Deck 16: Integrated Marketing Communications and International Advertising

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Question
Sales promotions constitute the major portion of the promotional effort in rural and less accessible parts of a market.
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Question
Feedback channels must be carefully selected if an encoded message is to reach the consumer.
Question
Errors at the receiver end of the international communications process can be avoided if the message is encoded properly.
Question
Sales promotions are marketing activities that stimulate consumer purchases and improve retailer or middlemen effectiveness and cooperation.
Question
The role of public relations is to create good relationships with the popular press and other media to help companies communicate messages to their publics-customers, the general public, and governmental regulators.
Question
When a message from a source is converted into effective symbolism for transmission to a receiver, the message is said to have been decoded.
Question
For most companies, trade shows and direct selling are the major components in the marketing communications mix.
Question
Different cultures often seek the same value or benefits from the primary function of a product.
Question
Sales promotions are long-term IMC efforts directed to the consumer or retailer.
Question
Competitive advertising is a source of noise in the international communications process.
Question
Of all the elements of the marketing mix, decisions involving advertising are those most often affected by cultural differences among country markets.
Question
When a marketing executive advertises his product in a newspaper, the newspaper acts as a feedback channel.
Question
A reason for the failure of marketing communications is that the message received by the intended audience is not understood because of different cultural interpretations.
Question
In the context of advertising, a marketer's self-reference criterion (SRC) affects the ultimate success of the communication.
Question
Uncontrollable and unpredictable influences such as competitive activities and confusion that detract from the process of communication are called feedback.
Question
A proper encoding system allows a company to correct errors before substantial damage occurs.
Question
Problems of literacy, media availability, and types of media create problems in the international communications process at the encoding step.
Question
The feedback step of the international communications process is important as a check on the effectiveness of the other steps.
Question
Contests, sweepstakes, and sponsorship of special events such as concerts are techniques used for maintaining and improving public relations.
Question
While developing an international advertisement campaign, the last step of the process is evaluating the campaign relative to the goals specified.
Question
International advertisers use foreign national consumer magazines extensively because they have dependable circulation figures.
Question
Due to their inherent entertainment value, satellite TV and the Internet have become major communications media in almost all nations.
Question
All of the following are specific objectives of sales promotion EXCEPT:

A) immediate purchase.
B) consumer introduction to the store.
C) gaining retail point-of-purchase displays.
D) building brand loyalty.
E) encouraging stores to stock the product.
Question
With some exceptions, usually a majority of the population of less developed countries can be reached readily through the traditional mass medium of advertising.
Question
An especially effective promotional tool when a product concept is new or has a very small market share is _____.

A) sponsorship
B) sweepstakes
C) product sampling
D) contests
E) product tie-ins
Question
Integrated marketing communications are composed of all of the following EXCEPT:

A) advertising.
B) sales promotions.
C) trade shows.
D) public relations.
E) political rallying.
Question
Which of the following statements is true of sales promotions?

A) They are marketing activities that stimulate consumer purchases and improve retailer or middlemen effectiveness and cooperation.
B)
C) They are long-term efforts directed to a manufacturer or supplier.
D) They primarily involve activities that encourage the press to cover positive stories about companies.
E) They are ineffective in markets where consumers are hard to reach.
F) They are the only element of the marketing mix that are affected by cultural differences among country markets.
Question
Sales promotions are short-term efforts directed to the consumer or retailer to achieve specific objectives such as:

A) consumer product trial or immediate purchase.
B) reducing promotional expenses.
C) discouraging stores to stock a product.
D) eliminating the need for retail point-of-purchase displays.
E) long-term performance of a product.
Question
In-store demonstrations, samples, coupons, contests, and sweepstakes are examples of _____ devices.

A) personal selling
B) sales promotions
C) content marketing
D) direct selling
E) public relations
Question
In the context of international advertising, search engines have now become crucial directors of Internet users' attention.
Question
In the context of international advertising, advertisers prefer global television (satellite broadcasts) due to the availability of accurate market data in most countries.
Question
Television is an advertising medium with no restrictions in most countries.
Question
In the context of international advertising, an advertiser should ideally exclude availability, cost, and coverage of media.
Question
_____ are the major components in the marketing communications mix for most companies.

A) Public relations and advertising
B) Direct selling and trade shows
C) Advertising and personal selling
D) Public relations and sales promotions
E) Direct selling and sales promotions
Question
Industrial advertisers rarely use direct mail for advertising.
Question
Which of the following elements of integrated marketing communications is related to encouraging the press to cover positive stories about companies and managing unfavorable rumors, stories, and events?

