Deck 16: Integrated Marketing Communications and International Advertising

Question 1

In many of the world's marketplaces, a broad variety of media must be utilized to reach the majority of the market. Explain.

Answer 1

Due to the uneconomical division of media coverage, a large amount of media must be engaged to cover a majority of the market. If an advertiser wants to reach his total market, the expenditure he will have to incur in using a broad variety of media is great. The media competitors have segmented the market so that one must employ most of them in a successful campaign.

Question 2

Cinema advertising is unimportant in the United States but a major media in such countries as Austria. Why

Answer 2

Austria has 20 percent of all advertising in cinema as a solution to its huge taxes against the other media; and the effectiveness of this type of advertising is reflected by its dollar expenditure in this medium-11 percent of the total ad expenditure in the country per year.

Question 3

"Foreign newspapers obviously cannot be considered as homogeneous advertising entities." Explain.

Answer 3

Literacy rates vary, and this results in coverage not being constant (selective rather than intensive). Many countries have too many papers to run an effective campaign because one must utilize all of them if one desires to cover large geographic areas. Even then, it is not known if effective readership exists. Political position of the newspaper in which you decide to run an ad may have a bad effect on the reputation of the product.

Question 4

Borrow a foreign magazine from the library. Compare the foreign advertising to that in an American magazine.

Question 5

What is sales promotion and how is it used in international marketing

Question 6

Define:
Advertising
Public relations
Sales promotion
Integrated marketing communications
Noise

Question 7

Show how the communications process can help an international marketer avoid problems in international advertising.

Question 8

"Perhaps advertising is the side of international marketing with the greatest similarities from country to country throughout the world. Paradoxically, despite its many similarities, it may also be credited with the greatest number of unique problems in international marketing." Discuss.

Question 9

Take each of the steps in the communications process and give an example of how culture differences can affect the final message received.

Question 10

Someone once commented that advertising is America's greatest export. Discuss.

Question 11

Discuss the problems created because the communications process is initiated in one cultural context and ends in another.

Question 12

With satellite TV able to reach many countries, discuss how a company can use satellite TV and deal effectively with different languages, different cultures, and different legal systems.

Question 13

What is the importance of feedback in the communications process Of noise

Question 14

Outline some of the major problems confronting an international advertiser.

Question 15

Defend either side of the proposition that advertising can be standardized for all countries.

Question 16

Review the basic areas of advertising regulation. Are such regulations purely foreign phenomena

Question 17

How can advertisers overcome the problems of low literacy in their market

Question 18

What special media problems confront the international advertiser

Question 19

After reading the section in this chapter on direct mail, develop guidelines to be used by a company when developing a direct mail program.

Question 20

Will the ability to broadcast advertisements over TV satellites increase or decrease the need for standardization of advertisements What are the problems associated with satellite broadcasting Comment.