MKTG190 CH. 16 (FINAL EXAM)

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

A. Advertising taxation

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?

A. 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?

A. Encoding of the message

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

D. creativity

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?

A. Information source selection

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

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

A. The ability of a camera to take a picture

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

A. 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?

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

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

A. a different advertising appeal.

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

A. consumer product trial or immediate purchase.

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

A. developing messages

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

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

D. cyclical

The encoding step causes problems even with a "proper" message. Explain with an example.

At the encoding stage factors such as color, timing, values, beliefs, humor, tastes, and appropriateness of spokespersons can cause an international marketer to symbolize the message incorrectly. For example, the marketer wants the product to convey coolness, so the color green is used; however, people in the tropics might decode green as dangerous or associate it with disease.

In the context of 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

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

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

76. _____ 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

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

B. Radio and television

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

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

In the international communications process, an international marketing executive with a product message to communicate specifically 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

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

B. private cars that are painted with advertisements.

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

Direct mail is an unpopular medium in Chile because:

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

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

D. Decoding

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

C. Advertising and personal selling For most companies, advertising and personal selling are the major components in the marketing communications mix.

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

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

C. Israelis

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

C. 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 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.

C. Myanmar

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:

C. message channel selection.

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

C. product sampling

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

C. radio and television broadcasting.

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

C. reward-by-results

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

C. social media

The assault on advertising of _____ is escalating, 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.

Describe the role of public relations (PR).

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). The job consists of not only encouraging the press to cover positive stories about companies but also managing unfavorable rumors, stories, and events.

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

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

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

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

D. message channel

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

E. Advertisement of the product

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

E. Corporate sponsorship

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

E. Evaluating the campaign relative to the goals specified

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

E. Feedback

Which of the following is 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 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?

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

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

E. 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 _____.

E. communication channels

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

E. encoding

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.

E. feedback

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

E. political rallying.

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

E. their ability to span a wide geographical region.

n an international advertising process, what factors must be considered by an advertiser while selecting a medium?

In international advertising, an advertiser must consider following factors while selecting a medium:• Availability: One of the contrasts of international advertising is that some countries have too few advertising media and others have too many. In some countries, certain advertising media are forbidden by government edict to accept some advertising materials.• Cost: Media prices are susceptible to negotiation in most countries. Agency space discounts are often split with the client to bring down the cost of media. The per contract cost varies widely from country to country.• Coverage: Closely akin to the cost dilemma is the problem of coverage. Two points are particularly important: One relates to the difficulty of reaching certain sectors of the population with advertising and the other to the lack of information about coverage.• Appropriateness of the media: Different types of communication media have different specific characteristics. These characteristics must be taken into consideration while selecting a medium for a particular target market.

Language is one of the major barriers to effective communication through advertising. Explain with an example.

Language is one of the major barriers to effective communication through advertising. The problem involves different languages of different countries, different languages or dialects within one country, and the subtler problems of linguistic nuance, argument style, vernacular, and even accent. Incautious handling of language can create problems in all countries. For example, Tropicana brand orange juice was advertised as jugo de China in Puerto Rico, but when transported to Miami's Cuban community, it failed. To the Puerto Rican, China translated into orange, but to the Cuban-American it was China the country—and the Cuban-Americans were not in the market for "communist" juice.

Explain the significance of radio and television in international advertising.

Possibly because of their inherent entertainment value, radio and television have become major communications media in almost all nations. Radio has been relegated to a subordinate position in the media race in countries where television facilities are well developed. In many countries, however, radio is a particularly important and vital advertising medium when it is the only one reaching large segments of the population. Television and radio advertising availability varies between countries. Some countries do not permit any commercial radio or television, but several of the traditional noncommercial countries have changed their policies in recent years because television production is so expensive.

What are sales promotions?

Sales promotions are marketing activities that stimulate consumer purchases and improve retailer or middlemen effectiveness and cooperation. 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 designed to supplement advertising and personal selling in the promotional mix. They are short-term efforts directed to the consumer or retailer to achieve such specific objectives as consumer product trial or immediate purchase, consumer introduction to the store or brand, gaining retail point-of-purchase displays, encouraging stores to stock the product, and supporting and augmenting advertising and personal sales efforts.

Describe the essential elements of an international communications process.

The essential elements of a communication process are:• An information source: An international marketing executive with a product message to communicate.• Encoding: The message from the source converted into effective symbolism for transmission to a receiver.• A message channel: The sales force and/or advertising media that convey the encoded message to the intended receiver.• Decoding: The interpretation by the receiver of the symbolism transmitted from the information source.• Receiver: Consumer action by those who receive the message and are the target for the thought transmitted.• Feedback: 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.Noise: Uncontrollable and unpredictable influences such as competitive activities and confusion that detract from the process and affect any or all of the other six steps.

How does cultural diversity influence the IMC process? Give examples.

The problems associated with communicating to people in diverse cultures present one of the great creative challenges in advertising. One advertising executive puts it bluntly: "International advertising is almost uniformly dreadful mostly because people don't understand language and culture." Communication is more difficult because cultural factors largely determine the way various phenomena are perceived. If the perceptual framework is different, perception of the message itself differs. Existing perceptions based on tradition and heritages often render advertising campaigns ineffective or worse. For example, Toyota introduced the Prado SUV in China only to learn that the name sounded like the Chinese word for "rule by force." This name reminded some Chinese of the 1937 invasion by Japan—not a nice memory at all.

List the seven steps in creating an international advertising campaign.

The seven steps to be followed while creating an international advertising campaign are:• Perform marketing research.• Specify the goals of the communication.• Develop the most effective message(s) for the market segments selected.• Select effective media.• Compose and secure a budget based on what is required to meet goals.• Execute the campaign.• Evaluate the campaign relative to the goals specified.

Explain the significance of social media as a marketing tool.

Word-of-mouth (WOM) advertising and peer recommendations have always been key influencers of brand choice, but the power of the Internet has changed the pace and reach of WOM. Social media (such as social networking, blogs, virtual worlds, and video sharing) can be powerful marketing tools, but marketers are just beginning to loosen control and let consumers interact with brands on their own terms. Consumer-generated content is having an impact on brands (both positive and negative), and new media are on the agendas of marketers of all products, not just those targeted at young people. Consumers will create content about brands whether the marketers of those brands like it or not. Thus, it is vital that marketers follow, and participate in, the conversations consumers are having online.