A) Public relations
B) Direct selling
C) Trade shows
D) Personal selling
E) Sales promotion
Question
In the context of integrated marketing communications, which of the following best defines public relations?

A) It is the usage of funds collected from the common public for manufacturing a product in the inaccessible regions of a market.
B) It is the direct sale of goods at discount rates to the public at trade fairs.
C) It the creation of good relationships with popular press to help communicate messages to their customers, the general public, and governmental regulators.
D) It is the distribution of samples and coupons directly to the public in the inaccessible regions of a market.
E) It is the sale of goods to the public based on their credit ratings.
Question
_____ might be classified as an aspect of sales promotions or public relations, though their connections to advertising are also manifest.

A) Corporate entrepreneurship
B) Corporate sustainability
C) Corporate governance
D) Corporate espionage
E) Corporate sponsorship
Question
One of the drawbacks of satellites is also their strength, that is, their ability to span a wide geographical region covering many different cultures.
Question
Most toy manufacturers would agree that toys cannot be marketed profitably in countries without commercial television advertising directed toward children. In this scenario, commercial television advertising exemplifies the availability of appropriate _____.

A) demonstrations
B) personal selling services
C) direct mailing services
D) financial aid
E) communication channels
Question
Due to differences in culture in different markets, standardized products that are marketed globally will most likely require:

A) a different advertising appeal.
B) a different primary function.
C) consistent promotional messages.
D) a standardized marketing strategy.
E) standardized secondary attributes.
Question
Which of the following elements of the international communications process comprises of external influences such as competitive advertising, other sales personnel, and confusion at the receiving end that can detract from the ultimate effectiveness of the communication?

A) Selecting a message source
B) Encoding
C) Selecting a message channel
D) Decoding
E) Noise
Question
While developing an international advertisement campaign, which of the following is the first step of the process?

A) Compose and secure a budget based on what is required to meet goals.
B) Specify the goals of the communication.
C) Select effective media.
D) Execute the campaign.
E) Perform marketing research.
Question
In the international communications process, during _____, the message from the source is converted into effective symbolism for transmission to a receiver.

A) interpretation
B) scrambling
C) standardizing
D) decoding
E) encoding
Question
In the communications process in advertising, during the _____ stage, a consumer takes certain actions to respond to a decoded message.

A) feedback
B) receiver
C) message channel selection
D) encoding
E) source identification
Question
In the international communications process, the sales force of a company that conveys the encoded content to the intended receiver acts as a(n) _____.

A) decoder
B) interpreter
C) receiver
D) message channel
E) noise
Question
Of all the elements of the marketing mix, decisions involving _____ are those most often affected by cultural differences among country markets.

A) direct selling
B) public relations
C) trade shows
D) advertising
E) sales promotion
Question
Of the seven steps involved in international advertising, _____ almost always represents the most daunting task for international marketing managers.

A) developing messages
B) selecting effective media
C) executing the campaign
D) composing and securing a budget
E) specifying the goals of the communication
Question
Cremics, a multinational drug manufacturing company, used a saffron trident in a promotional campaign for one of its drugs in India. The saffron trident, a religious symbol in India, was meant to indicate the three levels of efficacy of the drug but mistakenly conveyed a religious message to Indians. This miscommunication indicates a problem associated with which of the following steps of an international communications process?

A) Encoding
B) Noise cancellation
C) Media channel selection
D) Message transmission
E) Information source selection
Question
Of all the elements of the marketing mix, decisions involving which of the following is most often affected by cultural differences among country markets?

A) Price of the product
B) Benefits offered by the product
C) Services offered along with the product
D) The place of offering the product
E) Advertisement of the product
Question
In the context of international advertising, it has been observed that advertising expenditures are generally _____.

A) linear
B) supplemental
C) mutually reinforcing
D) cyclical
E) constrained
Question
Which of the following is the last step in an international advertising campaign?

A) Developing the most effective message(s) for the market segments selected
B) Specifying the goals of the communication
C) Selecting effective media
D) Executing the campaign
E) Evaluating the campaign relative to the goals specified
Question
In the context of the communications process in advertising, problems of literacy, media availability, and types of media create challenges in the communications process at the _____ step.

A) feedback
B) decoding
C) amplification
D) encoding
E) message selection
Question
Which of the following is an example of the primary function of a product?

