficult to find. an electric razor works. not a photograph. selecting. selecting. and producing a visual business communication 28) To use photographs successfully in workplace documents or online publications. B) that they are difficult to change or manipulate. C) determine the communication value of each photograph. B) understanding how visual representations have evolved over the ages. Answer: C Explanation: C) Visual literacy is the ability to create and interpret visuals successfully. selecting. B) master basic image-processing functions. for example. showing the important working parts of the razor and leaving out all of the unimportant parts. D) sharing smartphone photos on social media. visual literacy involves A) being conversant with the latest image-editing software. Answer: A Explanation: A) In showing how. D) ) observe copyrights and model permissions. Diff: 2 Skill: Concept Objective: 1 AACSB: Communication Abilities Learning Outcome: Summarize the steps involved in planning. D) all of the above. confusing the viewer. when you need to emphasize specific parts that are relevant to a specific problem. do not A) replace all diagrams with photographs. a photo of the razor would show too much detail. Answer: A Explanation: A) Use a simplified diagram. and producing a visual business communication 29) As a key business skill.27) A potential drawback of using photographs in reports is A) that they can show too much detail. Diff: 3 Skill: Application Objective: 4 AACSB: Communication Abilities. Ethical Understanding and Reasoning Abilities Learning Outcome: Summarize the steps involved in planning. and producing a visual business communication 13 . D) consider hiring a professional to design a template for the visuals that represent your company. and producing a visual business communication 31) When designing important visuals in business. a power tool company might have a branded channel that features how-to videos for using their equipment. A) include as little text and as many photographs as possible. Diff: 2 Skill: Concept Objective: 4 AACSB: Use of IT Learning Outcome: Summarize the steps involved in planning. thanks to low-cost video cameras and video sharing sites such as YouTube. selecting. B) use online clipart to apply a decorative flair to your corporate communications. selecting.30) Using video to enhance business messages A) has become difficult and expensive. C) plan on using every color in the rainbow to reach out to the global community. B) is generally a bad idea. For example. Diff: 2 Skill: Concept Objective: 4 AACSB: Use of IT Learning Outcome: Summarize the steps involved in planning. since audiences now have such high expectations. but a turn-off for most others. and producing a visual business communication 14 . Answer: D Explanation: D) A professional designer can create a visual template that connects with your viewers and enhances awareness of your brand. since it takes away from the main idea. C) is easier than ever. Answer: C Explanation: C) YouTube now offers branded channels that allow companies to feature all of their videos in a single location. D) is effective for tech-savvy audiences. A presentation to an industrial society. B) whether or not your topic is controversial. Answer: B Explanation: B) A template can be used over and over again. and producing a visual business communication 33) The style and quality that you choose for your visuals depends mostly on A) the gender of your audience. Answer: C Explanation: C) The situation dictates the type of visuals you should use. C) is any kind of chart generated by a spreadsheet or illustration program. a template A) is a tool for creating curves and geometric shapes. and makes decision making easier. on the other hand. may require elaborate. graphs. B) helps ensure an effective design. just fill in the blanks of the template. Diff: 2 Skill: Concept Objective: 4 AACSB: Use of IT Learning Outcome: Summarize the steps involved in planning. C) the subject matter and the situation at hand. D) is a tool for creating classic architectural views. full-color. saves time. and photos to make sure your audience fully understands the information you present. charts. selecting. A simple diagram may suffice for an informal meeting. ensuring company-wide consistency and saving time. Diff: 2 Skill: Concept Objective: 4 AACSB: Communication Abilities.32) In computer graphics. D) all of the above. Rather than need to make esthetic decisions each time you create a new graphic. Multicultural and Diversity Understanding Learning Outcome: Describe the opportunities and challenges of communicating in a diverse world 15 . Answer: B Explanation: B) Readers find it less confusing when an explanation of the visual comes before the visual itself rather than after the visual. selecting. or scroll down awkwardly on a computer screen. and refer to it as "the abovementioned pie chart.34) The ideal balance between the visual and the verbal depends on A) the nature of your audience. for example. and producing a visual business communication 16 ." D) include copyright information. in contrast. C) come on the page following the chart. A largely academic audience. B) precede the chart. B) the length of the report/presentation. A nonEnglish speaking audience. may require extra visuals to get around language barriers. Multicultural and Diversity Understanding Learning Outcome: Describe the opportunities and challenges of