All Practice Exams

Free Practice Questions for BTS Communication

Exam-style questions and explanations by OpenExamPrep.

✓ No registration✓ No credit card
100+ Questions
100% Free

Loading practice questions...

Exam Review

Key Facts: BTS Communication Exam

Level 5 (Bac+2)

RNCP / EQF national diploma level

France compétences RNCP37198

10/20

Passing overall weighted average

Règlement général du BTS

21

Total examination coefficients across units E1-E6

Arrêté du 19 décembre 2022, annexe IV c

120 ECTS

European credits awarded by the diploma

Arrêté du 19 décembre 2022

2025

First examination session under the current référentiel

Arrêté du 19 décembre 2022, article 5

14 weeks

Compulsory professional internship duration

Référentiel BTS Communication

BTS Communication is a French national level 5 qualification (Bac+2, 120 ECTS) certified by the Ministry of Higher Education and examined by regional académies. Under the arrêté du 19 décembre 2022 (first session 2025), it prepares campaign coordinators, agency account executives, media planners, and corporate communicators across six units totalling 21 coefficients. Candidates need an overall weighted average of at least 10/20 and register without any published state examination fee via Cyclades. OpenExamPrep provides a 100-question English-language MCQ study adaptation covering semiotics, media planning KPIs, graphic production, advertising law, and corporate strategy.

Sample BTS Communication Practice Questions

Try these sample questions to review concepts for the BTS Communication exam. Each question includes a detailed explanation. Start the interactive quiz above for the full 100+ question experience with AI tutoring.