A) The ability of a camera to take a picture
B) The design and form factor of a phone
C) The color of a laptop
D) The prestige associated with driving a car
E) The shape of speakers
Question
Janet works for a media agency based in Japan. Janet is helping the integrated marketing communications (IMC) manager of Siljure, a French cosmetics company, with the design and content to be used in an upcoming promotional campaign in Japan. The IMC manager knows what to convey but wants to advertise it in a culturally relevant manner. Which step of the international communications process is Janet helping Siljure with?

A) Encoding of the message
B) Choosing an appropriate channel for the message
C) Decoding of the message
D) Providing feedback from customers
E) Reducing noise from competing ad campaigns
Question
In the international communications process, _____ is defined as the interpretation by the receiver of the symbolism transmitted from an information source.

A) encoding
B) message selection
C) decoding
D) message channel selection
E) feedback evaluation
Question
Using newspapers or magazine ads as a channel of communication when the majority of the intended users are illiterate is an example of ineffective _____ in the communications process.

A) feedback
B) media channel selection
C) noise
D) market selection
E) message selection
Question
During which step of the international communications process does the receiver of the message interpret symbolism transmitted from an information source?

A) Selecting a message
B) Encoding
C) Selecting a message channel
D) Decoding
E) Identifying the sources of noise
Question
In the international communications process, an international marketing executive with a product message to communicate specifically acts as a(n) _____.

A) decoder
B) information source
C) receiver
D) encoder
E) noise source
Question
The emergence of pan-European communications media will most likely cause companies to:

A) opt for localized promotional campaigns.
B) opt for greater customization of promotional efforts.
C) promote their products only in English.
D) use only the Internet as their message channel.
E) choose more standardized promotional efforts.
Question
Which of the following is especially vulnerable as EU member states decide which area of regulation should apply to these services?

A) Newspaper advertising
B) Radio advertising
C) Outdoor services
D) Personal selling
E) Internet services
Question
The only way to avoid linguistic problems in advertising communication is by:

A) creating an entirely new advertisement for the new market.
B) using only English in all media promotions.
C) developing a new version of the product for the new market.
D) in-country testing with the target consumer group.
E) using facial expressions and physical gestures in the advertisement.
Question
Companies that rely on television infomercials and television shopping are restricted by the limitations placed on the _____ of television commercials permitted when their programs are classified as advertisements.

A) length and number
B) religious content
C) subliminal messaging
D) superlative description
E) ethnic derision
Question
The _____ step in the international communications process refers to the information about the effectiveness of the message that flows from the receiver (the intended target) back to the information source for evaluation of the effectiveness of the process.

A) message channel selection
B) interpretation
C) encoding
D) decoding
E) feedback
Question
Which of the following steps of the international communications process is important as a check on the effectiveness of the other steps?

A) Selecting a proper message
B) Encoding the message
C) Selecting an appropriate channel of communication
D) Decoding the message
E) Feedback
Question
Which of the following is an example of comparative advertising?

A) An ad using a scantily clad model to promote a soft drink
B) An ad showing a celebrity smoking his preferred brand of cigarettes
C) An ad showing a dog choosing one brand of dog food over another
D) An ad showing the superiority of synthetic materials used in its products as compared to cotton
E) An ad using shocking or taboo material to promote a product
Question
_____ suffer(s) from issues such as difficulty in assessing taxes, unfair competition, import duties, and privacy.

A) The radio
B) Direct mail
C) Magazines
D) Newspapers
E) The Internet
Question
Which of the following statements about advertising laws around the world is correct?

A) Advertising of pharmaceuticals is unrestricted in most countries.
B) Toy, tobacco, and liquor advertising is restricted in numerous countries.
C) Advertising on television is unregulated in most countries.
D) The Internet is the only medium where no restrictions exist in any country.
E) Television ads are exempted from tax in all countries.
Question
Direct mail is an unpopular medium in Chile because:

A) the literacy level in Chile is extremely low.
B) the letter carrier must collect additional postage for every item delivered.
C) it uses paper; hence, it is considered as a threat to the environment.
D) its reach is extremely limited.
E) it is subject to complicated government regulations.
Question
With respect to advertising, _____ is especially important when a budget is small or where there are severe production limitations.

A) class distinction
B) politicization
C) inventory analysis
D) creativity
E) following a formula
Question
In the context of consumer products, which of the following is the major limitation of the Internet?

A) Knowledge of how to use the Internet
B) Coverage of the Internet
C) Government regulations on the use of the Internet
D) Difficulty in tracking the effectiveness of advertisements on the Internet
E) Cost of using the Internet
Question
_____ allows ESPN to fill visual real estate-blank walls, streets, stadium sidings-with computer-generated visuals that look like they belong in the scene.

