Deck 16: Integrated Marketing Communications and International Advertising

Question 1

An example of noise in the communications process is competitive advertising.

Answer 1

True

Question 2

Sales promotions are meant to enhance a company's image before the public through long-term communication messages.

Answer 2

False

Question 3

Integrated marketing communications primary function is to link electronic and print advertising under one function.

Answer 3

False

Question 4

The first step in any good international advertising endeavor is to pick a market segment that will receive an advertising message.

Question 5

If Maxine translates a message into an appropriate meaning so that Philip can receive it,Maxine has just completed the process called encoding.

Question 6

One of the reasons that a marketing communication may fail is that the message received by the intended audience is not understood because of cultural interpretations.

Question 7

If the message from the source is converted into effective symbolism for transmission to a receiver,the message is decoded.

Question 8

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

Question 9

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

Question 10

If William sends his message to his target audience through newspapers,he is using a message channel to reach his target audience.

Question 11

Decoding errors often occur because a word in one language means something else in another language.

Question 12

Unlike other mass communication techniques,public relations cost nothing to achieve desired goals.

Question 13

According to information presented in the text,"International advertising is almost uniformly dreadful mostly because people don't understand language and culture."

Question 14

A market offering is a bundle of satisfactions that the buyer receives.

Question 15

Errors at the receiving end do not occur if the encoder has done his or her job properly.

Question 16

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

Question 17

Comparative advertising is very heavily regulated in many parts of the world.

Question 18

If the perceptual framework is different,perception of the message will likely be different.

Question 19

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

Question 20

For many countries language is a matter of cultural pride and preservation.The best example of this is the United States.

Question 21

International public relations,sales promotion,and other IMC efforts work best when coordinated and reinforced with a:

A)commitment from host country politicians.
B)strong market monopolization program.
C)direct Internet selling network.
D)consistent advertising campaign.
E)management directive outlining costs,profit-projections,and outside accounting supervision.

Question 22

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

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

Question 23

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

A)advertising.
B)sales promotions.
C)trade shows.
D)public relations.
E)integrated pricing.

Question 24

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 25

Public relations efforts are generally directed toward which of the following?

A)international advertisers
B)foreign competition
C)exchange students
D)international lawyers
E)customers

Question 26

___________ communications are composed of advertising,sales promotions,trade shows,personal selling,direct selling,and public relations.

A)International
B)Integrated marketing
C)Public
D)Management
E)Advertising

Question 27

Factors that impact international advertising in almost every market are media availability,cost,coverage,and appropriateness of the media.

Question 28

Sales promotions are _____________ efforts directed to the consumer or retailer to achieve such specific objectives as consumer-product trial or immediate purchase.

A)long-term
B)medium-length
C)annual
D)short-term
E)bi-annual

Question 29

In many international markets,the two problems with coverage are the difficulty of reaching certain sectors and the lack of information on coverage.

Question 30

Which of the following has the general marketing goal of stimulating consumer purchases,improving retailer or middlemen effectiveness and cooperation?

A)sales promotion
B)advertising
C)trade shows
D)direct selling
E)public relations

Question 31

International marketers encounter one of three patterns with respect to television and radio advertising;black and white broadcasting,satellite censuring,or excessive competitive alternatives.

Question 32

Reginald knows the goals of advertising around the world vary substantially.Which of the following is LEAST likely to be an international advertising goal?

A)Chinese manufacturers establishing new brands as their economy expands.
B)Gillette Company attempting to gain distributor cooperation in Japan.
C)Unilever introducing a new product-line extension.
D)Aeroflot seeking to upgrade its image.
E)Coca-Cola maintaining its global brand stature.

Question 33

Of the seven steps in developing international advertising,almost always _____________ represents the most daunting task.

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 34

The United States leads the world with numbers of people who read a daily newspaper.

Question 35

Public relations efforts are generally directed toward which of the following?

A)foreign competition
B)international lawyers
C)the general public
D)exchange students
E)international advertisers

Question 36

The role of ____________ is to create good relationships with the popular press and other media to help companies communicate messages to their publics.

A)advertising
B)trade shows
C)direct selling
D)sales promotion
E)public relations

Question 37

The basic framework for conducting international advertising is basically the same as for domestic advertising.Which of the following would be the best choice for the first step in the international advertising process?

A)compose and secure a budget
B)specify the goals of the communication
C)perform marketing research
D)develop the most effective message(s)for the market segment(s)selected
E)hire and ad agency

Question 38

Public relations efforts are generally directed toward which of the following?

