Question 1

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.

Accepted Answer

The answer of In the context of the communications process...

Question 2

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

Accepted Answer

The emergence of pan-European communications media facilitates reaching a broader audience across different countries, encouraging companies to adopt more standardized promotional efforts to ensure consistency and efficiency in their messaging across Europe.

Question 3

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

The answer of A manufacturer of sports bicycles uses various...

Question 4

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

Accepted Answer

Advertising is most often affected by cultural differences among country markets because it involves communication and messaging, which must be tailored to fit the cultural norms, values, and preferences of each specific market.

Question 5

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

Accepted Answer

Advertising expenditures are often cyclical, reflecting broader economic conditions, consumer spending habits, and seasonal variations in demand for products and services.

Question 6

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

Accepted Answer

Different cultures have varying values, beliefs, and customs, which means that advertising appeals must be tailored to resonate with the local audience in each market. This customization ensures that the product's marketing is effective across diverse cultural landscapes.

Question 7

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?

Accepted Answer

The problem lies in the encoding step, where the company failed to consider the cultural and religious connotations of the saffron trident in India, leading to a misinterpretation of the intended message.

Question 8

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

Accepted Answer

The answer of The sales force of a company that...

Question 9

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

Choosing a media channel that does not align with the audience's ability to consume the content (in this case, their ability to read) is an example of ineffective media channel selection.

Question 10

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

Accepted Answer

Choosing the Internet as a communication medium when only a small percentage of the target audience has access to it is an error in message channel selection. This is because the channel (the Internet) does not effectively reach the intended market.

Question 11

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

Accepted Answer

The answer of An international marketing executive with a product...

Question 12

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

Accepted Answer

The primary function of a product refers to its main purpose or what it is fundamentally designed to do. In the case of a camera, its primary function is to take pictures. The other options (B, C, D, E) relate to secondary characteristics or benefits such as design, color, prestige, and shape, which do not define the product's primary function.

Question 13

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

Accepted Answer

Performing marketing research is the first step as it helps understand the target audience, market conditions, and cultural nuances, which are crucial for developing an effective international advertisement campaign.

Question 14

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

Accepted Answer

Once the goals of the communication have been specified, the next step is to develop the most effective message(s) for the market segments selected, ensuring that the message aligns with the communication objectives.

Question 15

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

Noise in the context of the international communications process refers to any external influences that can interfere with the clarity, accuracy, and effectiveness of the communication. This includes competitive advertising, interactions with sales personnel, and confusion at the receiving end, all of which can detract from the message being effectively received and understood as intended.

Question 16

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

Accepted Answer

Decoding is the process where the receiver interprets the message's symbols, signs, or codes sent by the sender, making it the correct answer.

Question 17

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

Accepted Answer

Decoding is the step in the international communications process where the receiver interprets the symbolism transmitted from an information source.

Question 18

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

Accepted Answer

During encoding, the message from the source is converted into effective symbolism (such as words, images, sounds) for transmission to a receiver. This process involves creating a message that can be understood by both the sender and the receiver.

Question 19

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

Accepted Answer

Corporate sponsorships are often used as a marketing strategy that falls under sales promotions or public relations, and they also have a connection to advertising through brand exposure and association.

Question 20

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?

Accepted Answer

Janel is assisting in the encoding of the message, which involves crafting and designing the message in a way that is culturally relevant and understandable to the target audience in Japan. This step is crucial in ensuring that the intended message is correctly conveyed and received by the audience.

Quiz 16: Integrated Marketing Communications and International Advertising