A) Self-extracting archive
B) Princeton Video Imaging
C) High Definition Television
D) HighMAT (High Performance Media Access Technologies)
E) Conditional Access System
Question
Certain advertising media are forbidden by government edict to accept some advertising materials. Such restrictions are most prevalent in:

A) the Internet forums.
B) personal selling initiatives.
C) radio and television broadcasting.
D) trade shows and exhibitions.
E) direct selling and sales promotions.
Question
Which of the following countries has the most egregious control over advertising, where each medium has its own censorship board that passes judgment on any advertising even before it is submitted for approval by the Ministry of Information.

A) Germany
B) France
C) Myanmar
D) Australia
E) Argentina
Question
_____ in countries can distort media choice by changing the cost ratios of various media.

A) Advertising taxation
B) Language
C) Power distance
D) Cultural traits
E) Dialect
Question
In the context of the communication process in advertising, using the Internet as a medium when only a small percentage of an intended market has access to it is an example of an error related to:

A) feedback.
B) decoding.
C) message channel selection.
D) encoding.
E) message selection.
Question
Meta Garbon, a manufacturer of sports bicycles, in a bid to tap the enormous market for bicycles in China promote their cycles as premium sporting and leisure bicycles. They use various cycling legends and sports celebrities as brand ambassadors and use television, radio, and newspapers as media. Bicycles in China are used mainly by the working class for commutation, and the main users of bicycles did not relate to Meta Garbon's products, and the promotional campaign was a failure. During which of the following steps of the international communications process did Meta Garbon most likely go wrong?

A) Information source selection
B) Selection of message channel
C) Encoding
D) Decoding
E) Noise cancellation
Question
Which of the following is true of the newspaper industry around the world?

A) In many countries, newspapers hardly have any trouble achieving complete market coverage.
B) Most U.S. cities have just one or two major daily newspapers.
C) In many countries, advertisements can be run in a newspaper without any time lag.
D) Since there is an indication that the space for advertising is paid for, it is easy to tell exactly how much advertising appears in a given newspaper.
E) Japan has more than 15 national daily newspapers, but the circulation numbers are the lowest.
Question
_____ are considered to be major communications media in most countries due to their inherent entertainment value.

A) Newspapers and magazines
B) Radio and television
C) Newspapers and billboards
D) Billboards and television
E) Radio and newspapers
Question
One of the drawbacks of satellites, which is also their strength, is:

A) the cost of creating a high quality ad for satellite television.
B) the limited market penetration of satellite television.
C) the number of intermediaries required for satellite service transmission.
D) the government regulations placed on satellite advertising.
E) their ability to span a wide geographical region.
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Deck 16: Integrated Marketing Communications and International Advertising
1
Sales promotions constitute the major portion of the promotional effort in rural and less accessible parts of a market.
True
Explanation: In markets in which the consumer is hard to reach because of media limitations, the percentage of the promotional budget allocated to sales promotions may have to be increased. In some less developed countries, sales promotions constitute the major portion of the promotional effort in rural and less accessible parts of the market.
2
Feedback channels must be carefully selected if an encoded message is to reach the consumer.
False
Explanation: Message channels must be carefully selected if an encoded message is to reach the consumer.
3
Errors at the receiver end of the international communications process can be avoided if the message is encoded properly.
True
Explanation: Errors at the receiver end of the process generally result from a combination of factors: an improper message resulting from incorrect knowledge of use patterns, poor encoding producing a meaningless message, poor media selection that does not get the message to the receiver, or inaccurate decoding by the receiver so that the message is garbled or incorrect.
4
Sales promotions are marketing activities that stimulate consumer purchases and improve retailer or middlemen effectiveness and cooperation.
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5
The role of public relations is to create good relationships with the popular press and other media to help companies communicate messages to their publics-customers, the general public, and governmental regulators.
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6
When a message from a source is converted into effective symbolism for transmission to a receiver, the message is said to have been decoded.
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7
For most companies, trade shows and direct selling are the major components in the marketing communications mix.
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8
Different cultures often seek the same value or benefits from the primary function of a product.
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9
Sales promotions are long-term IMC efforts directed to the consumer or retailer.
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10
Competitive advertising is a source of noise in the international communications process.
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11
Of all the elements of the marketing mix, decisions involving advertising are those most often affected by cultural differences among country markets.
Unlock Deck
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k this deck
12
When a marketing executive advertises his product in a newspaper, the newspaper acts as a feedback channel.
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13
A reason for the failure of marketing communications is that the message received by the intended audience is not understood because of different cultural interpretations.
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14
In the context of advertising, a marketer's self-reference criterion (SRC) affects the ultimate success of the communication.
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15
Uncontrollable and unpredictable influences such as competitive activities and confusion that detract from the process of communication are called feedback.
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16
A proper encoding system allows a company to correct errors before substantial damage occurs.
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17
Problems of literacy, media availability, and types of media create problems in the international communications process at the encoding step.
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k this deck
18
The feedback step of the international communications process is important as a check on the effectiveness of the other steps.
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19
Contests, sweepstakes, and sponsorship of special events such as concerts are techniques used for maintaining and improving public relations.
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20
While developing an international advertisement campaign, the last step of the process is evaluating the campaign relative to the goals specified.
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21
International advertisers use foreign national consumer magazines extensively because they have dependable circulation figures.
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k this deck
22
Due to their inherent entertainment value, satellite TV and the Internet have become major communications media in almost all nations.
Unlock Deck
Unlock for access to all 99 flashcards in this deck.
Unlock Deck
k this deck
23
All of the following are specific objectives of sales promotion EXCEPT:

