CENEVAL EGEL Plus Ciencias de la Comunicación (EGEL Plus COMUNICA)

An internal communication diagnostic seeks to evaluate how effectively departmental directives reach frontline personnel. Which instrument is most appropriate for measuring message retention and channel preference across large operational shifts?

• AUnstructured ethnographic observation during shift handovers
• BA structured diagnostic survey combined with stratified sampling
• CA focus group conducted solely with executive leadership
• DA content analysis of external press releases issued by the firm

Under W. Timothy Coombs' Situational Crisis Communication Theory (SCCT), which crisis response posture is recommended when an organization faces a preventable crisis with strong crisis responsibility and severe reputational threat?

• ADenial posture aimed at refuting the existence of the crisis
• BDiminish posture emphasizing lack of intent and minimal damage
• CRebuild posture incorporating full apology and compensatory actions
• DBolstering posture reminding stakeholders of prior philanthropic deeds

In stakeholder mapping based on Mendelow's Power-Interest Matrix, how should a corporate communications team manage stakeholders who possess high institutional power but demonstrate low immediate interest in daily operational matters?

• AKeep them satisfied through targeted briefings without overwhelming them with operational…
• BManage them closely with continuous daily interactions and collaborative co-decision work…
• CMonitor them with minimal communication effort and low resource allocation
• DKeep them fully informed through detailed newsletters and public social media updates

Which conceptual distinction accurately differentiates corporate identity from corporate image in organizational communication theory?

• AIdentity is the external visual branding, whereas image represents the internal core valu…
• BIdentity is volatile and changes quarterly, whereas image is immutable across an organiza…
• CIdentity is the aggregate financial valuation of a brand, whereas image is its registered…
• DIdentity represents the organization's self-defined essence and attributes, whereas image…

What is the primary function of horizontal communication within a modern matrixed enterprise?

• AIssuing formal policy reprimands and executive compliance orders to subordinates
• BFacilitating interdepartmental coordination, task integration, and lateral peer collabora…
• CTransmitting grassroots complaints directly to board members bypassing management
• DCommunicating exclusively with external shareholders and government regulatory auditors

Choose the order that turns these Spanish sentences into a coherent paragraph: 1. Por ello, muchas redacciones han creado equipos dedicados a la verificación. 2. La desinformación se difunde en redes sociales más rápido que las correcciones. 3. Estos equipos contrastan datos, imágenes y declaraciones antes de publicarlos. 4. Sin embargo, su trabajo sigue siendo lento frente al volumen de contenidos virales.

• A1, 2, 3, 4
• B2, 1, 3, 4
• C2, 3, 1, 4
• D2, 4, 1, 3

During a cross-border corporate acquisition, two merged entities experience severe operational paralysis caused by contrasting communication norms: one relies on high-context tacit consensus while the other enforces low-context documented mandates. What communicational intervention should leadership deploy?

• AImmediately enforce the acquiring firm's low-context documentation without consultation t…
• BSuppress all internal dialogue about corporate traditions and fire resistant departmental…
• CConduct a cultural communication audit to co-create explicit shared interaction protocols…
• DOutsource all interdepartmental tasks to temporary external contractors to avoid direct e…

Which of James Grunig and Todd Hunt's four models of public relations is characterized by mutual understanding, scientific research, and symmetrical negotiation between an organization and its publics?

• APress agentry / publicity model
• BTwo-way symmetrical model
• CPublic information model
• DTwo-way asymmetrical model

Read the Spanish passage and answer. 'Durante décadas, las radios comunitarias operaron sin permiso en zonas rurales donde ninguna emisora comercial tenía interés en instalarse. Su legalización no solo les dio certeza jurídica; también las obligó a profesionalizar su programación y a rendir cuentas ante sus propias comunidades, que ahora pueden exigirles calidad y pluralidad.' According to the passage, what effect did legalization have on community radio stations?