communicating in a diverse world 35) The reference to a bar chart in your report on advertising costs should A) come directly after the chart itself appears. D) internal company guidelines. Try to place the visual as closely as possible to the text that supports it. Diff: 2 Skill: Application Objective: 5 AACSB: Communication Abilities Learning Outcome: Summarize the steps involved in planning. Answer: A Explanation: A) Each audience responds best to a particular balance and emphasis. Diff: 2 Skill: Concept Objective: 5 AACSB: Communication Abilities. C) the amount of money available for underwriting the costs of graphics. might respond better to a text-heavy presentation. Make a concerted effort to avoid having your readers need to flip back and forth between visuals and text. selecting. it is best to place each visual A) within. Diff: 2 Skill: Concept Objective: 5 AACSB: Communication Abilities Learning Outcome: Summarize the steps involved in planning. tag cloud B) table. or other choices. chevron C) caption.36) In business reports. matrix Answer: C Explanation: C) A caption usually offers additional discussion of a visual's content. selecting. a ________ helps readers decode a visual. An informative title draws a conclusion about the visual. or immediately after the paragraph it illustrates. selecting. A) legend. and producing a visual business communication 37) A ________ offers additional discussion of the content of a visual. A legend helps readers "decode" a visual by explaining the meaning of colors. and producing a visual business communication 38) Which of the following is an example of a descriptive title for a visual? A) How CamCo Reduces Costs B) CamCo Cost Reductions Are Increasing Each Year C) Reducing Costs Is a Number-One Goal at CamCo D) Whither Camco: Is the Rollercoaster Ride Over? Answer: A Explanation: A) A descriptive title simply identifies the topic of the visual. B) just before the paragraph referring to it. symbols. Diff: 2 Skill: Concept Objective: 5 AACSB: Communication Abilities Learning Outcome: Summarize the steps involved in planning. If text and visual start to get separated. and producing a visual business communication 17 . Answer: A Explanation: A) The rule of thumb is to place the visual as closely as possible to its supporting text. beside. try recasting the section of the document in which they appear to change where pages break and allow the visual and the text to remain together. or points out some key feature of the visual. legend D) diagram. C) together with other visuals at the end of each chapter. D) together with other visuals in an appendix at the end of the report. Diff: 3 Skill: Application Objective: 5 AACSB: Analytical Skills Learning Outcome: Summarize the steps involved in planning. D) all of the above. B) "airbrush" the photos of company executives to make them look more attractive. check your work over after it is finished and ask yourself. Answer: A Explanation: A) For the sake of design or simplicity. "Am I distorting anything or leaving anything out of this graph?" Diff: 2 Skill: Concept Objective: 5 AACSB: Ethical Understanding and Reasoning Abilities Learning Outcome: Describe the opportunities and challenges of communicating in a diverse world 18 . Diff: 2 Skill: Concept Objective: 5 AACSB: Communication Abilities Learning Outcome: Summarize the steps involved in planning. C) overload your report with unnecessary tables and charts. selecting. To make sure that you haven't accidentally created a misleading visual. those colors should be clearly identified in a legend. C) complex graphs. in some visuals key information gets left out of the picture.39) Legends should be included with A) controversial reports. This can happen deliberately or inadvertently. Answer: C Explanation: C) Legends are needed whenever a graph is somewhat complex and confusion is likely. For example. D) simplify data from other sources. when multiple colors are used to represent different data types. and producing a visual business communication 40) When creating visuals. B) all visuals in business reports. it is highly unethical to A) leave out important information. and postproduction stages. writing. production.41) A special class of diagrams called ________ can feature stylized versions of charts and graphs or offer structured narratives. D) preproduction. A) B-roll material B) A-list material C) shot-list material D) back-up material Answer: A Explanation: A) B-roll is film terminology for extra scenes and images that can enhance the finished product. Diff: 2 Skill: Concept Objective: 5 AACSB: Use of IT Learning Outcome: Summarize the steps involved in planning. Diff: 2 Skill: Concept/Application Objective: 6 AACSB: Use of IT Learning Outcome: Summarize the steps involved in planning. production. selecting. and completing. selecting. and postproduction. C) visualization. filming. and dissemination. selecting. Diff: 2 Skill: Synthesis Objective: 6 AACSB: Use of IT Learning Outcome: Summarize the steps involved in planning. production. and producing a visual business communication 43) The term ________ refers to secondary video clips and still images that can add visual interest to or improve the flow of a business video. B) casting. and producing a visual business communication 42) The process for producing business videos includes the following three stages: A) planning. Answer: D Explanation: D) By following a methodical process in the