1In Roland Barthes' semiotic theory of image analysis ('Rhétorique de l'image', 1964), what is the function of the linguistic message known as 'anchorage' (ancrage)?
A.It fixes the floating chain of signifieds by guiding the reader to select the intended meaning of a polysemic image
B.It provides complementary information that advances a narrative in tandem with the visual elements
C.It completely contradicts the visual message to create an ironic or subversive rhetorical effect
D.It describes the literal physical placement of typography anchored to the bottom edge of a print layout
Explanation: According to Roland Barthes, visual images are inherently polysemic (having multiple potential meanings). The linguistic text serves an 'anchorage' (ancrage) function when it directs the viewer toward one specific interpretation among the possible connotations, eliminating ambiguity.
2In structural semiotics, how is the distinction between 'denotation' and 'connotation' defined when analyzing an advertising visual?
A.Denotation represents the subjective emotional response, whereas connotation is the objective technical reproduction
B.Denotation is the literal, descriptive level of recognition, while connotation consists of the cultural, symbolic, and ideological meanings associated with it
C.Denotation applies exclusively to verbal copy, whereas connotation applies exclusively to graphic images
D.Denotation refers to the legal trademark elements, while connotation refers to the commercial pricing claims
Explanation: Denotation is the first-order semiotic system: the literal, objective identification of what is represented (e.g., a basket containing tomatoes, pasta, and onions). Connotation is the second-order system: the cultural values, symbolic associations, and mythologies evoked (e.g., freshness, culinary tradition, and 'Italianicity' in the famous Panzani analysis).
3Under Charles Sanders Peirce's triadic model of signs, how is an 'index' (indice) distinguished from an 'icon' (icône) and a 'symbol' (symbole)?
A.An index resembles its object through direct visual similarity or physical mimicry
B.An index is connected to its object solely by an arbitrary, culturally learned social convention
C.An index has a direct physical or causal connection with the object it represents
D.An index is an abstract geometric glyph used exclusively in corporate branding logotypes
Explanation: In Peircean semiotics, an index is a sign physically or causally linked to its referent (e.g., smoke indicating fire, a footprint indicating a walker, or a thermometer indicating fever). An icon signifies through sensory resemblance (e.g., a portrait), while a symbol signifies through arbitrary social convention (e.g., words, alphabetical letters, or red traffic lights).
4A print advertisement for an espresso brand displays an alarm clock whose dial has been replaced by a steaming cup of dark coffee viewed from above. Which visual rhetorical figure is primarily employed?
A.Visual hyperbole, because the coffee cup is magnified to giant proportions
B.Visual oxymoron, because coffee and clocks represent contradictory moral values
C.Visual metonymy, because clocks and coffee are both sold in supermarket retail aisles
D.Visual metaphor, because a cup of coffee is substituted for the clock dial based on shared associative meaning (morning wakefulness)
Explanation: A visual metaphor replaces one element with another from a different semantic domain based on an implicit similarity or conceptual analogy (coffee waking up the consumer just like an alarm clock). In this design, the visual fusion of coffee cup and clock dial creates a direct metaphorical equivalence of morning alertness.
5An advertising campaign for a luxury car features the headline: 'It isn't totally unpleasant to drive.' Which rhetorical figure of speech does this phrasing exemplify?
A.Antithesis
B.Litotes (litote)
C.Anaphora
D.Chiasmus
Explanation: Litotes (litote) is a rhetorical understatement in which an affirmative idea is expressed by negating its contrary ('it isn't totally unpleasant' meaning 'it is exceptionally pleasurable'). It is widely used in high-end advertising to convey refined modesty, irony, and understated prestige.
6A billboard campaign displays a burnt forest alongside the headline: 'Thank you for your warm welcome to nature.' Which rhetorical trope is utilized in the headline?
A.Antiphrasis (antiphrase), using irony to express the exact opposite of what is literally said
B.Pleonasme, repeating redundant words to emphasize the certainty of fire damage
C.Synecdoche, using a specific species of tree to symbolize all plant biology
D.Prosopopoeia, giving human voice directly to non-living timber
Explanation: Antiphrasis (antiphrase) is the rhetorical device of saying the opposite of what one actually means, typically with ironic or sarcastic intent, to shock the receiver into awareness ('Thank you for your warm welcome' when condemning destructive human negligence).
7What core thesis did media theorist Marshall McLuhan advance with his famous maxim 'The medium is the message' (1964)?
A.Audiences remember the verbatim textual content of messages far longer than the channel through which they were delivered
B.The physical printing press was historically irrelevant compared to the theological texts it reproduced
C.The structural characteristics and technological form of a medium influence human perception, society, and cognition more profoundly than the specific content transmitted
D.Advertising messages must always be delivered through high-cost television broadcast to achieve credibility
Explanation: McLuhan argued that the medium itself—the technological form, speed, and sensory scale of the channel—shapes human associations, social structures, and perception far more fundamentally than the individual messages or content carried across it.
8In Roman Jakobson's model of communication (1960), which language function is focused specifically on the 'channel' (contact) to establish, prolong, or verify communication?
A.The referential function
B.The expressive (emotive) function
C.The metalingual function
D.The phatic function
Explanation: The phatic function (fonction phatique) focuses on the physical channel and psychological contact between sender and receiver. It serves to initiate, maintain, check, or terminate transmission (e.g., 'Hello?', 'Are you listening?', or visually, eye-catching visual hooks designed simply to capture gaze).
9What is the foundational principle of the 'Two-Step Flow of Communication' theory formulated by Paul Lazarsfeld and Elihu Katz?
A.Mass media messages reach the general public primarily through the mediation and interpretation of opinion leaders (leaders d'opinion)
B.Consumers systematically demand two consecutive advertising exposures before undertaking any commercial purchase
C.Communication always flows directly and uniformly from the broadcaster into the minds of passive receivers without interpersonal interference
D.Digital algorithms divide audience targeting into two separate algorithmic testing phases before deployment
Explanation: The two-step flow model (Lazarsfeld & Katz, 'Personal Influence', 1955) demonstrated that media messages do not directly and uniformly brainwash isolated individuals. Instead, ideas often flow from mass media to active, well-informed 'opinion leaders' (leaders d'opinion), who subsequently pass on their interpretations to their social networks via interpersonal relations.
10Under the French Loi Évin (Law of 10 January 1991) regulating alcohol advertising, which media channel is strictly prohibited from broadcasting advertisements for alcoholic beverages?
A.Billboards and outdoor display posters (affichage) in designated non-school zones
B.Television broadcasts and cinema film screenings
C.Adult print press publications and specialized gastronomic magazines
D.Corporate web portals dedicated to agricultural winegrowers
Explanation: The Loi Évin (codified in the French Public Health Code, Art. L. 3323-2) prohibits all advertising for alcoholic beverages on television and in cinema screens. Authorized channels are strictly enumerated (print press for adults, radio during specific hours, posters under defined conditions, and certain digital services excluding those targeted at minors).

About the BTS Communication Exam

The BTS Communication is France's two-year national higher education diploma (Bac+2, RNCP level 5, 120 ECTS) preparing professionals for advertising agencies, communication consultancies, media sales houses, and corporate or public communication departments. Regulated under the Arrêté du 19 décembre 2022 and updated by the Arrêté du 8 juillet 2024 (RNCP37198), the curriculum develops expertise across five core areas: semiotics and rhetoric of communication, commercial and advertiser relationships, strategic design and media operations, technical execution across print and digital media, and general economic, legal, and managerial culture (CEJM). This OpenExamPrep bank provides an English-language multiple-choice study adaptation of that national syllabus; it is not an official translation and does not simulate the official written papers or oral portfolio defense sessions.