• ALes permitió competir con las emisoras comerciales por la publicidad en las ciudades.
• BEliminó su carácter comunitario al someterlas al control del gobierno.
• CSolo les dio certeza jurídica, sin cambiar su forma de funcionar.
• DAdemás de darles certeza jurídica, les impuso exigencias de profesionalización y de rendi…

What is the primary function of a 'holding statement' issued by a communications director during the initial sixty minutes of a developing industrial accident?

• ATo attribute legal blame directly to third-party equipment suppliers before police arrive
• BTo release an exhaustive technical investigation report with definitive causal calculatio…
• CTo acknowledge the incident, show human concern, and establish when further verified upda…
• DTo inform news outlets that the company refuses to comment until litigation concludes

Read the Spanish passage and answer. 'Los titulares que ocultan la información para provocar clics aumentan el tráfico a corto plazo. No obstante, diversos estudios de audiencias muestran que los lectores que se sienten engañados reducen su confianza en el medio y regresan con menos frecuencia. Así, lo que parece una ganancia inmediata termina erosionando el principal capital de un periódico: su credibilidad.' What is the main idea of the passage?

• ALos titulares que ocultan información son la mejor estrategia para aumentar el tráfico de…
• BLos titulares engañosos generan tráfico inmediato, pero dañan la credibilidad, que es el…
• CLos lectores prefieren titulares largos que resuman toda la noticia.
• DLos estudios de audiencias no son confiables para medir la credibilidad de un periódico.

Which Spanish sentence uses capital letters correctly?

• AEl Lunes 5 de Octubre, la Secretaría de Salud presentó su informe en la Ciudad de México.
• BEl lunes 5 de octubre, la secretaría de salud presentó su informe en la Ciudad de México.
• CEl lunes 5 de octubre, la Secretaría de Salud presentó su informe en la Ciudad de México.
• DEl lunes 5 de octubre, la Secretaría de Salud presentó su Informe en la ciudad de méxico.

Which Spanish sentence is punctuated correctly?

• ALos periodistas que cubrieron la conferencia, publicaron sus notas antes del mediodía.
• BLos periodistas que cubrieron la conferencia publicaron sus notas antes del mediodía.
• CLos periodistas, que cubrieron la conferencia publicaron sus notas antes del mediodía.
• DLos periodistas que cubrieron, la conferencia publicaron sus notas antes del mediodía.

Which verb correctly completes the Spanish sentence: 'La televisora ______ la ley al transmitir propaganda durante el periodo de veda electoral.'?

• Ainfligió
• Binfirió
• Cinfringió
• Dafligió

When developing an enterprise social media policy for employee advocacy, what communicational principle best balances corporate risk management with genuine worker participation?

• AAsking employees to share only posts written word for word by the communications departme…
• BBanning employees from mentioning their employer under any circumstances on personal netw…
• CProviding clear guidelines on proprietary data, requiring transparent affiliation disclos…
• DRequiring all personal social posts to be pre-approved 48 hours in advance by the legal d…

A company must announce new customer-service hours in an official press release. Which Spanish version uses the appropriate register?

• ALa empresa informa que, a partir del 1 de noviembre, el servicio de atención telefónica a…
• B¡Buenísimas noticias! Desde el 1 de noviembre ya nos pueden llamar hasta las 10 de la noc…
• CSe les avisa que ahora sí vamos a atender más tarde, desde noviembre, por si las dudas.
• DPor medio del presente, y en virtud de lo anteriormente expuesto, se hace de su conocimie…

Which characteristic is essential for an internal corporate whistleblower channel to foster psychological safety and promote ethical compliance?

• ARequiring every report to be signed so that the accused person can respond to the accuser…
• BDirect routing of all complaints to the employee's immediate line supervisor
• CAccepting reports only in person at the human resources office during working hours
• DGuaranteed confidentiality, non-retaliation protections, and independent third-party inta…

In John Elkington's Triple Bottom Line framework, what three dimensions must an organization balance and communicate in its sustainability disclosures?