preproduction. any business communicator with basic equipment can create effective videos. and producing a visual business communication 19 . A) informatics B) pictograms C) infographics D) monograms Answer: C Explanation: C) Infographics come in two types: those that are stylized collections of charts and graphs and those that have a structured narrative. and broadcasting. Answer: FALSE Explanation: Visual images evolve over time and have different meanings in different cultures. and producing a visual business communication 46) Unlike words. record narration. D) all of the above. Diff: 2 Skill: Concept/Application Objective: 6 AACSB: Use of IT Learning Outcome: Summarize the steps involved in planning. D) using special effects on your camera.44) Best practices during the production stage of a business video do not include A) keeping your camera still. visual images have connotative meanings that are consistent across cultures. Diff: 2 Skill: Concept/Application Objective: 6 AACSB: Use of IT Learning Outcome: Summarize the steps involved in planning. B) capturing B-roll footage. C) framing each shot carefully. and producing a visual business communication 45) During the post-production stage of a business video. selecting. and make other fixes. you can remove clumsy bits of footage. Diff: 2 Skill: Concept Objective: 1 AACSB: Multicultural and Diversity Understanding Learning Outcome: Describe the opportunities and challenges of communicating in a diverse world 20 . selecting. C) synchronize the main audio track with the video and record narration. you can A) add transitions between video segments. replace sections of dialogue. B) identify the shots you want to keep and those you want to delete. Answer: D Explanation: D) Export "clean" footage to your editing software and add special effects as needed in postproduction. Answer: D Explanation: D) During the postproduction stage. a mistake in a visual can have a much greater impact than a text mistake. Using a graphic or photo to express an idea in this situation. Diff: 2 Skill: Concept Objective: 1 AACSB: Communication Abilities. Answer: FALSE Explanation: Many colors. across a wide variety of cultures. rather than words. connotative meaning can evolve over time and mean different things in different cultures. Answer: TRUE Explanation: Visuals come in especially handy when you are trying to communicate with others who don't share your language. selecting. can be extremely useful.47) Including visuals in your report or presentation is a particularly powerful way to communicate with a culturally diverse audience. and their symbolic. and producing a visual business communication 49) According to the concept of visual symbolism. and other design elements have visual symbolism. many shapes and colors have the same meaning. Answer: TRUE Explanation: Because visuals take up more room on the page and are much more conspicuous than text. Multicultural and Diversity Understanding Learning Outcome: Describe the opportunities and challenges of communicating in a diverse world 21 . shapes. Diff: 2 Skill: Concept Objective: 1 AACSB: Communication Abilities Learning Outcome: Summarize the steps involved in planning. Diff: 1 Skill: Concept Objective: 1 AACSB: Multicultural and Diversity Understanding Learning Outcome: Describe the opportunities and challenges of communicating in a diverse world 48) Poorly planned visuals are often more noticeable than grammatical errors in the text of your report. and producing a visual business communication 52) Altering the horizontal or vertical scale on a line graph can profoundly influence your audience's perception of the data you present. selecting. Diff: 2 Skill: Concept Objective: 1 AACSB: Communication Abilities Learning Outcome: Summarize the steps involved in planning. selecting. and consistency are much more important for visual success than visual effects. maintaining consistency among your visuals is less important than impressing the audience with a wide range of special effects. Answer: FALSE Explanation: Adding decorative elements is a form of chartjunk that needlessly clutters visuals and gets in the way of effective design. Answer: FALSE Explanation: Too many visual effects tend to clutter the page and cancel one another out. and producing a visual business communication 51) The more decorative elements you can add to a graphic. Diff: 1 Skill: Concept Objective: 1 AACSB: Ethical Understanding and Reasoning Abilities Learning Outcome: Summarize the steps involved in planning. Diff: 1 Skill: Concept Objective: 1 AACSB: Communication Abilities Learning Outcome: Summarize the steps involved in planning. In many cases. This strategy would be used by an artist who wanted to dramatize the element of change in the data. and producing a visual business communication 22 .50) In business presentations. the more interesting and useful it will be to the audience. because it distorts the meaning of the data. changing a vertical percentage scale to show only the top twenty percent of the scale instead of the entire range from 0 percent to 100 percent can make fairly minor fluctuations in data look enormous. this kind of manipulation is unethical. Balance. Answer: TRUE Explanation: For example. Good design never includes elements that are purely decorative. selecting. proportion. selecting. For example. and the horizontal axis indicates amount. Diff: 1 Skill: Concept Objective: 5 AACSB: Communication Abilities Learning Outcome: Summarize the steps involved in planning. you should express all items in a column in the same unit. in a federal tax table. Diff: 3 Skill: Concept Objective: 3 AACSB: Communication Abilities Learning Outcome: Summarize the steps involved in planning. and producing a visual business communication 55) When preparing numerical tables. days. and producing a visual business communication 56) In line charts showing trends. Answer: FALSE Explanation: The convention in line charts is for the horizontal axis always to show a unit of time. Some line charts don't include a time element. such as years. and producing a visual business communication 54) Infographics are limited to showing stylized versions of charts and graphs. Answer: TRUE Explanation: Tables are the best choice when the actual values of the data are important for users to obtain. Diff: 1 Skill: Concept Objective: 3 AACSB: Communication Abilities Learning Outcome: Summarize the steps involved in planning.53) Use a table to summarize information that would be difficult or tedious to handle in the main text. in that case. or minutes. Answer: TRUE Explanation: Changing units within a single column could be confusing or even misleading to the reader. Diff: 3 Skill: Application Objective: 3 AACSB: Communication Abilities Learning Outcome: Summarize the steps involved in planning. then read off the taxable amount in a second column. users need to be able to look up the exact amount they must pay according to their taxable income. either variable can be located on the horizontal axis. selecting. selecting. So they just find their taxable income in one column of the table. and producing a visual business communication 23 . selecting. the vertical axis indicates time or quantity. Answer: FALSE Explanation: Infographics can offer not only stylized graphics but also structured narratives. selecting. a single bar would mark the average temperature for the day. and producing a visual business communication 60) The deviation bar chart shows variation for a variable over time. Answer: FALSE Explanation: The top edge of the top section shows the cumulative total for all categories. Between that high and low. in comparing yearly sales of three different brands of cereal. Answer: TRUE Explanation: One of the best features of a line graph is its ability to show how different variables change over time. selecting. Diff: 2 Skill: Concept Objective: 3 AACSB: Communication Abilities Learning Outcome: Summarize the steps involved in planning. Answer: TRUE Explanation: For example. and producing a visual business communication 58) The edge of the bottom section of a surface chart shows the cumulative total for all of the categories. Diff: 2 Skill: Concept Objective: 3 AACSB: Communication Abilities Learning Outcome: Summarize the steps involved in planning.57) Generally speaking. and producing a visual business communication 24 . Diff: 1 Skill: Concept Objective: 3 AACSB: Communication Abilities Learning Outcome: Summarize the steps involved in planning. Answer: TRUE Explanation: For example. a deviation bar chart for daily weather might show a bar that extends from the high to the low temperature for the day. a line chart should not contain more than 2-3 lines for comparison. each brand can be represented by a separate bar. the graphs become confusing and hard to read if more than two or three variables are graphed on the same axes. and producing a visual business communication 59) Bar charts can be used to compare more than one set of data. Diff: 2 Skill: Concept Objective: 3 AACSB: Communication Abilities Learning Outcome: Summarize the steps involved in planning. selecting. selecting. However. Answer: TRUE Explanation: Pie charts are best for showing how the parts of a whole compare to the whole itself. and producing a visual business communication 25 . selecting. There is no set format for bar charts. and producing a visual business communication 62) A Gantt chart is a type of time line chart used to track the progress of a project. Diff: 2 Skill: Concept Objective: 3 AACSB: Communication Abilities Learning Outcome: Summarize the steps involved in planning. Diff: 1 Skill: Application Objective: 3 AACSB: Analytical Skills Learning Outcome: Summarize the steps involved in planning. selecting. and producing a visual business communication 63) A pie chart would provide an effective visual to illustrate how an employee's time is divided among different tasks throughout the week. Looking at the chart you can tell at a glance how work will overlap at various times. The size of each "slice" of the pie shows how large that category is compared to the whole. Bar charts are the most versatile type of chart. Answer: FALSE Explanation: Bars can be aligned vertically or horizontally. selecting. Diff: 2 Skill: Concept Objective: 3 AACSB: Use of IT Learning Outcome: Summarize the steps involved in planning.61) Bars in a bar chart should always be aligned horizontally. Answer: TRUE Explanation: Gantt charts are especially good for showing durations of tasks in a process that requires input from multiple sources working in parallel. Diff: 1 Skill: Concept Objective: 4 AACSB: Communication Abilities Learning Outcome: Summarize the steps involved in planning. Answer: TRUE Explanation: In a flowchart. selecting. diamonds represent decision points. and photographs are generally not helpful in business documents. diamonds indicate decision