Question 1

Social media such as blogs and social networking permits consumers to:

Accepted Answer

A)  obtain discounts on the brands they endorse on their blogs. 
B)  obtain free Internet access that is supported by brand ads. 
C)  create content about brands whether marketers like it or not. 
D)  contact the manufacturer directly about warranty issues. 
E)  become authorized virtual brand agents for the product manufacturers.

Question 2

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

Accepted Answer

A)  encoding 
B)  message selection 
C)  decoding 
D)  message channel selection 
E)  feedback evaluation

Question 3

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

Accepted Answer

The answer of In an international advertising process, what factors...

Question 4

In the communications process in advertising, during the _____ stage, a consumer takes certain actions to respond to a decoded message.

Accepted Answer

A)  feedback 
B)  receiver 
C)  message channel selection 
D)  encoding 
E)  source identification

Question 5

A majority of the population of less developed countries can be reached readily through the traditional mass medium of advertising.

Accepted Answer

A) True 
 B)False

Question 6

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

Accepted Answer

A) True 
 B)False

Question 7

_____ suffer(s) from issues such as difficulty in assessing taxes, unfair competition, import duties, and privacy.

Accepted Answer

A)  The radio 
B)  Direct mail 
C)  Magazines 
D)  Newspapers 
E)  The Internet

Question 8

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

Accepted Answer

The answer of How does cultural diversity influence the IMC...

Question 9

Feedback channels must be carefully selected if an encoded message is to reach the consumer.

Accepted Answer

A) True 
 B)False

Question 10

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

Accepted Answer

A)  decoder 
B)  information source 
C)  receiver 
D)  encoder 
E)  noise source

Question 11

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 IMC process did Meta Garbon go wrong?

Accepted Answer

A)  Information source selection. 
B)  Selection of message channel. 
C)  Encoding. 
D)  Decoding. 
E)  Noise cancellation.

Question 12

In which of the following countries is the time spent on social media sites the highest?

Accepted Answer

A)  Britain 
B)  United States 
C)  Israel 
D)  Spain 
E)  Italy

Question 13

Which of the following are considered to be major communications media in most countries due to their inherent entertainment value?

Accepted Answer

A)  Newspapers and magazines. 
B)  Radio and television. 
C)  Newspapers and the Internet. 
D)  Billboards and television. 
E)  Radio and newspapers.

Question 14

Errors at the receiver end of the international communications process do not occur if the message is encoded properly.

Accepted Answer

A) True 
 B)False

Question 15

The only way to avoid linguistic problems in advertising communication is by:

Accepted Answer

A)  creating an entirely new advertisement for the new market. 
B)  using only English in all media promotions. 
C)  developing a new version of the product for the new market. 
D)  in-country testing with the target consumer group. 
E)  using facial expressions and physical gestures in the advertisement.

Question 16

In the context of international advertising, _____ is the neon capital of the world.

Accepted Answer

A)  Paris 
B)  Honk Kong 
C)  London 
D)  Sydney 
E)  Brasília

Question 17

Using newspapers or magazine ads as a channel of communication when the majority of the intended users are illiterate, 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 18

Which of the following is an example of comparative advertising?

Accepted Answer

A)  An ad using a scantily clad model to promote a soft drink. 
B)  An ad showing a celebrity smoking his preferred brand of cigarettes. 
C)  An ad showing a dog choosing one brand of dog food over another. 
D)  An ad showing the superiority of synthetic materials used in its products as compared to cotton. 
E)  An ad using shocking or taboo material to promote a product.

Question 19

Due to their inherent entertainment value, satellite TV and the Internet have become major communications media in almost all nations.

Accepted Answer

A) True 
 B)False

Question 20

In the context of integrated marketing communications, in many markets, the availability of appropriate _____ to customers can determine entry decisions.

Accepted Answer

A)  demonstrations 
B)  cultural appeal 
C)  technological aid 
D)  services 
E)  communication channels

Exam 16: Integrated Marketing Communications and International Advertising

Social media such as blogs and social networking permits consumers to:

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

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

In the communications process in advertising, during the _____ stage, a consumer takes certain actions to respond to a decoded message.

A majority of the population of less developed countries can be reached readily through the traditional mass medium of advertising.

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

_____ suffer(s) from issues such as difficulty in assessing taxes, unfair competition, import duties, and privacy.

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

Feedback channels must be carefully selected if an encoded message is to reach the consumer.

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

In which of the following countries is the time spent on social media sites the highest?

Which of the following are considered to be major communications media in most countries due to their inherent entertainment value?

Errors at the receiver end of the international communications process do not occur if the message is encoded properly.

The only way to avoid linguistic problems in advertising communication is by:

In the context of international advertising, _____ is the neon capital of the world.

Using newspapers or magazine ads as a channel of communication when the majority of the intended users are illiterate, is an example of ineffective _____ in the communications process.

Which of the following is an example of comparative advertising?

Due to their inherent entertainment value, satellite TV and the Internet have become major communications media in almost all nations.

In the context of integrated marketing communications, in many markets, the availability of appropriate _____ to customers can determine entry decisions.