Exam 16: Integrated Marketing Communications and International Advertising

Cremics, a multinational drug manufacturing company, used a saffron trident in a promotional campaign for one of its 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?

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.

Direct mail is an unpopular medium in Chile because:

In the context of consumer products, which of the following is the major limitation of the Internet?

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

In an international advertising process, what factors must be considered by an advertiser while selecting a medium?

Describe the role of public relations (PR).

Meta Garbon, a manufacturer of sports bicycles, in a bid to tap the enormous market for bicycles in China promote their cycles as premium sporting and leisure bicycles. They use various cycling legends and sports celebrities as brand ambassadors and use television, radio, and newspapers as media. Bicycles in China are used mainly by the working class for commutation, and the main users of bicycles did not relate to Meta Garbon's products, and the promotional campaign was a failure. During which of the following steps of the international communications process did Meta Garbon most likely go wrong?

Television is an advertising medium with no restrictions in most countries.

In the context of international advertising, advertisers prefer global television (satellite broadcasts) due to the availability of accurate market data in most countries.

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

The _____ step in the international communications process refers to the information about the effectiveness of the message that flows from the receiver (the intended target) back to the information source for evaluation of the effectiveness of the process.

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

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

When a marketing executive advertises his product in a newspaper, the newspaper acts as a feedback channel.

Sales promotions are short-term efforts directed to the consumer or retailer to achieve specific objectives such as:

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

Competitive advertising is a source of noise in the international communications process.

One of the drawbacks of satellites, which is also their strength, is: