Exam 12: Marketing Communications

What are the two main concerns when selecting media to purchase?

No promotional tool should be used in isolation or without regard to the other tools; hence, there is a trend toward integrated marketing communications or the IMC process.

Encoding the message is converting information into a symbolic form that is sent to the receiver.

There are three stages to the international business negotiation process and they are foundation, situation, and exploitation.

Database marketing allows the creation of an individual relationship with each customer or prospect.

Identify the term describing the tools the international marketer has available to form a total communications program.

The path through which the message movers from source to receiver is called which of these?

The elements of the promotional mix are media, methods, mechanicals and motivation.

What is the first step in developing a communications strategy?

If the exporter is in the position to define the __________ clearly, the choice of media will be easier and more effective.

Which is the best method for international buyer-seller negotiations?

Identify the following: Any form of nonpersonal presentation of ideas, goods or services by an identified sponsor, with predominant use of mass communication.

The human voice is not considered a message channel.

Once a sender has placed a message into a channel or set of channels and directed it to the intended destinations, the completion of the process is dependent on the receiver:

In effective communication, there are four elements, the sender, the syncopator, the receiver and the refractor.

Interference in the message transmission including environmental sounds, lack of receiver focus and other aural pollution is known as contrafusion.

Any form of non-paid, commercially significant news or editorial comment about ideas, products or institutions is identified as:

Advertising is considered what kind of marketing strategy?

What is one reason that the text cites as support of the idea that the Internet is beneficial to marketing?

What is the dual purpose of effective and efficient communication?