points. that are not necessarily in a sequential linear order." Diff: 2 Skill: Concept Objective: 3 AACSB: Communication Abilities Learning Outcome: Summarize the steps involved in planning. such as a manufacturing process. and producing a visual business communication 67) Drawings. Answer: TRUE Explanation: The point of data visualization isn't so much representing individual data points as it is conveying the "meaning" of the data. such as. Diff: 1 Skill: Concept Objective: 4 AACSB: Communication Abilities Learning Outcome: Summarize the steps involved in planning. Answer: TRUE Explanation: A flowchart works best in showing relationships between steps in a complex process. you are able to draw an instant conclusion from viewing the graphic. while rectangles show process steps. the best type of visual to use is a flowchart. selecting. can enhance the effectiveness of a business document immensely. and producing a visual business communication 65) If you want to illustrate a process or procedure. when chosen well and implemented skillfully. Answer: FALSE Explanation: Visuals of all types. and producing a visual business communication 66) On a flowchart." or "Sales doubled over the last three months. selecting. diagrams. and producing a visual business communication 26 . Diff: 2 Skill: Concept Objective: 4 AACSB: Communication Abilities Learning Outcome: Summarize the steps involved in planning. "Too much money is being spent on overhead. When data visualization is done well.64) Data visualization is focused on extracting broad meaning from data (rather than on clarifying individual data points). selecting. and producing a visual business communication 70) In the text of a report.68) Because of the costs of reproduction. Permissions can be costly. Answer: FALSE Explanation: If one visual in the document is referred to by number. Diff: 2 Skill: Concept Objective: 5 AACSB: Communication Abilities Learning Outcome: Summarize the steps involved in planning. only the most important visuals should be referred to by number. selecting. and producing a visual business communication 27 ." will make it easier for your audience to understand the main idea depicted in that visual. Diff: 2 Skill: Application Objective: 4 AACSB: Analytical Skills Learning Outcome: Summarize the steps involved in planning. Companies can include photographs that they have taken themselves with almost no cost. so business reports tend to use in-house photos more than purchased photos. selecting. selecting. such as "Demand Grows Exponentially. all of the visuals should be included in the number scheme. Answer: FALSE Explanation: Costs to reproduce photographs are virtually zero in today's all-digital world. whether they are considered "important" or not. Diff: 1 Skill: Concept Objective: 4 AACSB: Communication Abilities Learning Outcome: Summarize the steps involved in planning. and producing a visual business communication 69) Using an informative title for a visual. the audience won't have to interpret the visual to extract its main idea. Answer: TRUE Explanation: If a visual has an informative title. photographs are usually not used in business reports. Answer: consistency Explanation: An example of visual parallelism is to put the main text of a document to one side of the page. selecting. Answer: Chartjunk Explanation: Any visual element that is purely decorative is considered chartjunk and should be left out of the graphic. selecting. Diff: 2 Skill: Concept Objective: 5 AACSB: Communication Abilities Learning Outcome: Summarize the steps involved in planning. graphs. Diff: 2 Skill: Concept Objective: 1 AACSB: Communication Abilities Learning Outcome: Summarize the steps involved in planning. and producing a visual business communication 73) ________ refers to decorative elements that clutter documents without adding any relevant information. something that most people find irritating. Answer: TRUE Explanation: The worst place to put a visual is a page or more before or after it is referred to in the text. or other visual elements.71) The best place to put a visual is right next to or immediately following the paragraph it illustrates. and producing a visual business communication 72) A basic principle of design is to maintain ________ or visual parallelism among all the visuals in a document. and producing a visual business communication 28 . selecting. Diff: 2 Skill: Concept Objective: 1 AACSB: Communication Abilities Learning Outcome: Summarize the steps involved in planning. and leave a small column on the outside of the page empty for comments. This causes the reader to need to flip back and forth between the text and the visual. Line charts can also plot a non-time variable on the horizontal axis. or paired. selecting. and so on. deviation. and producing a visual business communication 76) ________ charts are a form of line chart with a cumulative effect. you need to estimate relationships between values. the horizontal axis for a line chart is a unit of time—years. Answer: line Explanation: Typically. selecting. Bar charts can be constructed in dozens of different ways to emphasize different aspects of a data set. segmented. Diff: 2 Skill: Concept Objective: 3 AACSB: Communication Abilities Learning Outcome: Summarize the steps involved in planning. selecting. To see relationships in a table that contains numbers. hours. combination. Diff: 2 Skill: Concept Objective: 3 AACSB: Communication Abilities