Exam sponsor: Ministère de l'Enseignement supérieur et de la Recherche (certifier); examination organised by the académies. The requirements and fees below concern the certification or admission exam, separate from our free practice resources.

Assessment

Six compulsory units E1 to E6 totalling 21 coefficients and 120 ECTS, defined by the arrêté du 19 décembre 2022 (first session 2025, RNCP37198): E1 Cultures de la communication (U1, coef 3, written 4 h), E2 Langue vivante étrangère 1 (U2, coef 3 — U21 written 2 h coef 1.5 and U22 oral 20 min coef 1.5), E3 Culture économique, juridique et managériale (U3, coef 3, written 4 h), E4 Contribution à l'élaboration et au pilotage de la stratégie de communication (U4, coef 5, written 4 h), E5 Conception et mise en œuvre de solutions de communication (U5, coef 4, CCF or a 40 min oral), and E6 Accompagnement du développement de solutions média et digitales innovantes (U6, coef 3, CCF or a 3 h written paper). An optional second modern language counts only for marks above 10/20.

Time Limit

About 12 hours of written papers plus scheduled oral defences and practical assessments

Passing Score

10/20 overall weighted average across all units

Exam / Certification Fees

No examination registration fee is published by the académies; registration is made through the national Cyclades portal. Tuition and training costs are separate.

Exam sponsor website

Our practice resources: topics covered

We aim to reflect publicly available exam outlines and topic information in our study resources. Coverage, format, and difficulty may differ from the actual exam, and we cannot guarantee that every detail is accurate or current. Confirm exam requirements, fees, and policies with the official exam sponsor.

20 of 100 questions

Communication Cultures, Semiotics & Legal Regulations

Unit E1: semiotic analysis of images and text (denotation, connotation, anchorage, relay), rhetorical tropes, advertising history, ethics, Loi Évin on alcohol and tobacco, Loi Sapin media transparency rules, RGPD/GDPR consent, and ARPP advertising self-regulation guidelines.

20 of 100 questions

Commercial Relations & Advertiser Management

Unit E5: interpreting and responding to advertiser briefs (cahier des charges), competitive pitch procedures (appels d'offres / compétitions), remuneration structures (retainers, commissions, performance-based success fees), fee negotiations, and client loyalty management.

25 of 100 questions

Communication Strategy, Media Planning & Digital Campaigns

Unit E4: diagnostic tools (SWOT, positioning, targets: coeur de cible vs. cible secondaire), communication objectives (notoriété, image, action), media selection criteria, media planning metrics (GRP, CPM, reach, frequency, affinity), digital acquisition (SEO, SEA, social ads), and PR.

20 of 100 questions

Communication Production, Graphic Chain & Technical Tracking

Unit E6: the print production chain (PAO, offset, rotogravure, digital printing, paper weight and finishes, imposition, CMYK vs. Pantone), digital file standards (vector vs. raster, DPI), audiovisual production pipeline, copyright (droit d'auteur, patrimonial and moral rights), and image privacy (droit à l'image).

15 of 100 questions

Economic, Legal & Managerial Culture (CEJM)

Unit E3: contractual validity, contractual and extracontractual civil liability, competitive market structures, business strategy (differentiation, cost leadership, focus), labor law (contract types, termination), CSR/RSE, and digital organizational adaptation.

Preparing for the BTS Communication Exam

What You Need to Know

  • Passing score: 10/20 overall weighted average across all units
  • Assessment: Six compulsory units E1 to E6 totalling 21 coefficients and 120 ECTS, defined by the arrêté du 19 décembre 2022 (first session 2025, RNCP37198): E1 Cultures de la communication (U1, coef 3, written 4 h), E2 Langue vivante étrangère 1 (U2, coef 3 — U21 written 2 h coef 1.5 and U22 oral 20 min coef 1.5), E3 Culture économique, juridique et managériale (U3, coef 3, written 4 h), E4 Contribution à l'élaboration et au pilotage de la stratégie de communication (U4, coef 5, written 4 h), E5 Conception et mise en œuvre de solutions de communication (U5, coef 4, CCF or a 40 min oral), and E6 Accompagnement du développement de solutions média et digitales innovantes (U6, coef 3, CCF or a 3 h written paper). An optional second modern language counts only for marks above 10/20.
  • Time limit: About 12 hours of written papers plus scheduled oral defences and practical assessments
  • Exam / certification fees: No examination registration fee is published by the académies; registration is made through the national Cyclades portal. Tuition and training costs are separate. Official sources

Using Our Practice Resources

  • Work through all 100 available questions
  • Review every answer and explanation
  • Track weak areas and revisit them
  • Use our AI tutor for tough concepts