A) immediate purchase.
B) consumer introduction to the store.
C) gaining retail point-of-purchase displays.
D) building brand loyalty.
E) encouraging stores to stock the product.
Unlock Deck
Unlock for access to all 99 flashcards in this deck.
Unlock Deck
k this deck
24
With some exceptions, usually a majority of the population of less developed countries can be reached readily through the traditional mass medium of advertising.
Unlock Deck
Unlock for access to all 99 flashcards in this deck.
Unlock Deck
k this deck
25
An especially effective promotional tool when a product concept is new or has a very small market share is _____.

A) sponsorship
B) sweepstakes
C) product sampling
D) contests
E) product tie-ins
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Unlock for access to all 99 flashcards in this deck.
Unlock Deck
k this deck
26
Integrated marketing communications are composed of all of the following EXCEPT:

A) advertising.
B) sales promotions.
C) trade shows.
D) public relations.
E) political rallying.
Unlock Deck
Unlock for access to all 99 flashcards in this deck.
Unlock Deck
k this deck
27
Which of the following statements is true of sales promotions?

A) They are marketing activities that stimulate consumer purchases and improve retailer or middlemen effectiveness and cooperation.
B)
C) They are long-term efforts directed to a manufacturer or supplier.
D) They primarily involve activities that encourage the press to cover positive stories about companies.
E) They are ineffective in markets where consumers are hard to reach.
F) They are the only element of the marketing mix that are affected by cultural differences among country markets.
Unlock Deck
Unlock for access to all 99 flashcards in this deck.
Unlock Deck
k this deck
28
Sales promotions are short-term efforts directed to the consumer or retailer to achieve specific objectives such as:

A) consumer product trial or immediate purchase.
B) reducing promotional expenses.
C) discouraging stores to stock a product.
D) eliminating the need for retail point-of-purchase displays.
E) long-term performance of a product.
Unlock Deck
Unlock for access to all 99 flashcards in this deck.
Unlock Deck
k this deck
29
In-store demonstrations, samples, coupons, contests, and sweepstakes are examples of _____ devices.

A) personal selling
B) sales promotions
C) content marketing
D) direct selling
E) public relations
Unlock Deck
Unlock for access to all 99 flashcards in this deck.
Unlock Deck
k this deck
30
In the context of international advertising, search engines have now become crucial directors of Internet users' attention.
Unlock Deck
Unlock for access to all 99 flashcards in this deck.
Unlock Deck
k this deck
31
In the context of international advertising, advertisers prefer global television (satellite broadcasts) due to the availability of accurate market data in most countries.
Unlock Deck
Unlock for access to all 99 flashcards in this deck.
Unlock Deck
k this deck
32
Television is an advertising medium with no restrictions in most countries.
Unlock Deck
Unlock for access to all 99 flashcards in this deck.
Unlock Deck
k this deck
33
In the context of international advertising, an advertiser should ideally exclude availability, cost, and coverage of media.
Unlock Deck
Unlock for access to all 99 flashcards in this deck.
Unlock Deck
k this deck
34
_____ are the major components in the marketing communications mix for most companies.

A) Public relations and advertising
B) Direct selling and trade shows
C) Advertising and personal selling
D) Public relations and sales promotions
E) Direct selling and sales promotions
Unlock Deck
Unlock for access to all 99 flashcards in this deck.
Unlock Deck
k this deck
35
Industrial advertisers rarely use direct mail for advertising.
Unlock Deck
Unlock for access to all 99 flashcards in this deck.
Unlock Deck
k this deck
36
Which of the following elements of integrated marketing communications is related to encouraging the press to cover positive stories about companies and managing unfavorable rumors, stories, and events?

