Int'l Ch. 16

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

A. Advertising taxation

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

A. Cross-cultural communication between a foreign client and a local agency can be problematic.

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

A. Developing messages

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

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

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

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

A. Language

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

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

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

A. Sales promotion

_____ 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

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

A. The ability of a camera to take a picture.

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

A. a different advertising appeal.

With regard to consumer products, which of the following is the major limitation of the Internet?

B. Coverage of the Internet

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

B. Hong Kong

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

B. Information source

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.

B. Media channel selection

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

B. Princeton Video Imaging

Which of the following are considered to be major communications media in most countries due to their inherent entertainment value?

B. Radio and television

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

B. Receiver

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

B. Sales promotions

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

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

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

B. few magazines provide reliable circulation data.

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

B. private cars that are painted with advertisements.

Direct mail is an unpopular medium in Chile because:

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

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

C. Advertising and personal selling

Which of the following is an example of comparative advertising?

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

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

C. Deception

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

C. Decoding

In which of the following countries is the time spent on social media sites the highest?

C. Israel

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:

C. Message channel selection

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

C. Product Sampling

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 _____.

C. Public relations

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

C. Radio and television broadcasting

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

C. Road Shows

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

C. Tobacco

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

C. With high illiteracy rates

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

D. Advertising

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

D. Building brand loyalty

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

D. Creativity

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

D. Cyclical

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

D. Decoding

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.

D. Encoding

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

D. Message channel

Blogs, social networking, and video sharing are examples of media commonly known as _____.

D. Texas Visual Imaging

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

D. in-country testing with the target consumer group.

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?

E. Advertisement of the product

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

E. Cultural Change

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

E. Encoding

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

True

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

E. Feedback

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

E. Internet services

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?

E. Noise

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

E. Perform marketing research

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

E. The Internet

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

E. become authorized virtual brand agents for the product manufacturers.

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

E. choose more standardized promotional efforts.

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

E. communication channels

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

E. political rallying

One of the drawbacks of satellites is:

E. their ability to span a wide geographical region.

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

False

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

False

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

False

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

False

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

False

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

False

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

False

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

False

Industrial advertisers rarely use direct mail for advertising.

False

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

False

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

False

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

False

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

False

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

False

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

False

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

Reward by results

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.

True

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.

True

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

True

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

True

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

True

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

True

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

True

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

True

One of the drawbacks of satellites is also their strength, that is, their ability to span a wide geographical region covering many different cultures

True

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

True

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

True

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

True

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

True