Learning Outcome: Summarize the steps involved in planning. Diff: 2 Skill: Concept Objective: 3 AACSB: Communication Abilities Learning Outcome: Summarize the steps involved in planning.74) A(n) ________ chart specializes in showing how a variable changes over time. Answer: Surface Explanation: At any point on the top edge of a surface chart you can get a measure of the cumulative total of the variable on the vertical axis. all the lines add up to the top line. and producing a visual business communication 29 . selecting. Answer: table Explanation: It is very difficult to see trends in a table that is filled with data points that are represented either by number values or words. and producing a visual business communication 77) A(n) ________ chart can take several forms including grouped. days. Answer: bar Explanation: Bar charts are the most versatile form of chart. Diff: 2 Skill: Concept Objective: 3 AACSB: Communication Abilities Learning Outcome: Summarize the steps involved in planning. and producing a visual business communication 75) A(n) ________ is a poor choice for noticing mathematical trends. selecting. you can tell that half of the circle represents 50 percent of the total. Diff: 2 Skill: Concept Objective: 3 AACSB: Communication Abilities Learning Outcome: Summarize the steps involved in planning. and producing a visual business communication 80) A(n) ________ chart is a type of time line chart used to track progress toward completing a project. and producing a visual business communication 79) A(n) ________ ________ chart shows how much time is needed to complete each task in a given project. selecting.78) A(n) ________ is a type of chart that uses symbols instead of words or numbers to portray data. Any other value can only be guessed at. If the pie is split in half. Answer: Gantt Explanation: A Gantt chart is essentially a series of time line charts all expressed in the same graph with a single horizontal axis expressing time. Answer: pie Explanation: It is almost impossible to collect numerical values from a pie chart. the greater the value of the data point. Diff: 2 Skill: Concept Objective: 3 AACSB: Communication Abilities Learning Outcome: Summarize the steps involved in planning. The larger the symbol. and producing a visual business communication 30 . Answer: pictogram Explanation: The symbols in a pictogram represent data. selecting. and producing a visual business communication 81) The most difficult chart to use to collect numerical data from is the ________ chart. selecting. Diff: 2 Skill: Concept Objective: 3 AACSB: Communication Abilities Learning Outcome: Summarize the steps involved in planning. Diff: 2 Skill: Concept Objective: 3 AACSB: Communication Abilities Learning Outcome: Summarize the steps involved in planning. Answer: time line Explanation: A time line chart shows time needed to complete a single task. Diff: 2 Skill: Concept Objective: 4 AACSB: Communication Abilities Learning Outcome: Summarize the steps involved in planning. but it doesn't make a comment on the topic. an organization chart for the United States government would start with three boxes on top showing the president. Answer: descriptive Explanation: An example of a descriptive title is: "Supply Versus Cost for Oil. or functions of an organization and the way they interrelate. units. selecting. use a(n) ________ chart. Congress." The title not only identifies the topic. and producing a visual business communication 31 . Diff: 2 Skill: Concept Objective: 5 AACSB: Communication Abilities Learning Outcome: Summarize the steps involved in planning." The title identifies the topic. it also tells comments on trends that seem evident in graph. Answer: informative Explanation: An example of an informative title is: "Cost of Oil Rises as Supply Decreases. Answer: organization Explanation: An organization chart works like a flowchart to depict relationships between individuals and levels in a company or organization. Diff: 2 Skill: Concept Objective: 5 AACSB: Communication Abilities Learning Outcome: Summarize the steps involved in planning. and producing a visual business communication 83) A(n) ________ title on a graphic simply identifies the topic. selecting. 2009. For example. 2009. and Supreme Court. selecting. and producing a visual business communication 84) A(n) ________ title calls attention to the conclusion that ought to be drawn from the data.82) To illustrate the positions. 85) Along with the title of a visual. Answer: You can emphasize or deemphasize certain aspects of data in visual aids by altering the horizontal or vertical scale on a chart or graph or by manipulating the perspective a photograph provides on an object. For example. A bar chart would be helpful for comparing the retail cost of several hybrid automobiles. Answer: caption Explanation: Captions may point out some special feature in the visual. the ________ offers additional discussion of the visual's content and can be several sentences long. (3) surface charts. the caption for a photograph of a chemical plant might say: "The container on the right is used as a fermentation tank. Provide an example of a specific task for which one type would be especially useful. selecting. (7) Scatter and bubble diagrams. (4) bar charts." Diff: 3 Skill: Concept Objective: 5 AACSB: Communication Abilities Learning Outcome: Summarize the steps involved in planning. Diff: 1 Skill: Concept Objective: 1 AACSB: Communication Abilities Learning Outcome: Summarize the steps involved in planning. (6) Gantt charts. and producing a visual business communication 86) What is "chartjunk"? Answer: "Chartjunk" refers to any decorative elements that clutter documents (and confuse readers) without adding any relevant information. (2) line charts. Answer: (1) Tables. selecting. Diff: 3 Skill: Concept Objective: 1 AACSB: Communication Abilities Learning Outcome: Summarize the steps involved in planning. Diff: 2 Skill: Critical Thinking Objective: 3 AACSB: Communication Abilities Learning Outcome: Summarize the steps involved in planning. selecting. (5) pictograms. selecting. and producing a visual business communication 88) List at least five types of visuals commonly used to present data in business documents. and producing a visual business communication 32 . and (8) pie charts. and producing a visual business communication 87) Briefly describe one way that visuals can be designed to emphasize or deemphasize certain aspects of the data they present. what do the vertical and horizontal axes normally illustrate? Answer: The vertical axis normally shows the amount. Answer: Bar charts are particularly useful for comparing the size of several items at one time. and producing a visual business communication 92) In preparing a presentation for a local community group. Diff: 2 Skill: Concept Objective: 3 AACSB: Communication Abilities Learning Outcome: Summarize the steps involved in planning. selecting. selecting. and why? Answer: A flowchart would be best in this case.89) In a line chart. Diff: 3 Skill: Concept Objective: 3 AACSB: Communication Abilities Learning Outcome: Summarize the steps involved in planning. and producing a visual business communication 33 . Diff: 2 Skill: Concept Objective: 3 AACSB: Communication Abilities Learning Outcome: Summarize the steps involved in planning. selecting. What type of visual should you use to describe the process. you need to describe the process your plant uses to manufacture home appliances. Diff: 2 Skill: Critical Thinking Objective: 4 AACSB: Analytical Skills Learning Outcome: Summarize the steps involved in planning. and the horizontal axis illustrates the time or other quantity against which the amount is being measured. and showing the relative size of components of a whole. and producing a visual business communication 91) How are Gantt charts used in business documents? Answer: Gantt charts are used to track progress toward completing a project. since it is the visual aid designed to illustrate a sequence of events from start to finish. and producing a visual business communication 90) In designing visuals for business reports. selecting. showing changes in one item over time. what tasks are best suited for bar charts? List at least two. indicating the composition of several items over time. switching back and forth from words to visuals can make it difficult for readers to follow your message. and producing a visual business communication 94) Briefly explain the difference between descriptive titles and informative titles for visuals. Answer: Informative titles do more than simply identify the topic of the illustration. and provide an example of each. drawings.93) List two ways that including too many visuals can distract your audience from the main points of your message. Diff: 2 Skill: Concept Objective: 5 AACSB: Communication Abilities Learning Outcome: Summarize the steps involved in planning. (Answers will vary. and producing a visual business communication 34 . and other visual elements. selecting. which also creates additional work for the reader. selecting.) Diff: 2 Skill: Application Objective: 5 AACSB: Communication Abilities Learning Outcome: Summarize the steps involved in planning. Answer: (1) Along with constantly referring to tables. (2) The space occupied by visuals can disrupt the flow of text on the page or screen. and producing a visual business communication 95) What three questions should you ask in verifying the quality of the visuals you include in business messages? Answer: (1) Is the visual accurate? (2) Is the visual properly documented? and (3) Is the visual honest? Diff: 2 Skill: Concept Objective: 5 AACSB: Communication Abilities Learning Outcome: Summarize the steps involved in planning. whereas "Annual Spending Increases Despite Flagging Economy" would be an informative title. selecting. "Annual Spending" would be a descriptive title. Diff: 3 Skill: Synthesis Objective: 1 AACSB: Communication Abilities. or black and white. (4) Emphasis: The most important point should receive the greatest visual emphasis. size. depict items in contrasting colors. selecting. (2) Contrast: Visual distinctions should match verbal ones. so present the key item on the chart in the most prominent way—through color. and prepare other visual elements continues to get both easier and more powerful all the time. selecting. the software needed to create diagrams.96) Define and explain the "visual evolution in business communication. To emphasize similarities. the global reach of the Internet makes it easy to send images almost instantly. (3) Balance: Images that appear to be out of balance can be as unsettling as a building that looks like it's about to tip over. Design and production tasks that used to take days can now be completed in hours or even minutes. and producing a visual business communication 97) Discuss six principles to keep in mind