Question 1

Sales promotions are

Accepted Answer

A)   marketing activities that stimulate consumer purchases and improve retailer or middlemen effectiveness and cooperation.
B)   long-term efforts directed to a manufacturer or supplier.
C)   composed of activities that encourage the press to cover positive stories about companies.
D)   ineffective in markets where consumers are hard to reach.
E)   the only element of the marketing mix that are affected by cultural differences among country markets. A

Question 2

One of the drawbacks of satellite TV 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)   governments' fear of a loss of control over their airwaves and messages. E

Question 3

In international advertising, an advertiser should consider availability, cost, and coverage of media.

Accepted Answer

A) True 
 B)False  True

Question 4

_______ allows ESPN to fill blank walls, streets, or stadium sidings with computer-generated visuals that look like they belong in the scene.

Accepted Answer

A)   Self-extracting archive
B)   Princeton Video Imaging
C)   High Definition Television
D)   HighMAT (High Performance Media Access Technologies) 
E)   Conditional Access System

Question 5

Which element 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

Question 6

Different cultures usually seek different values or benefits from the primary function of a product.

Accepted Answer

A) True 
 B)False

Question 7

A manufacturer of sports bicycles uses various cycling legends and sports celebrities as brand ambassadors to promote its product in China. Bicycles in China are used mainly by the working class for commuting, not sports, so the promotional campaign was a failure. During which step of the international communications process did the manufacturer most likely go wrong?

Accepted Answer

A)   information source
B)   message channel
C)   encoding
D)   decoding
E)   noise cancellation

Question 8

Industrial advertisers rarely use direct mail for advertising.

Accepted Answer

A) True 
 B)False

Question 9

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

Accepted Answer

A)   taxation
B)   language
C)   demographics
D)   cultural focus
E)   channels

Question 10

Using newspapers or magazine ads as a channel of communication when the majority of the intended users cannot read is an example of ineffective ________ in the communications process.

Accepted Answer

A)   feedback
B)   media channel selection
C)   noise
D)   market selection
E)   message selection

Question 11

________ 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

Question 12

An especially effective promotional tool when a product concept is new or has a very small market share is

Accepted Answer

A)   sponsorship.
B)   sweepstakes.
C)   product sampling.
D)   contests.
E)   product tie-ins.

Question 13

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

Accepted Answer

A)   linear.
B)   supplemental.
C)   minimal.
D)   cyclical.
E)   one-time only.

Question 14

In the context of advertising, a marketer's self-reference criterion (SRC) may affect the ultimate success of the communication.

Accepted Answer

A) True 
 B)False

Question 15

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

Accepted Answer

A)   different advertising appeals.
B)   different primary functions.
C)   consistent promotional messages.
D)   standardized marketing strategies.
E)   standardized secondary attributes.

Question 16

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

Accepted Answer

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

Question 17

Sales promotions are marketing activities that stimulate consumer purchases and improve retailer or middlemen effectiveness and cooperation.

Accepted Answer

A) True 
 B)False

Question 18

What is true of advertising agencies for international advertising?

Accepted Answer

A)   The 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)   Only a multinational agency can provide the best cultural interpretation in a situation in which local modification is required.
D)   Only a local domestic agency can provide a company with a high level of sophistication.
E)   Agency commission patterns are consistent throughout the world.

Question 19

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

Accepted Answer

A)   tactical
B)   standardized
C)   reward-by-results
D)   self-regulation
E)   business-to-business

Question 20

What are the major components in the marketing communications mix for most companies?

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

Exam 16: Integrated Marketing Communications and International Advertising

Sales promotions are

One of the drawbacks of satellite TV is

In international advertising, an advertiser should consider availability, cost, and coverage of media.

_______ allows ESPN to fill blank walls, streets, or stadium sidings with computer-generated visuals that look like they belong in the scene.

Which element 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?

Different cultures usually seek different values or benefits from the primary function of a product.

Industrial advertisers rarely use direct mail for advertising.

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

Using newspapers or magazine ads as a channel of communication when the majority of the intended users cannot read is an example of ineffective ________ in the communications process.

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

An especially effective promotional tool when a product concept is new or has a very small market share is

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

In the context of advertising, a marketer's self-reference criterion (SRC) may affect the ultimate success of the communication.

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

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

Sales promotions are marketing activities that stimulate consumer purchases and improve retailer or middlemen effectiveness and cooperation.

What is true of advertising agencies for international advertising?

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

What are the major components in the marketing communications mix for most companies?