Deck 16: Integrated Marketing Communications and International Advertising

Question 1

Nearly every sizable nation essentially has the same kinds of media.

Answer 1

True
Explanation: Although nearly every sizable nation essentially has the same kinds of media, a number of specific considerations, problems, and differences are encountered from one nation to another.

Question 2

A marketer sends his message to his target audience through newspapers. Here newspaper acts as a feedback channel.

Answer 2

False
Explanation: In this case, since the marketer is sending his message to his target audience through newspapers, newspaper acts as a message channel.

Question 3

Comparative advertising is considered legal in Germany.

Answer 3

False
Explanation: Comparative advertising is illegal in Germany.

Question 4

While developing an international advertisement campaign, the first step of the process is selecting effective media.

Question 5

Of all the elements of the marketing mix, decisions involving advertising are those most often affected by cultural differences among country markets.

Question 6

Sales promotions are marketing activities that stimulate consumer purchases and improve retailer or middlemen effectiveness and cooperation.

Question 7

Europe is considered a single homogeneous market for all products.
promotional strategy would mean identifying a market segment across all European countries and designing a promotional concept appealing to market segment similarities.

Question 8

Different cultures often seek the same value or benefits from the primary function of a product.

Question 9

The encoding step of the communications process is important as a check on the effectiveness of the other steps.

Question 10

No advertising is allowed on the BBC in the United Kingdom.

Question 11

One of the reasons that a marketing communication may fail is that the message received by the intended audience is not understood because of cultural interpretations.

Question 12

Problems of literacy, media availability, and types of media create problems in the communications process at the decoding step.

Question 13

Errors at the receiving end do not occur if the message is encoded properly.

Question 14

Contests, sweepstakes, sponsorship of special events such as concerts are techniques used for maintaining and improving public relations.

Question 15

If the message from the source is converted into effective symbolism for transmission to a receiver, the message is decoded.

Question 16

Physical gestures are one of the major barriers to effective communication through advertising.

Question 17

Sales promotions are long-term efforts directed to the consumer or retailer.

Question 18

For most companies, trade shows and direct selling are the major components in the marketing communications mix.

Question 19

An example of noise in the communications process is competitive advertising.

Question 20

A market offering is a bundle of satisfactions that the buyer receives.

Question 21

_____ communications are composed of advertising, sales promotions, trade shows, personal selling, direct selling, and public relations.

A) International
B) Integrated marketing
C) Public
D) Management
E) Grapevine

Question 22

International public relations, sales promotion, and other IMC efforts work best when coordinated and reinforced with:

A) trade shows and direct selling.
B) personal selling and trade shows.
C) a consistent advertising campaign.
D) personal selling and direct selling.
E) management directive outlining costs, profit-projections, and outside accounting supervision.

Question 23

Sales promotions are _____ efforts directed to the consumer or retailer to achieve such specific objectives as consumer product trial or immediate purchase.

A) long-term
B) mid-term
C) annual
D) short-term
E) bi-annual

Question 24

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 25

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 26

Which of the following organizations has spent the highest amount on advertising during the years 2007 and 2008?

A) Coca-Cola Co.
B) McDonald's Corp.
C) Kraft Foods
D) Procter & Gamble Co.
E) General Motors

Question 27

Which industry is the global leader in advertising expenditures?

A) Food
B) Pharmaceuticals
C) Automotive
D) Electronics, computers
E) Personal care

Question 28

In-store demonstrations, samples, coupons, contests, and sweepstakes are most likely used for ____.

A) personal selling
B) sales promotions
C) trade shows
D) direct selling
E) public relations

Question 29

Which of the following has the general marketing goals of stimulating consumer purchases and improving retailer or middlemen effectiveness and cooperation?

A) Sales promotion
B) Advertising
C) Trade shows
D) Direct selling
E) Public relations

Question 30

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 31

Creating good relationships with the popular press and other media to help companies communicate messages to their publics-customers, the general public, and governmental regulators-is the role of ____.

A) trade shows
B) direct selling
C) public relations
D) personal selling
E) sales promotion

Question 32

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 33

A majority of the population of less developed countries can be reached readily through the traditional mass medium of advertising.

Question 34

Satellite TV and the Internet have become major communications media in almost all nations.

Question 35

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) the Internet
D) advertising
E) sales promotion

Question 36

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 37

Industrial advertisers rarely use direct mail for advertising.

Question 38

An especially effective promotional tool when the product concept is new or has a very small market share is ____.

A) sponsorship of special events such as concerts
B) sweepstakes
C) product sampling
D) contests
E) product tie-ins

Question 39

For most companies, which of the following are the major components in the marketing communications mix?

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 40

Integrated marketing communications are composed of all of the following EXCEPT:

A) advertising.
B) sales promotions.
C) trade shows.
D) public relations.
E) mass customization.