A) Public relations
B) Direct selling
C) Trade shows
D) Personal selling
E) Sales promotion
Unlock Deck
Unlock for access to all 99 flashcards in this deck.
Unlock Deck
k this deck
37
In the context of integrated marketing communications, which of the following best defines public relations?

A) It is the usage of funds collected from the common public for manufacturing a product in the inaccessible regions of a market.
B) It is the direct sale of goods at discount rates to the public at trade fairs.
C) It the creation of good relationships with popular press to help communicate messages to their customers, the general public, and governmental regulators.
D) It is the distribution of samples and coupons directly to the public in the inaccessible regions of a market.
E) It is the sale of goods to the public based on their credit ratings.
Unlock Deck
Unlock for access to all 99 flashcards in this deck.
Unlock Deck
k this deck
38
_____ might be classified as an aspect of sales promotions or public relations, though their connections to advertising are also manifest.

A) Corporate entrepreneurship
B) Corporate sustainability
C) Corporate governance
D) Corporate espionage
E) Corporate sponsorship
Unlock Deck
Unlock for access to all 99 flashcards in this deck.
Unlock Deck
k this deck
39
One of the drawbacks of satellites is also their strength, that is, their ability to span a wide geographical region covering many different cultures.
Unlock Deck
Unlock for access to all 99 flashcards in this deck.
Unlock Deck
k this deck
40
Most toy manufacturers would agree that toys cannot be marketed profitably in countries without commercial television advertising directed toward children. In this scenario, commercial television advertising exemplifies the availability of appropriate _____.

A) demonstrations
B) personal selling services
C) direct mailing services
D) financial aid
E) communication channels
Unlock Deck
Unlock for access to all 99 flashcards in this deck.
Unlock Deck
k this deck
41
Due to differences in culture in different markets, standardized products that are marketed globally will most likely require:

A) a different advertising appeal.
B) a different primary function.
C) consistent promotional messages.
D) a standardized marketing strategy.
E) standardized secondary attributes.
Unlock Deck
Unlock for access to all 99 flashcards in this deck.
Unlock Deck
k this deck
42
Which of the following elements of the international communications process comprises of external influences such as competitive advertising, other sales personnel, and confusion at the receiving end that can detract from the ultimate effectiveness of the communication?

A) Selecting a message source
B) Encoding
C) Selecting a message channel
D) Decoding
E) Noise
Unlock Deck
Unlock for access to all 99 flashcards in this deck.
Unlock Deck
k this deck
43
While developing an international advertisement campaign, which of the following is the first step of the process?

A) Compose and secure a budget based on what is required to meet goals.
B) Specify the goals of the communication.
C) Select effective media.
D) Execute the campaign.
E) Perform marketing research.
Unlock Deck
Unlock for access to all 99 flashcards in this deck.
Unlock Deck
k this deck
44
In the international communications process, during _____, the message from the source is converted into effective symbolism for transmission to a receiver.

A) interpretation
B) scrambling
C) standardizing
D) decoding
E) encoding
Unlock Deck
Unlock for access to all 99 flashcards in this deck.
Unlock Deck
k this deck
45
In the communications process in advertising, during the _____ stage, a consumer takes certain actions to respond to a decoded message.

A) feedback
B) receiver
C) message channel selection
D) encoding
E) source identification
Unlock Deck
Unlock for access to all 99 flashcards in this deck.
Unlock Deck
k this deck
46
In the international communications process, the sales force of a company that conveys the encoded content to the intended receiver acts as a(n) _____.

A) decoder
B) interpreter
C) receiver
D) message channel
E) noise
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47
Of all the elements of the marketing mix, decisions involving _____ are those most often affected by cultural differences among country markets.

A) direct selling
B) public relations
C) trade shows
D) advertising
E) sales promotion
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48
Of the seven steps involved in international advertising, _____ almost always represents the most daunting task for international marketing managers.

A) developing messages
B) selecting effective media
C) executing the campaign
D) composing and securing a budget
E) specifying the goals of the communication
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49
Cremics, a multinational drug manufacturing company, used a saffron trident in a promotional campaign for one of its drugs in India. The saffron trident, a religious symbol in India, was meant to indicate the three levels of efficacy of the drug but mistakenly conveyed a religious message to Indians. This miscommunication indicates a problem associated with which of the following steps of an international communications process?

