Chapter 16

What happens in the first step of the international communication process?

A product message is selected for transmission.

Identify techniques used by advertisers that can lead to difficulties for translators.

Abstractions Word economy Terse writing

What happens if a market is segmented by too many newspapers?

Advertisers cannot afford to buy sufficient coverage.

Why are highly developed advertising strategies needed?

Because sophistication of foreign consumers has increased Because competition for world markets has intensified

Which types of advertising agencies might a company choose to hire when it is seeking local modification and the best cultural interpretation of its advertising message?

Company-owned agencies Multinational agencies with local branches Local domestic agencies

Identify the examples of noise that affect any or all of the other six steps of the international communications process.

Confusion Competitive activities

In the context of advertising strategy and goals, why do multinational companies strive to increase control and efficiency without sacrificing local responsiveness?

Costs of advertising have increased. Companies desire a broader company or product image. Promotional programs in multiple countries have given rise to coordination problems.

What are the components of integrated marketing communications?

Direct selling Sales promotions Trade shows Advertising Personal selling

Rules governing comparative advertising in Europe allow ______.

implicit comparisons if they do not name competitors

True or false: Errors at the receiver end of the international communications process result from inaccurate decoding by a sender.

False

True or false: The decoding step of the international communications process precedes the encoding step.

False

True or false: There is a set of global rules that govern the standards of decency in advertisements across the world.

False One of the problems in controlling decency and sex in advertisements is the cultural variations found around the world.

True or false: Sales promotions involve long-term efforts that are aimed at consumers or retailers.

False Sales promotions are short-term efforts directed to consumers or retailers to achieve specific objectives.

What will happen if television coverage is expanded?

Global standardized messages will become more prevalent. Advertiser creativity will be challenged.

Identify the parties to whom companies aim to convey their messages.

Governmental regulators Customers General public

Identify the conditions in which creativity in advertising holds special importance.

If a budget is small If production limitations exist

What causes international communications to fail?

Media inadequacy may hinder the flow of messages. The needs and wants of a target market may not have been assessed properly. Different cultural interpretations may hinder the understanding of messages.

Identify the concerns that are being raised in the advertising industry.

It is difficult to define and control decency in advertisements. Companies are practicing deception in advertising. Certain advertisements demean women

Identify the accurate statements about the role of the Internet in advertising.

It is used as a promotion medium for consumer goods by many companies. It uses catalogs and product descriptions for promotions.

Why do international advertisers seldom bother with foreign national consumer magazines?

Magazines may accept more advertisements than they have space to run. Placement problems may be caused due to paper shortages. Circulation figures may not always be dependable.

Identify Europe-wide promotional strategies.

Market segments across European countries should be identified. Advertising concepts should be designed to appeal to market segments.

What happens when media limits companies' creative strategies?

Marketers must stress other components of the promotional mix. Advertising becomes a smaller part of the promotional program.

Identify the traditional major determinants of brand choice.

Recommendations by peers Word-of-mouth advertising

Identify the objectives that can be achieved through sales promotions.

Retail point-of-purchase displays can be gained. Stores can be encouraged to stock products. Consumers can be introduced to stores or brands. Advertising can be supported and augmented.

What are the various sales promotion devices that are designed to supplement advertising and personal selling in the promotional mix?

Samples and cents-off In-store demonstrations Contests and sweepstakes Product tie-ins and sponsorship of special events Coupons and gifts

Which factors can cause errors at the receiver end of the international communications process?

Selection of poor media Incorrect decoding Poor encoding Lack of proper knowledge of use patterns

Identify the problems that are associated with advertising coverage.

Sufficient information about coverage cannot be obtained. Some demographic groups cannot be reached.

Which media do governments most commonly prohibit from accepting advertising materials?

Television and radio

How are large volumes of international business generated by industrial advertisers?

Through catalogs Through sales sheets

Which linguistic limitations do advertisers face?

Translation issues Diverse education and social norms Low literacy rates

Which step immediately succeeds encoding in the international communication process?

Transmitting a message to a receiver

What objectives do good public relations accomplish?

Unfavorable events, rumors, and stories about companies are managed. Companies are helped to communicate messages to their customers. Media and press are encouraged to cover positive stories about companies.

Identify a local practice that makes companies reluctant to place ads in foreign national consumer magazines.

Use of raffles to select advertisements for magazines shortly before press time

When do international promotions commonly contain mistakes?

When adequate knowledge about target markets is not available When cultural influences are improperly reflected by the communication process

When do companies across Europe seek commonality in branding and advertising?

When they need to ensure efficiency When they need to avoid confusion related to multiple label names

Identify the instances when advertisers use lesser media to create solutions.

When traditional media is restricted When traditional media is not available

Cultural differences among various countries most often affect marketing decisions related to ______.

advertising

The development and execution of advertising campaigns are generally managed by ______ agencies.

advertising

The most important elements of marketing communications for most companies are _____ and personal selling.

advertising

With a proper feedback system, errors ______.

can be corrected before significant damage occurs

The feedback step of the international communications process ______.

checks the other steps for their effectiveness

One of the great creative challenges in advertising in diverse cultures is the problems associated with ______.

communicating to individuals

Entry into many markets is based on access to appropriate _____.

communication channels to customers

In Europe, there are variations in laws that control ______ advertising from country to country.

comparative

A major limitation of using the Internet to advertise consumer products is the Internet's lack of _____.

coverage

The effectiveness of an advertisement can be ensured if all the characteristics of the advertisement coincide with ______ norms.

cultural

Global advertising expenditures tend to be _____.

cyclical

In the international communication process, symbols that are transmitted from information sources are interpreted by receivers in the _____ step.

decoding

To combat media limitations, advertisers in some countries have

developed their own media.

In the international communication process, before a source message is transmitted to a receiver, a sender first converts it into effective symbolism. This step is known as _____.

encoding

The first step in the international communication process is ______.

encoding by an information source

Radio and television have become major communications media worldwide, likely because of their ______ value.

entertainment

Change in culture can be brought about through _____.

global mass media advertising

A company may limit or decrease print advertising _______.

if high-grade paper is not available if printing is of poor quality

Billboards are more useful in countries where ______.

illiteracy rates are high

Direct mailings are largely used by ______ advertisers.

industrial

Companies can effectively use direct mail for advertising in countries where there is ______.

limited availability of other media

Any or all of the first six steps of the international communications process can be affected by unpredictable and uncontrollable influences. These influences are collectively known as

noise

A disadvantage of advertising through direct mail in some countries is that _____.

postage fees have to be collected from the consumer when the mail is delivered

In some countries, policies related to radio and television advertising have changed in recent years because _____.

production costs are high

The probability of a misunderstanding between a sender and a receiver can be minimized if a(n) ______ exists between them.

psychological overlap

Geographic coverage is generally known for _______.

radio and television

To meet the needs of advertisers and agencies for high-quality information, ______ is growing increasingly reliable.

research data

The reach and pace of word-of-mouth advertising have been changed by the power of _____.

the Internet

Ken is the marketing executive of a multinational company. The company launches a new product into the market, and Ken is responsible for globally promotion of the product. However, the effort undertaken by Ken to communicate the message internationally fails. In this case, a probable reason for failure is that _____.

the requirements and desires of the target markets were not assessed properly

The impact of satellite television is a matter of concern for governments because _____.

they are afraid of losing control of the media

Advertising campaigns often fail due to perceptions based on heritage and _____.

tradition

In some countries, numerous different media have split markets into ______.

uneconomical advertising segments