Question 41

In many markets standardized products may be marketed globally. But, because of differences in culture, the products will require:

A) a different advertising appeal.
B) a different distribution pattern.
C) a consistent promotional message.
D) an alternative benefit-cost calculation.
E) a different packaging.

Question 42

Of all the elements of the marketing mix, decisions involving which of the following are those 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) The method of advertising the product

Question 43

In an international communication process carried out by a company, the sales force of the company acts as a ____.

A) decoder
B) message source
C) receiver
D) message channel
E) noise

Question 44

A market offering most likely refers to the:

A) tangible product.
B) service.
C) price of the product.
D) image of the product.
E) bundle of satisfactions the buyer receives.

Question 45

Decoding problems are generally caused by:

A) improper encoding.
B) poor media choice.
C) inadequate media budget.
D) poor copywriting team.
E) cultural bias.

Question 46

In an advertisement of a perfume, the perfume was presented against a backdrop of rain that, for Europeans, symbolized a clean, cool, refreshing image but to Africans was a symbol of fertility. The ad prompted many viewers to ask if the perfume was effective against infertility. This miscommunication indicates a problem associated with which of the following steps of an international communication process?

A) Encoding the message
B) Decoding the message
C) Receiving the message
D) Selecting an appropriate channel of communication
E) Providing feedback

Question 47

During which step of the international communications process, the receiver of the message interprets symbolism transmitted from the information source?

A) Selecting a message
B) Encoding
C) Selecting a message channel
D) Decoding
E) Identifying the sources of noise

Question 48

Which of the following elements of a communication process can be best defined as the interpretation by the receiver of the symbolism transmitted from the information source?

A) Encoding
B) Selecting a message
C) Decoding
D) Selecting a message channel
E) Evaluating the feedback

Question 49

With reference to a communication process, using the Internet as a medium when only a small percentage of an intended market has access to the Internet, is an example of error related to:

A) feedback.
B) decoding.
C) message channel selection.
D) encoding.
E) message selection.

Question 50

In an international communications process, an international marketing executive with a product message to communicate acts as a ____.

A) decoder
B) message source
C) receiver
D) message channel
E) noise

Question 51

Which of the following is LEAST likely to be an international advertising goal?

A) Chinese manufacturers establishing new brands as their economy expands.
B) Gillette Company attempting to gain distributor cooperation in Japan.
C) Unilever introducing a new product-line extension.
D) Aeroflot seeking to upgrade its image.
E) Coca-Cola maintaining its global brand stature.

Question 52

Which of the following statements about comparative advertising laws is most correct?

A) There really are no laws governing comparative advertising in the international arena.
B) Almost all laws governing this behavior are essentially the same.
C) There are laws in the Western nations governing this behavior and not in most other countries.
D) Laws vary from country to country with respect to the subject.
E) There are no laws governing comparative advertising in any country.

Question 53

Once a message, in the international communications process, has been decoded, it goes to the _____ stage.

A) feedback
B) receiver
C) message channel selection
D) encoding
E) identifying the message source

Question 54

According to the text, which of the following creates a problem in the communications process at the encoding step?

A) Problems of literacy
B) Amount of budget
C) Seasonality of the product
D) Government regulations
E) Market segmentation

Question 55

After running a series of ads promoting the benefits of her company's skin care products, Kathy learns some consumers drank her product rather than applying it to their skin. Kathy has received ____.

A) a feedback
B) an encoded message
C) a source of information
D) a decoded message
E) a noise

Question 56

In the international communications process, once a message to communicate has been decided, it goes to the ____ stage.

A) feedback
B) receiver
C) message channel selection
D) decoding
E) encoding

Question 57

Of the seven steps in developing 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 58

Which of the following elements of a communication process refers to 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 59

According to the text, problems of literacy, media availability, and types of media create challenges in the communications process at the _____ step.

A) feedback
B) decoding
C) message channel selection
D) encoding
E) message selection

Question 60

Janet is assisting the IMC manager with the design and language to be used in an upcoming promotional campaign. The manager knows what she wants to say but is having trouble coming up with the right language. Janet is trying to help her in:

A) identifying the various possible feedbacks to the message.
B) encoding the message.
C) choosing the appropriate channel for the message.
D) decoding the message.
E) minimizing noise in the communication channel.

Question 61

According to the text, one of the reasons for the notably low use of foreign national consumer magazines by international advertisers is that:

A) consumers in most of the countries rarely read magazines.
B) few magazines have a large circulation and provide reliable circulation data.
C) in most international markets, consumers read American magazines.
D) international magazines are generally incompatible with company values.
E) advertising in magazines is costly as compared to any other medium of advertisement.