BTS Communication: Suggested Study Strategy

1Master the distinction between communication objectives: Cognitive (notoriété - make known), Affective (image/attitude - make liked), and Conative (comportement/action - make act).
2Memorize key media planning formulas: GRP = Reach (%) × Average Frequency; CPM = (Ad Cost / Gross Impressions) × 1,000; CPRP = Cost per GRP point = Budget / GRP.
3Understand the legal mechanisms of the Loi Sapin (1991/1993): the agency acts strictly as an agent (mandataire) in the name and on behalf of the advertiser (annonceur), and media invoices must be sent directly to the advertiser.
4Review Roland Barthes' semiotic terminology: linguistic message (anchorage vs. relay), denoted image (literal/perceptual code), and connoted image (cultural/symbolic codes).
5Familiarize yourself with graphic production terminology: CMYK process vs. Pantone spot inks, bleed (fond perdu), crop marks (traits de coupe), resolution (300 DPI for print, 72 PPI for web), and paper weight (grammage in g/m²).
6Review CEJM core strategic frameworks: Porter's generic strategies, SWOT matrix, PESTEL analysis, corporate social responsibility (RSE), and standard contract formation requirements under the French Civil Code.

Frequently Asked Questions

What is the BTS Communication qualification in France?

The Brevet de Technicien Supérieur (BTS) Communication is a French national higher education diploma at level 5 of the RNCP and European Qualifications Framework (Bac+2, 120 ECTS). Certified by the Ministry of Higher Education and examined by regional académies, it trains students to design, implement, and evaluate communication operations across commercial, institutional, and digital spheres.

How is the BTS Communication examination structured?

Under the arrêté du 19 décembre 2022 (RNCP37198, first session 2025), the examination consists of six compulsory units totalling 21 coefficients: E1 Cultures de la communication (written, 4 h, coef 3), E2 Langue vivante étrangère 1 (coef 3: a 2 h written sub-unit coef 1.5 and a 20 min oral sub-unit coef 1.5), E3 Culture économique, juridique et managériale (written, 4 h, coef 3), E4 Contribution à l'élaboration et au pilotage de la stratégie de communication (written, 4 h, coef 5), E5 Conception et mise en œuvre de solutions de communication (CCF or a 40 min oral, coef 4), and E6 Accompagnement du développement de solutions média et digitales innovantes (CCF or a 3 h written paper, coef 3). An optional second modern language allows points above 10/20 to be added to the overall average.

What is the passing score for BTS Communication?

Candidates must achieve an overall weighted average of at least 10/20 across all compulsory units. There is no eliminating mark on individual papers. Candidates who score between 8/20 and 9.9/20 and meet regulatory conditions may be admitted to oral makeup examinations (épreuves de contrôle) in July. Validated units (10/20 or higher) may be retained for five consecutive years.

How much does it cost to register for the BTS Communication examination?

No examination registration fee is published by the académies; candidates register personally via the French national Cyclades portal, usually between October and November of the examination school year. Tuition, prep courses, and training centre fees depend entirely on the candidate's chosen training track (public lycée, CFA apprenticeship, or private institution).

In what language is the official BTS Communication examination administered?

The official national examination is delivered exclusively in French (with unit E2 testing a foreign language such as English). OpenExamPrep provides an English-language multiple-choice adaptation designed to help English speakers and bilingual communication students master the technical concepts, calculations, and legal frameworks of the French curriculum.

What practical training or internship is required for the BTS Communication?

For students in the initial school track, the curriculum requires a minimum of 14 weeks of internships (stages en milieu professionnel) divided over the two-year program, typically completed within agencies, media companies, or corporate communication departments. Apprentices fulfill this requirement through their apprenticeship employment contract.

What key laws and regulations are tested on the BTS Communication?

Candidates are tested on major French communication regulations: the Loi Évin of 10 January 1991 (strict limits on alcohol and tobacco advertising), the Loi Sapin of 29 January 1993 (transparency in media buying and prohibition of agency margin arbitrage without principal mandate), the RGPD/GDPR (data protection and marketing consent), copyright (Code de la propriété intellectuelle), image rights (Article 9 of the Code civil), and ARPP ethical recommendations.

What calculations and quantitative KPIs are expected on the exam?

Candidates must master key media planning formulas: GRP (Gross Rating Point = Reach % × Average Frequency), CPM (Cost Per Thousand = [Budget / Total Impressions] × 1,000), CPC (Cost Per Click), CTR (Click-Through Rate = [Clicks / Impressions] × 100), Cost Per Rating Point (CPRP), affinity indices, and print production cost calculations (paper consumption, pagination, and printing unit costs).