A) Encoding
B) Noise cancellation
C) Media channel selection
D) Message transmission
E) Information source selection
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50
Of all the elements of the marketing mix, decisions involving which of the following is most often affected by cultural differences among country markets?

A) Price of the product
B) Benefits offered by the product
C) Services offered along with the product
D) The place of offering the product
E) Advertisement of the product
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51
In the context of international advertising, it has been observed that advertising expenditures are generally _____.

A) linear
B) supplemental
C) mutually reinforcing
D) cyclical
E) constrained
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52
Which of the following is the last step in an international advertising campaign?

A) Developing the most effective message(s) for the market segments selected
B) Specifying the goals of the communication
C) Selecting effective media
D) Executing the campaign
E) Evaluating the campaign relative to the goals specified
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53
In the context of the communications process in advertising, problems of literacy, media availability, and types of media create challenges in the communications process at the _____ step.

A) feedback
B) decoding
C) amplification
D) encoding
E) message selection
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54
Which of the following is an example of the primary function of a product?

A) The ability of a camera to take a picture
B) The design and form factor of a phone
C) The color of a laptop
D) The prestige associated with driving a car
E) The shape of speakers
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55
Janet works for a media agency based in Japan. Janet is helping the integrated marketing communications (IMC) manager of Siljure, a French cosmetics company, with the design and content to be used in an upcoming promotional campaign in Japan. The IMC manager knows what to convey but wants to advertise it in a culturally relevant manner. Which step of the international communications process is Janet helping Siljure with?

A) Encoding of the message
B) Choosing an appropriate channel for the message
C) Decoding of the message
D) Providing feedback from customers
E) Reducing noise from competing ad campaigns
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56
In the international communications process, _____ is defined as the interpretation by the receiver of the symbolism transmitted from an information source.

A) encoding
B) message selection
C) decoding
D) message channel selection
E) feedback evaluation
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57
Using newspapers or magazine ads as a channel of communication when the majority of the intended users are illiterate is an example of ineffective _____ in the communications process.

A) feedback
B) media channel selection
C) noise
D) market selection
E) message selection
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58
During which step of the international communications process does the receiver of the message interpret symbolism transmitted from an information source?

A) Selecting a message
B) Encoding
C) Selecting a message channel
D) Decoding
E) Identifying the sources of noise
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k this deck
59
In the international communications process, an international marketing executive with a product message to communicate specifically acts as a(n) _____.

A) decoder
B) information source
C) receiver
D) encoder
E) noise source
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Unlock Deck
k this deck
60
The emergence of pan-European communications media will most likely cause companies to:

A) opt for localized promotional campaigns.
B) opt for greater customization of promotional efforts.
C) promote their products only in English.
D) use only the Internet as their message channel.
E) choose more standardized promotional efforts.
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61
Which of the following is especially vulnerable as EU member states decide which area of regulation should apply to these services?

A) Newspaper advertising
B) Radio advertising
C) Outdoor services
D) Personal selling
E) Internet services
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k this deck
62
The only way to avoid linguistic problems in advertising communication is by:

A) creating an entirely new advertisement for the new market.
B) using only English in all media promotions.
C) developing a new version of the product for the new market.
D) in-country testing with the target consumer group.
E) using facial expressions and physical gestures in the advertisement.
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63
Companies that rely on television infomercials and television shopping are restricted by the limitations placed on the _____ of television commercials permitted when their programs are classified as advertisements.

A) length and number
B) religious content
C) subliminal messaging
D) superlative description
E) ethnic derision
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64
The _____ step in the international communications process refers to the information about the effectiveness of the message that flows from the receiver (the intended target) back to the information source for evaluation of the effectiveness of the process.

A) message channel selection
B) interpretation
C) encoding
D) decoding
E) feedback
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65
Which of the following steps of the international communications process is important as a check on the effectiveness of the other steps?

A) Selecting a proper message
B) Encoding the message
C) Selecting an appropriate channel of communication
D) Decoding the message
E) Feedback
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66
Which of the following is an example of comparative advertising?

A) An ad using a scantily clad model to promote a soft drink
B) An ad showing a celebrity smoking his preferred brand of cigarettes
C) An ad showing a dog choosing one brand of dog food over another
D) An ad showing the superiority of synthetic materials used in its products as compared to cotton
E) An ad using shocking or taboo material to promote a product
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67
_____ suffer(s) from issues such as difficulty in assessing taxes, unfair competition, import duties, and privacy.