Question 62

_____ is an innovation that will make regional advertising in diverse cultures easier than it presently is when using cable or satellite television. It allows ESPN, which offers this service, to fill visual real estate-blank walls, streets, stadium sidings-with computer-generated visuals that look like they belong in the scene.

A) Princeton Video Imaging
B) Texas Digital Imaging
C) Massachusetts Video Imaging
D) Texas Visual Imaging
E) Princeton Digital Imaging

Question 63

According to the text, the only way to avoid linguistic problems in advertising communication is:

A) creating an entirely new advertisement for the new market.
B) using the best language experts for translating the advertisement.
C) developing a new version of the product for the new market.
D) in-country testing with the target consumer group.
E) avoiding verbal communication and used only facial expressions and physical gestures in the advertisement.

Question 64

Which of the following statements is true regarding the cost of the media?

A) Media prices remain fixed in all the countries.
B) Agency space discounts are rarely split with the client.
C) The cost of reaching a prospect through advertising is independent of the agent's bargaining ability.
D) The per contract cost for advertisements varies widely from country to country.
E) Britain has a fixed rate card for advertising slots.

Question 65

The president of the Mexican National Advertisers Association charged that newspaper circulation figures are grossly exaggerated. He suggested that as a rule, agencies should:

A) divide the circulation data in two and take the result with a grain of salt.
B) avoid using newspaper as a medium of advertisement in Mexico.
C) use newspaper circulation figures from other countries and project them for Mexico.
D) consider television as the best medium of advertisement in Mexico.
E) use magazines for print advertisements rather than newspaper.

Question 66

'Asahi' is the largest newspaper of ____.

A) Germany
B) Spain
C) Japan
D) Mexico
E) China

Question 67

Which of the following are 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 68

All of the following statements are true regarding legal constraints on advertising EXCEPT:

A) in Germany, it is illegal to use any comparative terminology.
B) Chinese government has banned pigs in advertising.
C) in Kuwait, advertising is not allowed on the government-controlled TV network.
D) the European Union limits product placement in foreign programming but not EU-produced material.
E) Russian law forbids subliminal advertising.

Question 69

It has emerged as a viable medium for advertising and should be included in a company's possible media mix. It is limited in its penetration of households globally and for consumer products, its major limitation is coverage. This media suffers from issues such as difficulty in assessing taxes, unfair competition, import duties, and privacy. Also it is difficult to control this media. Identify the media in the discussion.

A) Radio
B) Direct mail
C) Magazines
D) Newspapers
E) The Internet

Question 70

Which of the following steps of a 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 71

Direct mail is an unpopular medium in Chile because:

A) the literacy level in Chile is extremely low.
B) the receiver must pay for part of the cost of the direct mail piece.
C) the direct mail uses paper and hence it is considered as a threat to the environment.
D) the reach of the direct mail is extremely limited in Chile.
E) the direct mail communication in Chile is governed by complicated government regulations.

Question 72

One head of an Italian advertising agency commented about his country: "One fundamental rule. ____."

A) All consumers are alike
B) You cannot buy what you want
C) Television is always the best communication vehicle
D) Literacy is not a problem anymore
E) Only Americans like sex and humor in advertising

Question 73

_____ was the first to broadcast across Asia.

A) Star TV
B) CNN
C) ESPN
D) MTV
E) Al-Jazeera

Question 74

According to the text, Austria is a best illustration of how media choice can be distorted due to ____.

A) literacy levels
B) government laws
C) cultural differences
D) advertising taxation
E) standard of living

Question 75

With respect to advertising, _____ is especially important when a budget is small or where there are severe production limitations.

A) color
B) language
C) technology
D) creativity
E) slogans

Question 76

According to the text, one of the drawbacks of satellites is:

A) the cost of creating an advertisement with high picture quality for the satellite television.
B) the limited reach of the satellite television.
C) the monopoly of small number of satellite service providers.
D) the government regulations placed on advertisements broadcasted using satellite channels.
E) their ability to span a wide geographical region covering many different country markets.

Question 77

According to a survey, the most visited Web sites in France are ____.

A) Yahoo! sites
B) Microsoft sites
C) Wikipedia sites
D) T-Online sites
E) Google sites

Question 78

_____ is one of the major barriers to effective communication through advertising.

A) Language
B) Ideology
C) Technology
D) Distance
E) Power structure

Question 79

According to one advertising executive, "International advertising is almost uniformly dreadful mostly because people:

A) don't know how to read."
B) don't like advertising in general."
C) don't understand language and culture."
D) don't have time to watch advertisement."
E) become conditioned to ignore advertising."

Question 80

Which of the following are considered to be major communications media in most countries?

A) Newspapers and magazines
B) Radio and television
C) Newspapers and the Internet
D) Billboards and television
E) Radio and newspapers