Question 1

Characteristics of ethnic print media include all of the following EXCEPT:

Accepted Answer

The statement in option (B) is not accurate, as major newspaper chains are actually introducing ethnic publications for the Asian-American market. All the other options describe characteristics of ethnic print media, including independent ownership, introduction of Spanish-language papers by national media companies, competition for the Hispanic market, and some lack of interest in the Asian-American market by major newspaper chains.

Question 2

When it comes to available research, which of the following is NOT true for media planners who must plan an international campaign?

Accepted Answer

The statement "Television ratings data is never found outside the United States" is not true. Television ratings data is available in many countries outside of the United States.

Question 3

The Toyopet Crown?-the first Toyota automobile imported in United States and a dismal failure-was redesigned as the Corona to suit American drivers.

Accepted Answer

The statement is true. The Toyopet Crown was not well-received in the US market, but Toyota redesigned it as the Corona and it became a success.

Question 4

Even though a one-size-fits-all strategy for international marketing will always work, significant economies of scale are another reason for international expansion.

Accepted Answer

Significant economies of scale are not a reason for international expansion, but rather a potential benefit that can be derived from it. A one-size-fits-all strategy for international marketing is also unlikely to work as market conditions, cultural differences, and regulatory environments vary across countries.

Question 5

Many American consumers do not know or care whether a brand is made by an overseas company.

Accepted Answer

According to a survey by PwC, only 37% of US consumers said that it matters to them whether a brand is American-made, while 43% said it does not matter and 20% were unsure.

Question 6

Which of the following is NOT true regarding the growing importance of multiethnic consumers?

Accepted Answer

The statement "expanding slower than the general population" is not true. In fact, multiethnic populations are expanding faster than the general population and companies need to recognize this trend and adjust their marketing and workforce accordingly.

Question 7

The fact that a number of major U.S. companies are spending more than 50 percent of their advertising budgets abroad indicates a trend toward more global selling and an opportunity for future growth in marketing and advertising.

Accepted Answer

The statement is true as it indicates a trend towards more global selling and potential growth in marketing and advertising.

Question 8

The strange paradox in today's international marketplace is that as our communications capability has increased at the same time a growing sense of nationalism and increasing protectionism impede expansion into foreign markets.

Accepted Answer

The statement describes a paradox where increased communication technology should allow for easier expansion into foreign markets, but a sense of nationalism and protectionism is actually impeding this expansion.

Question 9

Among other so-called ethnic minorities, Asian-Americans comprise about ________ percent and Native Americans comprise less than ________ percent of the total U.S. population.

Accepted Answer

According to the U.S. Census Bureau (2018), Asian-Americans make up about 5.9% of the total U.S. population, and Native Americans (including Alaska Natives) make up about 2.8%. Therefore, the closest option to the correct answer would be C, with Asian-Americans comprising about 5% and Native Americans less than 1%.

Question 10

The basic motivation of multinationals to make a profit by selling their excess and obsolete merchandise to other countries.

Accepted Answer

The basic motivation of multinationals is to expand their market reach, increase their profits through economies of scale, and tap into new consumer bases, rather than just selling excess and obsolete merchandise.

Question 11

Which of the following is NOT true regarding the Hispanic market in the United States?

Accepted Answer

The Hispanic population in the United States does increase the overall demographic, but it does not necessarily age it. Therefore, option B is not true.

Question 12

In the coming decade, New York will become the largest city on Earth due to increases in immigration.

Accepted Answer

The claim is not supported by any reliable data or evidence. While New York City is certainly a popular destination for immigrants, there are many other factors that affect population growth and city size. It is also important to note that other cities, particularly in Asia and Africa, are experiencing even faster rates of urbanization and population growth.

Question 13

The Asian-American market is even more difficult to reach through ethnic networks for all of the following reasons EXCEPT:

Accepted Answer

The other options mention factors that make it difficult to reach the Asian-American market, such as diversity of languages, similar dialects, and media competition. However, there is no evidence to suggest that there is a lack of media usage among this ethnic group. In fact, many Asian-Americans are highly educated and have high incomes, suggesting that they are likely to be active media consumers.

Question 14

Likely causes for faulty information on ethnic markets include all of the following EXCEPT:

Accepted Answer

Choice A is incorrect because having either little or bad contact information would likely contribute to faulty information on ethnic markets, not be an exception.

Question 15

Which of the following is NOT an area of legal prohibitions that international advertisers need understand?

Accepted Answer

Print advertising is not an area of legal prohibition, as it can be governed by the same standards of truth and comparative advertising guidelines as other forms of advertising. However, international advertisers still need to understand legal regulations related to internet advertising, advertising to children, standards of truth, and comparative advertising.

Question 16

Hyper-consumerism is one of the issues at the root of negative attitudes toward American products and brands.

Accepted Answer

Hyper-consumerism, the excessive and unsustainable consumption of goods and resources, is often associated with American culture and is seen as a negative trait by many people around the world. This can lead to negative attitudes toward American products and brands that are perceived as contributing to the problem.

Question 17

The global business revolution of the last decade is a communications revolution that has resulted in demands for more open political systems, which leads to demands for more economic choice.

Accepted Answer

The communication revolution has allowed for increased transparency and demand for more open political systems, which in turn leads to the desire for more economic choices.

Question 18

The ethnic market most likely to receive attention in the American marketplace in the near future is:

Accepted Answer

Hispanics are the largest and fastest-growing ethnic group in the United States, currently representing 18% of the population and projected to grow to 29% by 2060. As a result, companies are increasingly focused on catering to this market with Hispanic-specific products, advertising, and outreach.

Question 19

Penetration of Internet communication is growing in every sector of the globe, with only Africa lagging in average usage rates.

Accepted Answer

According to various statistics, the penetration of Internet communication is indeed growing globally, with Africa having lower usage rates compared to other continents.

Question 20

Estimates regarding the U.S. population are that by 2050:

Accepted Answer

The answer of Estimates regarding the U.S. population are that...

Quiz 23: International Advertising