INT MKT CH 16

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

Corporate sponsorship

________ spend more time on social media sites than any users in any other country.

Israelis

In the context of integrated marketing communications, which of the following best defines public relations?

It the creation of good relationships with popular press to help communicate messages to their customers, the general public, and governmental regulators.

Which of the following is true of the newspaper industry around the world?

Most U.S. cities have just one or two major daily newspapers

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?

Myanmar

________ allows ESPN to fill visual real estate-blank walls, streets, stadium sidings-with computer-generated visuals that look like they belong in the scene

Princeton Video Imaging

Which of the following is an example of the primary function of a product?

The ability of a camera to take a picture

Which of the following is true of advertising agencies for international advertising?

The cross-cultural communication between a foreign client and a local agency can be problematic.

Which of the following statements is true of sales promotions?

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

Which of the following statements about advertising laws around the world is correct?

Toy, tobacco, and liquor advertising is restricted in numerous countries.

In the context of international advertising, ________ is the neon capital of the world.

Hong Kong

Due to differences in culture in different markets, standardized products that are marketed globally will most likely require:

a different advertising appeal.

Of all the elements of the marketing mix, decisions involving which of the following is most often affected by cultural differences among country markets?

advertisement of the product

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

advertising

________ are the major components in the marketing communications mix for most companies.

advertising and personal selling

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

advertising taxation

All of the following are specific objectives of sales promotion EXCEPT:

building brand loyalty.

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.

feedback

Which of the following steps of the international communications process is important as a check on the effectiveness of the other steps?

feedback

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.

media channel selection

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

message channel

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:

message channel selection

While developing an international advertisement campaign, which of the following is the first step of the process?

perform marketing research

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

political rallying

In Spain, a new medium for advertising called Publicoche includes:

private cars that are painted with advertisements.

________ are considered to be major communications media in most countries due to their inherent entertainment value.

radio and television

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

radio and television broadcasting.

In the communications process in advertising, during the ________ stage, a consumer takes certain actions to respond to a decoded message.

receiver

In the context of international advertising, companies are moving from the commission system to a ________ system.

reward-by-results

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

sales promotions

The emergence of pan-European communications media will most likely cause companies to:

choose more standardized promotional efforts.

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 ________.

communication channels

Sales promotions are short-term efforts directed to the consumer or retailer to achieve specific objectives such as:

consumer product trial or immediate purchase.

In the context of consumer products, which of the following is the major limitation of the Internet?

coverage of the internet

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

creativity

In the context of international advertising, it has been observed that advertising expenditures are generally ________.

cyclical

________ suffer(s) from issues such as difficulty in assessing taxes, unfair competition, import duties, and privacy.

the internet

Direct mail is an unpopular medium in Chile because:

the letter carrier must collect additional postage for every item delivered.

One of the drawbacks of satellites, which is also their strength, is:

their ability to span a wide geographical region.

The assault on advertising of ________ is escalating, as evidenced by the World Health Organization launching a global campaign against it.

tobacco

In the context of media planning and analysis, billboards are especially useful in countries:

with high illiteracy rates

Which of the following is an example of comparative advertising?

An ad showing a dog choosing one brand of dog food over another

Which of the following is the last step in an international advertising campaign?

Evaluating the campaign relative to the goals specified

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?

Public relations

________ in advertising is a thorny issue, because most member countries of the European Commission have different interpretations of what constitutes a misleading advertisement.

deception

During which step of the international communications process does the receiver of the message interpret symbolism transmitted from an information source?

decoding

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

decoding

Of the seven steps involved in international advertising, ________ almost always represents the most daunting task for international marketing managers.

developing messages

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?

encoding

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.

encoding

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

encoding

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?

encoding of the message

The only way to avoid linguistic problems in advertising communication is by:

in-country testing with the target consumer group.

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

information source

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?

information source selection

Which of the following is especially vulnerable as EU member states decide which area of regulation should apply to these services?

internet services

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.

length and number

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?

noise

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

product sampling

Blogs, virtual worlds, and video sharing are examples of media commonly known as ________.

social media