when designing visuals regarding the aesthetic and symbolic aspects of graphic art. but must be done carefully in order to avoid breakdowns in communications. To emphasize differences. (5) Convention: Visual communication is governed by a variety of generally accepted (and deeply ingrained) rules." Answer: Several technological and social factors are contributing to the increasing use—and importance—of visuals in business communication. Diff: 3 Skill: Concept Objective: 1 AACSB: Communication Abilities Learning Outcome: Summarize the steps involved in planning. or informal. using equipment that costs less and requires fewer skills. and producing a visual business communication 35 . or whatever. Digital cameras that can produce high-quality images and video are inexpensive and easy enough for anyone to use. business communicators will continue to reach wider audiences in less time. Balance can be either formal. process photos. Flouting those conventions can be effective. (6) Simplicity: Limit the number of colors and design elements you use. assuming that design elements will be consistent from one page to the next. and take care to avoid chartjunk. such as red and blue. Answer: (1) Consistency: Readers view a series of visuals as a whole. in which elements are not distributed evenly but stronger and weaker elements are arranged in such a way that achieves an overall effect of balance. Whereas creating and working with visual elements used to be the domain of experts. make color difference more subtle. Visually downplay less important items. position. edit video. and more Internet users have high-speed connections that can handle the larger computer files that visuals tend to require. in which the elements in the images are arranged symmetrically around a central point or axis. Use of IT Learning Outcome: Summarize the steps involved in planning. As technologies such as wireless networking continue to advance. digital technology has changed this situation dramatically. selecting. Doing so will alter the video permanently. see whether a chart. Answer: These four tips will help you collect great footage during the production stage: (1) Frame each shot carefully. Framing refers to the decisions you make about what the camera sees and doesn't see when you aim it. (4) Connected: Whenever you want readers to see key connections. (2) Keep the camera still. (4) Don't use the special effects in your camera when filming. see whether there's a way to convey this information visually. he or she sees only what the camera sees. or other illustration can help. use a tripod or other stabilizing arrangement. Remember this: even though the viewer sees everything the camera sees. Diff: 3 Skill: Concept Objective: 3 AACSB: Communication Abilities Learning Outcome: Summarize the steps involved in planning.98) What are the "five Cs" to consider when you're deciding which points to illustrate with visuals? Answer: (1) Clear: The human mind is extremely adept at processing visual information. consider adding the visual in order to make your report or presentation more compelling. and producing a visual business communication 99) Identify and discuss the four elements of the production stage for business videos. In addition to the B-roll shots you planned in preproduction. export "clean" footage to your editing software and add effects in postproduction. often serve to provide the supporting details for your main idea or recommendation. Diff: 3 Skill: Concept Objective: 2 AACSB: Communication Abilities Learning Outcome: Summarize the steps involved in planning. (3) Concise: If a particular section of your message seems to require extensive description or explanation. Shaky video from a handheld camera is uncomfortable to watch. and producing a visual business communication 36 . Instead. (3) Take B-roll footage. selecting. so whenever possible. particularly tables. (5) Compelling: Even if a particular point can be expressed equally well via text or visuals. so if you're having difficultly conveying an idea in words. diagram. keep an eye out for other interesting scenes and images that might enhance the finished video. take a minute to brainstorm some visual possibilities. (2) Complete: Visuals. For example. a blog. Answer: Data visualization refers to a diverse class of display capabilities designed to overcome the drawbacks of conventional charts and graphs. a website. Diff: 3 Skill: Concept Objective: 3 AACSB: Communication Abilities. Another example of data visualization is the "tag cloud." which shows the relative frequency of terms. Use of IT Learning Outcome: Summarize the steps involved in planning. selecting. and producing a visual business communication 37 . "friend wheels" on Facebook offer a visual sense of a user's network by showing which of his or her friends are friends of each other and thereby indicating "clustering" within the network. It is less about clarifying individual data points and more about extracting broad meaning from large masses of data or putting the data in context. survey data. Most types of conventional visuals can show only a limited number of data points. or tags. and can represent numeric data only. Data visualization tools are not limited by these constraints. cannot illustrate complex relationships among those data points. or another collection of text. in an article.100) Explain "data visualization" and give at least one example to support your explanation.