Exam 16: Integrated Marketing Communications and International Advertising

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

Most toy manufacturers would agree that toys cannot be marketed profitably in countries without commercial television advertising directed toward children. In this scenario, commercial television advertising exemplifies the availability of appropriate _____.

For most companies, trade shows and direct selling are the major components in the marketing communications mix.

Sales promotions are long-term IMC efforts directed to the consumer or retailer.

The role of public relations is to create good relationships with the popular press and other media to help companies communicate messages to their publics-customers, the general public, and governmental regulators.

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

How does cultural diversity influence the IMC process? Give examples.

When a message from a source is converted into effective symbolism for transmission to a receiver, the message is said to have been decoded.

Of all the elements of the marketing mix, decisions involving which of the following is most often affected by cultural differences among country markets?

Different cultures often seek the same value or benefits from the primary function of a product.

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

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

Describe the essential elements of an international communications process.

_____ are considered to be major communications media in most countries due to their inherent entertainment value.

In the context of international advertising, companies are moving from the commission system to a _____ system.

_____ might be classified as an aspect of sales promotions or public relations, though their connections to advertising are also manifest.

Which of the following steps of the international communications process is important as a check on the effectiveness of the other steps?

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.

Explain the significance of social media as a marketing tool.

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