• AEconomic prosperity, environmental quality, and social equity
• BAdvertising reach, social media engagement, and executive compensation
• CQuarterly earnings, market share, and dividend yields
• DPrint circulations, broadcast ratings, and digital click-through rates

What is the defining premise of Integrated Marketing Communications (IMC) as formulated by Don Schultz and colleagues?

• AReplacing all paid advertising with unverified guerrilla social media stunts
• BUnifying all communication channels, branding messages, and promotional tools into a seam…
• CSeparating public relations and advertising into mutually hostile and competing business…
• DRestricting company communications strictly to business-to-business industry trade journa…

According to Mitchell, Agle, and Wood's Stakeholder Salience Theory, which attribute combination classifies a group as a 'definitive stakeholder' requiring immediate management attention and high communicational priority?

• ASimultaneous possession of power, legitimacy, and urgency
• BPossession of urgency alone without power or legitimacy
• CHigh financial wealth without societal legitimacy or immediate demands
• DGeographic proximity to headquarters regardless of legal interest or influence

Under Article 6 of the Mexican Federal Constitution, what fundamental democratic guarantee is established regarding public information and individual expression?

• AThe right of access to information applies only to journalists registered with the federa…
• BFreedom of expression may be restricted in advance by administrative authorities whenever…
• CFreedom of expression and the right of access to public information held by government bo…
• DAccess to government information is guaranteed only for information older than twelve yea…

What core legal principle does Article 7 of the Mexican Constitution enshrine concerning the freedom of printing and publication?

• AThe freedom to disseminate opinions, information and ideas through any medium is inviolab…
• BThe protection covers only printed publications; radio, television and digital media are…
• CAuthorities may review content before publication when it concerns matters of public inte…
• DRestrictions are prohibited only when imposed directly by law; indirect controls such as…

In journalistic genre theory, how are news genres traditionally classified based on author subjectivity and analytical purpose?

• AInformative (editorial, column) and opinion (news story, report), with no interpretive ge…
• BPrinted, broadcast, and digital, according to the medium of publication
• CHard news, soft news, and breaking news, according to how quickly the story is published
• DInformative (news story, objective report), interpretive (chronicle, investigative featur…

What is the primary editorial rationale for utilizing the 'inverted pyramid' format when composing an informative news dispatch?

• AHiding the most important revelation in the concluding paragraph to build dramatic tension
• BPresenting essential facts (who, what, when, where, why) in the lead, followed by descend…
• CNarrating events strictly in chronological order, from the earliest to the latest
• DOpening with background context and history so readers understand the story before the fa…

A senior government official agrees to speak with an investigative reporter under the condition that the conversation is 'on background' (off the record for attribution). What does this professional convention dictate?

• AThe reporter may quote the official by full name, title, and residential address in the f…
• BThe reporter must destroy their notebook and promise never to write about the topic in an…
• CThe information can be published and quoted, but the source cannot be named directly, req…
• DThe information is strictly for the journalist's private understanding and cannot be publ…

Under Mexico's telecommunications and broadcasting law (the Ley en Materia de Telecomunicaciones y Radiodifusión of July 2025, which replaced the 2014 Ley Federal de Telecomunicaciones y Radiodifusión), what do the 'must carry' and 'must offer' rules require?

• APay-TV satellite and cable operators must retransmit free-to-air broadcast television sig…
• BFree-to-air broadcasters may charge pay-TV operators a negotiated retransmission fee befo…
• CPay-TV operators must carry every channel requested by an independent producer, regardles…
• DBroadcasters must offer their programming catalogs to streaming platforms for on-demand d…

In Mexican media law, what is the core mechanism of the 'Derecho de Réplica' (Right of Reply) when a media outlet publishes inaccurate or distorted information about an individual or legal entity?

• AThe affected party may demand that the outlet remove the original story from its archive…
• BThe affected party must first obtain a court judgment declaring the information false bef…
• CThe outlet must offer the affected party paid advertising space at a preferential rate to…
• DThe affected party has the right to have their factual rectification or response publishe…

When conducting an investigative report on municipal procurement in Mexico, which national digital portal is used to file formal access-to-information requests?

