Deck 16: Integrated Marketing Communications and International Advertising

Question 1

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.

Answer 1

True

Question 2

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

Answer 2

True

Question 3

Feedback channels must be carefully selected if a decoded message is to reach the consumer.

Answer 3

False

Question 4

A proper feedback system allows a company to correct errors before substantial damage occurs.

Question 5

Problems of literacy, media availability, and types of media create problems in the international communications process at the encoding step.

Question 6

Contests, sweepstakes, and sponsorship of special events such as concerts are techniques used for maintaining and improving public relations.

Question 7

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

Question 8

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

Question 9

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

Question 10

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

Question 11

Errors at the receiver end of the international communications process can be avoided if the message is encoded properly.

Question 12

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

Question 13

While developing an international advertisement campaign, the last step of the process is executing the campaign.

Question 14

Uncontrollable and unpredictable influences such as competitive activities and confusion that detract from the process of communication are called feedback.

Question 15

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

Question 16

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

Question 17

The feedback step of the international communications process is unrelated to the effectiveness of the other steps.

Question 18

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

Question 19

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.

Question 20

Other sales personnel are a source of noise in the international communications process.

Question 21

Which statement best defines the concept of public relations?

A) It is the practice of using the public to promote a company's products through vehicles like blogs.
B) It is the direct sale of goods at discount rates to the public at trade fairs.
C) It the creation of relationships with the media to help communicate messages to their customers, the general public, and governmental regulators.
D) It is the distribution of samples and coupons directly to the public.
E) It is the use of various forms of promotions to improve relationships with customers..

Question 22

Integrated marketing communications include

A) marketing management.
B) research and development.
C) human resources.
D) logistics.
E) advertising.

Question 23

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

A) consumer product trial or immediate purchase.
B) reducing advertising expenses.
C) discouraging stores from stocking a product.
D) eliminating the need for retail point-of-purchase displays.
E) long-term performance of a product.

Question 24

International advertisers use foreign national consumer magazines extensively because they have dependable circulation figures.

Question 25

With some exceptions, usually a majority of the population of less developed countries can be reached readily through the traditional mass medium of advertising.

Question 26

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

Question 27

As advertising agencies have expanded internationally, local agencies have virtually disappeared.

Question 28

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

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

Question 29

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

A) demonstrations.
B) personal selling services.
C) direct mailing services.
D) public relations.
E) communication channels.

Question 30

In the context of international advertising, search engines have now become crucial directors of Internet users' attention.

Question 31

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

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

Question 32

Satellites have the ability to span a wide geographical region covering many different cultures.

Question 33

Which element of integrated marketing communications includes encouraging the press to cover positive stories about companies and managing unfavorable rumors, stories, and events?

A) public relations
B) direct selling
C) crisis management
D) personal selling
E) sales promotion

Question 34

In-store demonstrations, samples, coupons, contests, and sweepstakes are examples of ________ devices.

A) personal selling
B) sales promotions
C) content marketing
D) direct selling
E) public relations

Question 35

In spite of their inherent entertainment value, radio and television have not been able to become major communications media in most nations.

Question 36

Since 2007, FedEx has contributed millions to the PGA Tour, and as its most lucrative donor, an event is named after the company. This is an example of

A) an entrepreneurship.
B) sustainability.
C) governance.
D) a bribe.
E) a sponsorship

Question 37

The French government until recently forbade TV ads for retailers, publishing, cinema, and the press.

Question 38

Industrial advertisers rarely use direct mail for advertising.

Question 39

Sales promotions are

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.

Question 40

International advertisers prefer global television (satellite broadcasts) due to the availability of accurate market data in most countries.

Question 41

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.

A) feedback
B) decoding
C) amplification
D) encoding
E) message selection

Question 42

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

A) opt for localized promotional campaigns.
B) opt for greater customization of promotional efforts.
C) promote their products only in English.
D) use only the Internet as their message channel.
E) choose more standardized promotional efforts.

Question 43

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?

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

Question 44

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

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

Question 45

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

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

Question 46

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

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

Question 47

A multinational pharmaceutical 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 step of the international communications process?

A) encoding
B) noise cancellation
C) media channel selection
D) message transmission
E) information source selection

Question 48

The sales force of a company that provides the company's product specifications to the customer acts as a(n)

A) decoder.
B) interpreter.
C) receiver.
D) message channel.
E) noise.

Question 49

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.

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

Question 50

Using the Internet as a communication medium when only a small percentage of an intended market has access to it is an example of an error related to

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

Question 51

An international marketing executive with a product message to communicate specifically acts as a(n)

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

Question 52

What is an example of the primary function of a product?

A) the ability of a camera to take a picture
B) the design and form factor of a phone
C) the color of a cell phone
D) the prestige associated with driving a car
E) the shape of speakers

Question 53

When developing an international advertisement campaign, what is the first step of the process?

A) Compose and secure a budget based on what is required to meet goals.
B) Specify the goals of the communication.
C) Select effective media.
D) Execute the campaign.
E) Perform marketing research.

Question 54

In an international advertising campaign, what happens once the goals of the communication have been specified?

A) Develop the most effective message(s) for the market segments selected.
B) Compose and secure a budget.
C) Select effective media.
D) Execute the campaign.
E) Evaluate the campaign relative to the goals specified.

Question 55

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?

A) selecting a message source
B) encoding
C) selecting a message channel
D) decoding
E) noise

Question 56

________ is defined as the interpretation by the receiver of the symbolism transmitted from an information source.

A) Encoding
B) Message selection
C) Decoding
D) Message channel selection
E) Feedback evaluation

Question 57

During which step of the international communications process does the receiver of the message interpret symbolism transmitted from an information source?

A) selecting a message
B) encoding
C) selecting a message channel
D) decoding
E) identifying the sources of noise

Question 58

During ________, the message from the source is converted into effective symbolism for transmission to a receiver.

A) interpretation
B) scrambling
C) standardizing
D) decoding
E) encoding

Question 59

Corporate ________ might be classified as an aspect of sales promotions or public relations, though they also bear a connection to advertising.

A) entrepreneurships
B) sustainability
C) governance
D) espionage
E) sponsorships

Question 60

Janel, a media consultant, is helping the integrated marketing communications manager of a French cosmetics company with the design and content to be used in an upcoming promotional campaign in Japan. The IMC manager knows what to convey but wants to word it in a culturally relevant manner. With which step of the international communications process is Janel helping the company?

A) encoding of the message
B) choosing an appropriate channel for the message
C) decoding of the message
D) providing feedback from customers
E) reducing noise from competing ad campaigns

Question 61

________ is especially important when an advertising budget is small, where there are severe production limitations, or where there are low literacy rates.

A) Class distinction
B) Politicization
C) Standardization
D) Creativity
E) Following a formula

Question 62

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

A) knowledge of how to use the Internet
B) accessibility outside the United States
C) government regulations on the use of the Internet
D) difficulty in tracking the effectiveness of advertisements on the Internet
E) cost of using the Internet

Question 63

Direct mail is an unpopular medium in Chile because

A) the literacy level in Chile is extremely low.
B) customers must pay for every item delivered by the letter carrier.
C) it uses paper; hence, it is considered a threat to the environment.
D) its reach is extremely limited.
E) it is subject to complicated government regulations.

Question 64

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

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

Question 65

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.

A) length and number
B) religious content
C) subliminal messaging
D) cost
E) ethnic focus

Question 66

What is especially vulnerable as EU member states decide which area of regulation should apply to these services?

A) newspaper advertising
B) radio advertising
C) outdoor services
D) personal selling
E) Internet services

Question 67

What is an example of comparative advertising?

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 brand
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 68

Blogs, virtual worlds, and video sharing are examples of media commonly known as

A) global media.
B) local media.
C) social media.
D) Texas Visual Imaging.
E) widespread media.

Question 69

Which statement about advertising laws is correct?

A) Advertising of pharmaceuticals is unrestricted in most countries.
B) Toy, tobacco, and liquor advertising is restricted in numerous countries.
C) Advertising on television is unregulated in most countries.
D) The Internet is the only medium where no restrictions exist in any country.
E) Television ads are exempted from tax in all countries.

Question 70

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

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

Question 71

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

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

Question 72

Billboards are especially useful in countries:

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 ineffective.
E) where people prefer buying in small quantities.

Question 73

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

A) Newspapers and magazines
B) Radio and television
C) Newspapers and billboards
D) Billboards and television
E) Radio and newspapers

Question 74

Compensation arrangements for advertising agencies throughout the world are based on the U.S. system of ________ commissions.

A) 15 percent
B) 25 percent
C) consistent
D) no
E) shared

Question 75

Which medium suffer(s) from issues such as difficulty in assessing taxes, unfair competition, import duties, and privacy?

A) the radio
B) direct mail
C) magazines
D) newspapers
E) the Internet

Question 76

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

A) selecting a proper message
B) encoding the message
C) selecting an appropriate channel of communication
D) decoding the message
E) feedback

Question 77

The ________ step in the international communications process refers to the information about the effectiveness of the message that flows from the receiver back to the information source for evaluation of the effectiveness of the process.

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

Question 78

One of the drawbacks of satellite TV is

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.

Question 79

What is true of the newspaper industry?

A) In many countries, newspapers hardly have any trouble achieving complete market coverage.
B) Most U.S. cities have three or four major daily newspapers.
C) In many countries, there is a time lag before advertisements can be run in a newspaper.
D) Since there is an indication that the space for advertising is paid for, it is easy to tell exactly how much advertising appears in a given newspaper.
E) Japan has more than 15 national daily newspapers, but the circulation numbers are low.

Question 80

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

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) performing in-country testing with the target consumer group.
E) using facial expressions and physical gestures in the advertisement.