Question 1

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

Accepted Answer

A)  Public relations and advertising. 
B)  Direct selling and trade shows. 
C)  Advertising and personal selling. 
D)  Public relations and sales promotions. 
E)  Direct selling and sales promotions. 
A)  Public relations and advertising. 
B)  Direct selling and trade shows. 
C)  Advertising and personal selling. 
D)  Public relations and sales promotions. 
E)  Direct selling and sales promotions. C

Question 2

_____ in advertising is a thorny issue, because most member countries of the European Commission have different interpretations of what constitutes a misleading advertisement.

Accepted Answer

A)  Discrimination 
B)  Endorsement 
C)  Deception 
D)  Plagiarism 
E)  Fear mongering 
A)  Discrimination 
B)  Endorsement 
C)  Deception 
D)  Plagiarism 
E)  Fear mongering C

Question 3

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

Accepted Answer

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.

Question 4

In the context of media planning and analysis, billboards are especially useful in countries:

Accepted Answer

A)  with high income levels. 
B)  where the laws governing the Internet are very complicated. 
C)  with high illiteracy rates. 
D)  where sales promotions are not efficacious. 
E)  where people prefer buying in small quantities. 
A)  with high income levels. 
B)  where the laws governing the Internet are very complicated. 
C)  with high illiteracy rates. 
D)  where sales promotions are not efficacious. 
E)  where people prefer buying in small quantities.

Question 5

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

Accepted Answer

At the encoding stage factors such as co

Question 6

A reason for the failure of marketing communications is that the message received by the intended audience is not understood because of different cultural interpretations.

Accepted Answer

A) True 
 B)False

Question 7

One of the drawbacks of satellites is:

Accepted Answer

A)  the cost of creating a high quality ad for satellite television. 
B)  the limited market penetration of satellite television. 
C)  the number of intermediaries required for satellite service transmission. 
D)  the government regulations placed on satellite advertising. 
E)  their ability to span a wide geographical region. 
A)  the cost of creating a high quality ad for satellite television. 
B)  the limited market penetration of satellite television. 
C)  the number of intermediaries required for satellite service transmission. 
D)  the government regulations placed on satellite advertising. 
E)  their ability to span a wide geographical region.

Question 8

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 _____.

Accepted Answer

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

Question 9

Sales promotions constitute the major portion of the promotional effort in rural and less accessible parts of a market.

Accepted Answer

A) True 
 B)False

Question 10

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.

Accepted Answer

A)  length and number 
B)  religious content 
C)  subliminal messaging 
D)  superlative description 
E)  ethnic derision 
A)  length and number 
B)  religious content 
C)  subliminal messaging 
D)  superlative description 
E)  ethnic derision

Question 11

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

A)  Selecting a message source 
B)  Encoding 
C)  Selecting a message channel 
D)  Decoding 
E)  Noise 
A)  Selecting a message source 
B)  Encoding 
C)  Selecting a message channel 
D)  Decoding 
E)  Noise

Question 12

Industrial advertisers rarely use direct mail for advertising.

Accepted Answer

A) True 
 B)False

Question 13

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

Accepted Answer

A)  Cross-cultural communication between a foreign client and a local agency can be problematic. 
B)  A multinational agency always has the best feel for a market. 
C)  A multinational agency provides the best cultural interpretation in a situation in which local modification is required. 
D)  A local domestic agency may provide a company with a high level of sophistication. 
E)  Agency commission patterns are consistent throughout the world. 
A)  Cross-cultural communication between a foreign client and a local agency can be problematic. 
B)  A multinational agency always has the best feel for a market. 
C)  A multinational agency provides the best cultural interpretation in a situation in which local modification is required. 
D)  A local domestic agency may provide a company with a high level of sophistication. 
E)  Agency commission patterns are consistent throughout the world.

Question 14

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

Accepted Answer

A)  the Internet and social networking forums. 
B)  personal selling initiatives. 
C)  radio and television broadcasting. 
D)  trade shows and exhibitions. 
E)  direct selling and sales promotions. 
A)  the Internet and social networking forums. 
B)  personal selling initiatives. 
C)  radio and television broadcasting. 
D)  trade shows and exhibitions. 
E)  direct selling and sales promotions.

Question 15

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

Accepted Answer

A)  Advertising taxation 
B)  Political structure 
C)  Power distance 
D)  Cultural traits 
E)  Technological development 
A)  Advertising taxation 
B)  Political structure 
C)  Power distance 
D)  Cultural traits 
E)  Technological development

Question 16

Describe the essential elements of an international communications process.

Accepted Answer

The essential elements of a communicatio

Question 17

Define sales promotion.

Accepted Answer

Sales promotions are marketing activitie

Question 18

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

A)  Price of the product. 
B)  Benefits offered by the product. 
C)  Services offered along with the product. 
D)  The place of offering the product. 
E)  Advertisement of the product. 
A)  Price of the product. 
B)  Benefits offered by the product. 
C)  Services offered along with the product. 
D)  The place of offering the product. 
E)  Advertisement of the product.

Question 19

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

Accepted Answer

A)  a different advertising appeal. 
B)  a different primary function. 
C)  consistent promotional messages. 
D)  a standardized marketing strategy. 
E)  standardized secondary attributes. 
A)  a different advertising appeal. 
B)  a different primary function. 
C)  consistent promotional messages. 
D)  a standardized marketing strategy. 
E)  standardized secondary attributes.

Question 20

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

Accepted Answer

A)  developing messages 
B)  selecting effective media 
C)  executing the campaign 
D)  composing and securing a budget 
E)  specifying the goals of the communication 
A)  developing messages 
B)  selecting effective media 
C)  executing the campaign 
D)  composing and securing a budget 
E)  specifying the goals of the communication

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

_____ in advertising is a thorny issue, because most member countries of the European Commission have different interpretations of what constitutes a misleading advertisement.

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

In the context of media planning and analysis, billboards are especially useful in countries:

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

A reason for the failure of marketing communications is that the message received by the intended audience is not understood because of different cultural interpretations.

One of the drawbacks of satellites is:

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 _____.

Sales promotions constitute the major portion of the promotional effort in rural and less accessible parts of a market.

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.

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?

Industrial advertisers rarely use direct mail for advertising.

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

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

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

Describe the essential elements of an international communications process.

Define sales promotion.

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?

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.

The Scope and Challenge of International Marketing

The Dynamic Environment of International Trade

History and Geography: The Foundations of Culture

Cultural Dynamics in Assessing Global Markets

Culture, Management Style, and Business Systems

The Political Environment: a Critical Concern

The International Legal Environment: Playing by the Rules

Developing a Global Vision Through Marketing Research

Economic Development and the Americas

Europe, Africa, and the Middle East

Asia Pacific Region

Global Marketing Management: Planning and Organization

Products and Services for Consumers

Products and Services for Businesses

International Marketing Channels

Personal Selling and Sales Management

Pricing for International Markets

Negotiating With International Customers, Partners, and Regulators

Filters

Exam 16: Integrated Marketing Communications and International Advertising

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

_____ in advertising is a thorny issue, because most member countries of the European Commission have different interpretations of what constitutes a misleading advertisement.

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

In the context of media planning and analysis, billboards are especially useful in countries:

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

A reason for the failure of marketing communications is that the message received by the intended audience is not understood because of different cultural interpretations.

One of the drawbacks of satellites is:

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 _____.

Sales promotions constitute the major portion of the promotional effort in rural and less accessible parts of a market.

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.

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?

Industrial advertisers rarely use direct mail for advertising.

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

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

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

Describe the essential elements of an international communications process.

Define sales promotion.

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?

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.

The Scope and Challenge of International Marketing

The Dynamic Environment of International Trade

History and Geography: The Foundations of Culture

Cultural Dynamics in Assessing Global Markets

Culture, Management Style, and Business Systems

The Political Environment: a Critical Concern

The International Legal Environment: Playing by the Rules

Developing a Global Vision Through Marketing Research

Economic Development and the Americas

Europe, Africa, and the Middle East

Asia Pacific Region

Global Marketing Management: Planning and Organization

Products and Services for Consumers

Products and Services for Businesses

International Marketing Channels

Personal Selling and Sales Management

Pricing for International Markets

Negotiating With International Customers, Partners, and Regulators

Filters