A)American CEO's
B)governmental regulators
C)international lawyers
D)foreign competition
E)exchange students

Question 39

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)the Internet
D)advertising
E)sales promotion

Question 40

Aspects of integrated marketing communications work best when coordinated and reinforced with a consistent ______________ campaign.

A)direct selling
B)public relations
C)personal selling
D)Internet
E)advertising

Question 41

Tomas wants to use international market segments that ignore national boundaries,instead focusing on shared sets of consumption-related symbols such as convenience,youth,America,and humanitarianism.Tomas wants to focus on:

A)consumer cultures
B)geographic segmentation
C)alternative life style aesthetics
D)ethnic diversity
E)one world view

Question 42

After running a series of ads promoting the benefits of her company's skin care products,Kathy learns some consumers drank her product rather than applying it to their skin.Kathy has received ____________.

A)feedback
B)encoding
C)message channel confirmation
D)decoding
E)noise

Question 43

Ron Thorne is an international marketing manager.He has just succeeded in creating a new advertising campaign for a new teenage deodorant from a well-known U.S.manufacturer.As he reviews his successes and failures with his campaign,he is reminded that his most daunting task (the most difficult)during the construction of the campaign came from a particular step in the process.This step also frustrates and challenges almost all international marketing managers.Which step is Mr.Thorne most likely referring to?

A)perform market research
B)specify goals of the communication
C)develop the most effective message(s)for the market segments selected
D)select effective media
E)compose and secure a budget

Question 44

When consumers consider a market offering,they think of the:

A)tangible product
B)service
C)price or a value
D)store image or perception
E)bundle of satisfactions they expect to receive

Question 45

The encoding step in the international communications process causes problems even with a "proper message" because the international marketer may __________ the message incorrectly.

A)theme
B)symbolize
C)develop
D)characterize
E)execute

Question 46

With respect to the seven steps of the international communications process,which step ultimately affects the accuracy of the process?

A)an information source
B)encoding
C)a message channel
D)decoding
E)all seven steps can ultimately affect the accuracy of the process

Question 47

Which of the following is a chief reason that international communications may fail?

A)media inadequacy
B)cost of media
C)poor product design
D)no value added services
E)poor implementation

Question 48

Once a message,in the international communications process,has been encoded,it goes to the ___________ stage.

A)feedback
B)receiver
C)message channel
D)decoding
E)noise

Question 49

Once a message,in the international communications process,has been decoded,it goes to the ______________ stage.

A)feedback
B)receiver
C)message channel
D)encoding
E)noise

Question 50

What industry is the global leader in advertising expenditures?

A)food
B)pharmaceuticals
C)automotive
D)electronics,computers
E)personal care

Question 51

There are many different market-perceived needs for products around the world.What is a luxury in one market will be standard in another.Cameras may be bought in the United States,Germany,Japan,and Africa.Consumers in all of these markets will have _____________________ for the product;however,the primary function demanded stays the same,the expectation of excellent pictures.

A)differing expectations
B)no expectations
C)English as the expected language
D)consistent price
E)different prices

Question 52

Janet is assisting the IMC manager with the design and language to be used in an upcoming promotional campaign.The manager knows what she wants to say but is having trouble coming up with the right language.Janet will try to help her _______ the communication message.

A)discuss feedback to
B)encode
C)choose the advertising channel for
D)decode
E)minimize noise in

Question 53

In many markets standardized products may be marketed globally.But,because of differences in culture,the products will require:

A)a different advertising appeal.
B)a stronger distribution pattern.
C)a consistent promotional message.
D)an alternative benefit-cost calculation.
E)local language package labeling.

Question 54

During which step of the international communications process are uncontrollable and unpredictable influences likely to confuse or detract from the process or affect the other six steps?

A)feedback
B)encoding
C)message channel
D)decoding
E)noise

Question 55

According to the text,which of the following creates a problem in the communications process at the encoding step?

A)market segment.
B)government regulations.
C)amount of budget.
D)types of media.
E)cultural bias.

Question 56

All of the following have been cited as reasons that international communications may fail EXCEPT:

A)media inadequacy
B)poor product design
C)misunderstanding of the message by the target audience
D)poor understanding of the wants and needs of the target market
E)poor implementation

Question 57

According to the text,which of the following creates a problem in the communications process at the encoding step?

A)cultural bias.
B)market segment.
C)types of media.
D)amount of budget.
E)government regulations.

Question 58

During which step of the international communications process is the message from the source interpreted for symbolism by the receiver?

A)feedback
B)encoding
C)message channel
D)decoding
E)noise

Question 59

All of the following are considered steps in the international advertising process EXCEPT:

A)compose and secure a budget
B)specify the goals of the communication
C)perform marketing research
D)develop the most effective message(s)for the market segment(s)selected
E)select an ad agency

Question 60

According to the text,which of the following creates a problem in the communications process at the encoding step?

A)problems of literacy.
B)amount of budget.
C)cultural bias.
D)government regulations
E)market segment.

Question 61

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

A)Language
B)International signs
C)Physical gestures
D)Body language
E)Clothing style

Question 62

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 63

According to one advertising executive,"International advertising is almost uniformly dreadful mostly because people:

A)don't know how to read."
B)don't like advertising in general."
C)don't understand language and culture."
D)don't appreciate this form of art."
E)become conditioned to ignore advertising.

Question 64

Which of the following are considered to be major communications media in most countries?

A)newspapers and magazines
B)radio and television
C)direct mail and the Internet
D)outdoor and kiosk
E)transit and newspapers

Question 65

Olivia is checking the circulation data she has received from the ad agency regarding an upcoming international promotional campaign.Her supervisor,who has been involved in verifying similar data suggests:

A)"Divide the circulation data in two and take the result with a grain of salt."
B)"Enjoy the challenge,everything will work out."
C)"Use your domestic data as a model.It will be very similar."
D)"Why can't we get good data from our domestic media outlets?"
E)"These international media outlets are such a bargain."

Question 66

Which of the following statements about comparative advertising laws is most correct?

A)There really are no laws governing comparative advertising in the international arena.
B)Almost all laws governing this behavior are essentially the same.
C)There are laws in the Western nations governing this behavior and not in most other countries.
D)Laws vary from country to country with respect to the subject.
E)Some nations require the advertiser to submit a defamation bond.

Question 67

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

A)encoding
B)decoding
C)media channel
D)noise
E)feedback

Question 68

With respect to advertising coverage,international marketers frequently

A)offer less for coverage American consumers abroad.
B)overcome the lack of information through Internet communications.
C)send design staff to oversee international creative coverage.
D)struggle with the difficulty of reaching certain sectors of the population.
E)enjoy having alternative media readily available.

Question 69

Why do many Europeans fear satellite TV?

A)the high cost
B)the use of improper subjects for advertising
C)the emphasis on greed
D)the spread of American cultural imperialism
E)the potential for hazardous radiation

Question 70

Which of the following is considered among the patterns of television and radio advertising around the world?

A)government regulations
B)limited broadcast frequencies
C)fair and balanced
D)competitive commercial broadcasting
E)multilingual broadcasting

Question 71

Decoding problems are generally caused by:

A)improper encoding.
B)poor media choice.
C)inadequate media budget.
D)poor copywriting team.
E)cultural bias.

Question 72

The use of foreign national consumer magazines by international advertisers is notably low because:

A)most international consumer segments do not read.
B)few magazines have a large circulation and provide reliable circulation data.
C)in most international markets,consumers read American and European magazines.
D)international magazines are too explicit and incompatible with company values.
E)international marketers do not understand how to use them.

Question 73

Why is direct mail an unpopular medium in Chile?

A)because it often spreads political gossip
B)because the receiver must pay for part of the cost of the direct mail piece
C)because the government takes the names of those that receive it
D)because it is viewed as a form of pollution
E)because the Catholic Church has banned in many communities

Question 74

Which of the following is considered among the patterns of television and radio advertising around the world?

A)limited broadcast frequencies
B)multilingual broadcasting
C)non-commercial broadcasting
D)fair and balanced
E)government regulations

Question 75

People new to advertising in international markets quickly learn:

A)All consumers are alike.
B)You cannot buy what you want.
C)Television is always the best communication vehicle.
D)Literacy is not a problem anymore.
E)Only Americans like sex and humor in advertising.

Question 76

A translation that was supposed to be understood as "hydraulic ram" was instead understood to be "wet sheep." This would be a problem of:

A)encoding.
B)media selection.
C)literacy.
D)decoding.
E)attentiveness.

Question 77

If the communications process is damaged with respect to effectiveness by such factors as competitive advertising,the problem is diagnosed as being one of:

A)encoding.
B)decoding.
C)media channel.
D)noise.
E)feedback.

Question 78

The Energizer Bunny was featured in an ad in Hungry.The ad was seen by Hungarian consumers as touting a bunny toy,not a battery.This would a problem of:

A)encoding.
B)media selection.
C)literacy.
D)decoding.
E)symbolism.

Question 79

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

A)color
B)TV
C)radio
D)creativity
E)slogans

Question 80

Which of the following is considered among the patterns of television and radio advertising around the world?

A)fair and balanced
B)commercial monopolies
C)government regulations
D)multilingual broadcasting
E)limited broadcast frequencies