Question 1

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

Accepted Answer

Once a message to be communicated is finalized, it must be encoded. During encoding the message from the source converted into effective symbolism for transmission to a receiver.

Question 2

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

Accepted Answer

In many cases, standardized products may be marketed globally. But because of differences in cultures, they still require a different advertising appeal in different markets.

Question 3

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

Accepted Answer

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

Question 4

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

Accepted Answer

Global mass media advertising is a powerful tool for cultural change, and as such, it receives continuing scrutiny by a wide variety of institutions.

Question 5

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

Accepted Answer

The interpretation by the receiver of the symbolism transmitted from the information source is known as decoding.

Question 6

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

Accepted Answer

A market offering really is a bundle of satisfactions the buyer receives. This package of satisfactions, or utilities, includes the primary function of the product or service, along with many other benefits imputed by the values and customs of the culture.

Question 7

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

Accepted Answer

Decoding is defined as the interpretation by the receiver of the symbolism transmitted from the information source.

Question 8

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

Accepted Answer

In a communication process, during the receiver stage, a consumer takes certain actions to respond to a decoded message.

Question 9

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

Accepted Answer

One important study has shown that advertising expenditures are generally cyclical, though less so in relationship-oriented countries where managers and regulators favor stability and long-term performance.

Question 10

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

Accepted Answer

The emergence of pan-European communications media is enticing many companies to push the balance toward more standardized promotional efforts. As media coverage across Europe expands, it will become more common for markets to be exposed to multiple messages and brands of the same product.

Question 11

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

Accepted Answer

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

Question 12

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

Accepted Answer

The sales force and/or advertising media convey the encoded message to the intended receiver and thus it acts as a message channel.

Question 13

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.

Accepted Answer

Errors such as using the Internet as a medium when only a small percentage of an intended market has access to the Internet, or using print media for a channel of communications when the majority of the intended users cannot read or do not read the language in the medium, are examples of ineffective media channel selection in the communications process.

Question 14

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?

Accepted Answer

The encoding step causes problems even with a "proper" message. At this step, such factors as color, timing, values, beliefs, humor, tastes, and appropriateness of spokespersons can cause the international marketer to symbolize the message incorrectly.

Question 15

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.

Accepted Answer

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

Question 16

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

Accepted Answer

The steps to be performed for developing an international advertisement 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.

Question 17

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?

Accepted Answer

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

Question 18

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?

Accepted Answer

The encoding step can cause problems even with a "proper" message. At this step, such factors as color, timing, values, beliefs, humor, tastes, and appropriateness of spokespersons can cause the international marketer to symbolize the message incorrectly.

Question 19

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?

Accepted Answer

Noise comprises various 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.

Question 20

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

Accepted Answer

In an international communications process, an international marketing executive with a product message to communicate acts as an information source.

Quiz 16: Integrated Marketing Communications and International Advertising

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

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

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

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

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

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

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

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

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

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

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

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

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.

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.

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

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?

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?

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