Deck 16: Integrated Marketing Communications and International Advertising

Question 1

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

Answer 1

True
Explanation: Different cultures often seek the same value or benefits from the primary function of a product-for example, the ability of an automobile to get from point A to point B, a camera to take a picture, or a wristwatch to tell time.

Question 2

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

Answer 2

False
Explanation: Cents-off, in-store demonstrations, samples, coupons, gifts, product tie-ins, contests, sweepstakes, sponsorship of special events such as concerts, the Olympics, fairs, and point-of-purchase displays are types of sales promotion devices.

Question 3

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.

Answer 3

True
Explanation: 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 public relations (PR).

Question 4

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 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

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

Question 7

While developing an international advertisement campaign, the last step of the process is evaluating the campaign relative to the goals specified.

Question 8

When a marketing executive advertises his product in a newspaper, the newspaper acts as a feedback channel.

Question 9

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

Question 10

A proper encoding system allows a company to correct errors before substantial damage occurs.

Question 11

In the context of advertising, a marketer's self-reference criterion (SRC) affects the ultimate success of the communication.

Question 12

Errors at the receiver end of the international communications process do not occur if the message is encoded properly.

Question 13

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

Question 14

Uncontrollable and unpredictable influences such as competitive activities and confusion that detract from the process of communication are called feedback.

Question 15

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

Question 16

Sales promotions constitute the major portion of the promotional effort in rural and less accessible parts of a market.

Question 17

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

Question 18

Feedback channels must be carefully selected if an encoded message is to reach the consumer.

Question 19

Competitive advertising is a source of noise in the international communications process.

Question 20

When a message from the source is converted into effective symbolism for transmission to a receiver, the message is said to have been decoded.

Question 21

In the context of international advertising, an advertiser must consider local variations when choosing an appropriate medium.

Question 22

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 23

International advertisers use foreign national consumer magazines extensively because they have dependable circulation figures.

Question 24

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 25

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

Question 26

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 27

In the context of international advertising, search engines have now become crucial directors of Internet users' attention.

Question 28

_____ might be classified as an aspect of sales promotions or public relations, though their connections to advertising are also manifest.

A) Trade shows
B) Cent-offs
C) Road shows
D) Sweepstakes
E) Corporate sponsorships

Question 29

_____ are short-term efforts directed to the consumer or retailer to achieve such specific objectives as consumer product trial or immediate purchase.

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

Question 30

Industrial advertisers rarely use direct mail for advertising.

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

An especially effective promotional tool when a product concept is new or has a very small market share is known as _____.

A) sponsorship
B) sweepstakes
C) product sampling
D) contests
E) product tie-ins

Question 33

Due to their inherent entertainment value, satellite TV and the Internet have become major communications media in almost all nations.

Question 34

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 35

In-store demonstrations, samples, coupons, contests, and sweepstakes are examples of _____ devices.

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

Question 36

In the context of integrated marketing communications, in many markets, the availability of appropriate _____ to customers can determine entry decisions.

A) demonstrations
B) cultural appeal
C) technological aid
D) services
E) communication channels

Question 37

Television is an advertising medium where there are no restrictions in most countries.

Question 38

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

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

Question 39

In the context of international advertising, advertisers prefer global television (satellite broadcasts) due to the availability of accurate market data in most countries.

Question 40

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 41

In the international communications process, during _____, the message from the source is converted into effective symbolism for transmission to a receiver.

A) transmitting
B) scrambling
C) standardizing
D) decoding
E) encoding

Question 42

Due to differences in culture in different markets, standardized products that are marketed globally will 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 43

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 44

In the context of international advertising, global mass media advertising is a powerful tool for _____.

A) relationship orientation
B) long-term performance
C) product stability
D) emotional appeal
E) cultural change

Question 45

During which step of the international communications process does the receiver of the message interpret 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 46

Which of the following is an example of the primary attribute 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 eco-friendly functioning of a digital watch.

Question 47

In the international communications process, _____ is defined as the interpretation by the receiver of the symbolism transmitted from the information source.

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

Question 48

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 49

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 50

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 Internet as their message channel.
E) choose more standardized promotional efforts.

Question 51

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 52

In the international communications process, the sales force of a company that conveys the encoded content to the intended receiver acts as a _____.

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

Question 53

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 54

Cremics, a multinational drug manufacturing company, used a saffron trident in a promotional campaign for one of their 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) Decoding
C) Media channel selection
D) Message transmission
E) Information source selection

Question 55

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) message channel selection
D) encoding
E) message selection

Question 56

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 57

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) Advertisement of the product.

Question 58

Janet works for a media agency based in Japan. Janet is helping the IMC manager of Siljure, a French cosmetics company, with the design and language 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 IMC 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 59

Which of the following elements of the international communications process comprises 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 60

In the international communications process, an international marketing executive with a product message to communicate acts as a(n) _____.

A) decoder
B) information source
C) receiver
D) encoder
E) noise source

Question 61

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 IMC process did Meta Garbon go wrong?

A) Information source selection.
B) Selection of message channel.
C) Encoding.
D) Decoding.
E) Noise cancellation.

Question 62

_____ 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) Word of Mouth
E) Conditional Access System

Question 63

One of the reasons for the notably low use of foreign national consumer magazines by international advertisers is that:

A) consumers in most countries rarely read magazines.
B) few magazines provide reliable circulation data.
C) they publish content only in English.
D) subscription to magazines has reduced as the Internet gains popularity.
E) advertising in magazines is costly as compared to other advertising media.

Question 64

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 65

One of the drawbacks of satellites 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.

Question 66

________ in countries can distort media choice by changing the cost ratios of various media.

A) Advertising taxation
B) Political structure
C) Power distance
D) Cultural traits
E) Technological development

Question 67

Social media such as blogs and social networking permits consumers to:

A) obtain discounts on the brands they endorse on their blogs.
B) obtain free Internet access that is supported by brand ads.
C) create content about brands whether marketers like it or not.
D) contact the manufacturer directly about warranty issues.
E) become authorized virtual brand agents for the product manufacturers.

Question 68

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 69

Which of the following 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 the Internet.
D) Billboards and television.
E) Radio and newspapers.

Question 70

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 71

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 and 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 72

With regard to 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 73

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) technology
D) creativity
E) following a formula

Question 74

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 75

_____ 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 76

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 77

Certain advertising media are forbidden by government edict to accept some advertising materials. Such restrictions are most prevalent in:

A) the Internet and social networking forums.
B) personal selling initiatives.
C) radio and television broadcasting.
D) trade shows and exhibitions.
E) direct selling and sales promotions.

Question 78

With reference to 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 79

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 not taxed by most governments around the world.

Question 80

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

A) Language
B) Jingoism
C) Technology
D) Religion
E) Power structure