• APlataforma Nacional de Transparencia (PNT), operating under the current national access-t…
• BCompraNet, because its procurement records replace the formal access-request procedure
• CThe requesting municipality's social-media account, because public comments create bindin…
• DThe Diario Oficial de la Federación, because it accepts and adjudicates individual inform…

In broadcast television news production, what is the function of the 'escaleta' (rundown sheet)?

• AThe full word-for-word text that the presenters read from the teleprompter
• BA drawing of each camera shot, frame by frame, used to plan the visual composition of the…
• CA chronological, timed outline detailing every segment, story lead, video roll, live hit,…
• DThe list of the day's story assignments distributed to reporters at the morning editorial…

When formatting a two-column radio drama or news script (guion técnico-literario), how are technical sound directions and vocal performances structurally separated?

• ATechnical cues and dialogue are interleaved in a single column, with cues distinguished o…
• BThe left column contains technical commands (sound effects, music beds, faders, microphon…
• CTechnical cues are kept in a separate cue sheet handed only to the operator, so the scrip…
• DThe left column contains the dialogue and the right column the shot descriptions for the…

What is the primary role of a 'Defensor de las Audiencias' (Audience Ombudsman) in Mexican broadcast television and radio stations?

• ATo approve each news script before broadcast to ensure it meets the station's code of eth…
• BTo impose fines on the station when it breaches audience rights, acting as the sector reg…
• CTo serve as an impartial mediator receiving, evaluating, and addressing audience complain…
• DTo represent the station before the regulator when its concession comes up for renewal

In investigative data journalism, what crucial step must an investigative reporter perform immediately after scraping and merging disparate government expenditure databases?

• ABuild the final interactive visualization so that editors can spot the story at a glance
• BConduct systematic data cleaning, cross-validation against primary physical audits, and s…
• CRequest comment from the officials named in the largest expenditures before examining the…
• DCalculate totals and averages by agency to identify the headline figure

What primary narrative attribute distinguishes the journalistic 'crónica' from a standard hard news dispatch (noticia)?

• AThe crónica presents the author's argued opinion on a current issue in order to persuade…
• BThe crónica is a question-and-answer transcription of a conversation with a single source
• CThe crónica incorporates chronological storytelling, literary descriptive techniques, and…
• DThe crónica orders the facts from most to least important so it can be cut from the bottom

According to the National Press Photographers Association (NPPA) Code of Ethics, which digital editing practice is considered an unacceptable breach of photojournalistic integrity?

• ACloning out or inserting physical objects, people, or background details to make a compos…
• BAdjusting overall exposure to reflect natural ambient light levels accurately
• CStandard cropping to eliminate irrelevant dead space around the main subject
• DConverting a color RAW capture to grayscale for publication in monochrome print

In Shanto Iyengar's framing research, what cognitive effect does predominant 'episodic framing' in television news produce compared to 'thematic framing' when covering issues like poverty or crime?

• AIt encourages viewers to understand complex macroeconomic causes and demands structural g…
• BIt makes audiences more likely to hold the government responsible for failing to solve th…
• CIt has no measurable effect, because viewers' attributions of responsibility depend only…
• DIt leads audiences to attribute responsibility to individual moral failings rather than s…

Under Mexico's telecommunications regime, what legal status and purpose is designated for community and indigenous social-use concessions ('concesiones de uso social comunitario e indígena')?

• AThey are commercial concessions that may sell advertising without limits provided they br…
• BThey are public-use concessions reserved for federal and state government broadcasters
• CThey are non-profit broadcast concessions designed to serve community cultural developmen…
• DThey are temporary permits granted only for the duration of a specific cultural festival…

When a digital newsroom verifies a viral video purportedly showing an active geopolitical skirmish, what foundational verification step must the investigative team perform first?