A) The radio
B) Direct mail
C) Magazines
D) Newspapers
E) The Internet
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Unlock Deck
k this deck
68
Which of the following statements about advertising laws around the world is correct?

A) Advertising of pharmaceuticals is unrestricted in most countries.
B) Toy, tobacco, and liquor advertising is restricted in numerous countries.
C) Advertising on television is unregulated in most countries.
D) The Internet is the only medium where no restrictions exist in any country.
E) Television ads are exempted from tax in all countries.
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k this deck
69
Direct mail is an unpopular medium in Chile because:

A) the literacy level in Chile is extremely low.
B) the letter carrier must collect additional postage for every item delivered.
C) it uses paper; hence, it is considered as a threat to the environment.
D) its reach is extremely limited.
E) it is subject to complicated government regulations.
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k this deck
70
With respect to advertising, _____ is especially important when a budget is small or where there are severe production limitations.

A) class distinction
B) politicization
C) inventory analysis
D) creativity
E) following a formula
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Unlock Deck
k this deck
71
In the context of consumer products, which of the following is the major limitation of the Internet?

A) Knowledge of how to use the Internet
B) Coverage of the Internet
C) Government regulations on the use of the Internet
D) Difficulty in tracking the effectiveness of advertisements on the Internet
E) Cost of using the Internet
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Unlock for access to all 99 flashcards in this deck.
Unlock Deck
k this deck
72
_____ allows ESPN to fill visual real estate-blank walls, streets, stadium sidings-with computer-generated visuals that look like they belong in the scene.

A) Self-extracting archive
B) Princeton Video Imaging
C) High Definition Television
D) HighMAT (High Performance Media Access Technologies)
E) Conditional Access System
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Unlock for access to all 99 flashcards in this deck.
Unlock Deck
k this deck
73
Certain advertising media are forbidden by government edict to accept some advertising materials. Such restrictions are most prevalent in:

A) the Internet forums.
B) personal selling initiatives.
C) radio and television broadcasting.
D) trade shows and exhibitions.
E) direct selling and sales promotions.
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Unlock Deck
k this deck
74
Which of the following countries has the most egregious control over advertising, where each medium has its own censorship board that passes judgment on any advertising even before it is submitted for approval by the Ministry of Information.

A) Germany
B) France
C) Myanmar
D) Australia
E) Argentina
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Unlock Deck
k this deck
75
_____ in countries can distort media choice by changing the cost ratios of various media.

A) Advertising taxation
B) Language
C) Power distance
D) Cultural traits
E) Dialect
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Unlock Deck
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76
In the context of the communication process in advertising, using the Internet as a medium when only a small percentage of an intended market has access to it is an example of an error related to:

A) feedback.
B) decoding.
C) message channel selection.
D) encoding.
E) message selection.
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k this deck
77
Meta Garbon, a manufacturer of sports bicycles, in a bid to tap the enormous market for bicycles in China promote their cycles as premium sporting and leisure bicycles. They use various cycling legends and sports celebrities as brand ambassadors and use television, radio, and newspapers as media. Bicycles in China are used mainly by the working class for commutation, and the main users of bicycles did not relate to Meta Garbon's products, and the promotional campaign was a failure. During which of the following steps of the international communications process did Meta Garbon most likely go wrong?

A) Information source selection
B) Selection of message channel
C) Encoding
D) Decoding
E) Noise cancellation
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Unlock Deck
k this deck
78
Which of the following is true of the newspaper industry around the world?

A) In many countries, newspapers hardly have any trouble achieving complete market coverage.
B) Most U.S. cities have just one or two major daily newspapers.
C) In many countries, advertisements can be run in a newspaper without any time lag.
D) Since there is an indication that the space for advertising is paid for, it is easy to tell exactly how much advertising appears in a given newspaper.
E) Japan has more than 15 national daily newspapers, but the circulation numbers are the lowest.
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k this deck
79
_____ are considered to be major communications media in most countries due to their inherent entertainment value.

A) Newspapers and magazines
B) Radio and television
C) Newspapers and billboards
D) Billboards and television
E) Radio and newspapers
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Unlock Deck
k this deck
80
One of the drawbacks of satellites, which is also their strength, is:

A) the cost of creating a high quality ad for satellite television.
B) the limited market penetration of satellite television.
C) the number of intermediaries required for satellite service transmission.
D) the government regulations placed on satellite advertising.
E) their ability to span a wide geographical region.
Unlock Deck
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Unlock Deck
Unlock for access to all 99 flashcards in this deck.