• APublish the clip with the label 'unverified' so the audience can help judge its authentic…
• BExtract keyframes and perform reverse image searches and metadata analysis to establish t…
• CTreat the video as authentic if several large accounts have already shared it with the sa…
• DAsk the government of the country involved to confirm or deny that the event took place

What is the primary editorial objective when writing a news headline for an informative print or digital story?

• APosing a question that creates curiosity without revealing what happened
• BExpressing the outlet's assessment of the event so readers know how to interpret it
• CSummarizing the central event clearly, accurately, and concisely using strong active verbs
• DReproducing the story's lead paragraph in full so no information is lost

According to media theorist Henry Jenkins, what is the defining characteristic of 'transmedia storytelling'?

• AAdapting the same story from one medium to another, such as turning a novel into a film
• BUnfolding a narrative across multiple media platforms, where each medium makes a distinct…
• CDistributing the same content simultaneously on several platforms to maximize its reach
• DLetting the audience choose among branching plot paths within a single interactive work

A television campaign reaches 60% of its target audience with an average frequency of 3.5 exposures per person reached. How many gross rating points (GRPs) does the campaign deliver?

• A210 GRPs
• B63.5 GRPs
• C17.1 GRPs
• D56.5 GRPs

In digital inbound marketing methodology, what are the four sequential stages through which users are guided to build brand relationships?

• AAttract, Convert, Close, and Delight
• BAttention, Interest, Desire, and Action
• CReach, Act, Convert, and Engage
• DProduct, Price, Place, and Promotion

Which statement best describes Rosser Reeves' concept of the Unique Selling Proposition (USP)?

• AEvery advertisement should build a consistent brand personality through emotional imagery…
• BEach advertisement must make a specific benefit proposition that competitors do not or ca…
• CA brand should seek a distinct place in the prospect's mind relative to competitors, even…
• DAdvertising should deliberately break the conventions of its product category to surprise…

According to Al Ries and Jack Trout, what is 'positioning'?

• AThe physical placement of a product on store shelves to maximize its visibility
• BThe selection of the media outlets and time slots in which an advertisement will appear
• CThe place a brand occupies in the mind of the prospect relative to its competitors
• DThe price level a brand sets in relation to its competitors' prices

How is the Click-Through Rate (CTR) mathematically calculated in digital advertising campaigns?

• ATotal clicks divided by total impressions, multiplied by 100
• BTotal conversions divided by total clicks, multiplied by 100
• CTotal campaign cost divided by total clicks
• DTotal campaign cost divided by total impressions, multiplied by 1,000

In Search Engine Optimization (SEO), which element constitutes an 'off-page' optimization factor rather than an 'on-page' factor?

• AOptimizing the HTML title tag and meta description
• BFormatting content with clear semantic H1 and H2 header tags
• CCompressing JPEG images and adding descriptive alt text
• DAcquiring high-quality, authoritative backlinks from reputable external domain websites

In User Experience (UX) and Information Architecture (IA) design, what is the primary purpose of conducting a 'card sorting' exercise with representative end users?

• ATo measure how quickly users complete a purchase on an existing interface
• BTo track where users' eyes land first on a page layout
• CTo understand how users intuitively categorize concepts, menu items, and content, thereby…
• DTo rank which visual design proposal users find most attractive

In a creative brief (brief creativo), what is the 'consumer insight'?

• AThe single main benefit the advertisement promises the consumer
• BThe evidence or product attribute that makes the promise believable (the 'reason why')
• CA revealing, often unspoken truth about consumers' behavior, motivations or feelings that…
• DThe tone of voice and style in which the brand will speak

Under Mexico's front-of-pack labeling standard NOM-051-SCFI/SSA1-2010 (as modified in 2020), what restriction applies to the label of a prepackaged food that carries one or more warning seals or the sweetener legend?

• AThe product may not be advertised on television at any time of day
• BThe warning seals may be placed on the back of the package if the front is reserved for b…
• CThe label may not include children's characters, cartoons, celebrities, athletes, pets or…
• DThe label must replace the brand logo with a generic description of the product