question

30. In the context of integrated marketing communications, in many markets, the availability of appropriate _____ to customers can determine entry decisions. A. demonstrations B. cultural appeal C. technological aid D. services E. communication channels

answer

communication channels

question

31. Integrated marketing communications are composed of all of the following EXCEPT: A. advertising. B. sales promotions. C. trade shows. D. public relations. E. political rallying.

answer

political rallying.

question

32. For most companies, which of the following are the major components in the marketing communications mix? 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.

answer

Advertising and personal selling.

question

33. _____ are marketing activities that stimulate consumer purchases and improve retailer or middlemen effectiveness and cooperation. A. Sales promotion B. Advertising C. Trade shows D. Direct selling E. Public relations

answer

Sales promotion

question

34. _____ are short-term efforts directed to the consumer or retailer to achieve such specific objectives as consumer product trial or immediate purchase. A. Sales promotion B. Advertising C. Trade shows D. Direct selling E. Public relations

answer

Sales promotion

question

35. In-store demonstrations, samples, coupons, contests, and sweepstakes are examples of _____ devices. A. personal selling B. sales promotions C. trade shows D. direct selling E. public relations

answer

sales promotions

question

36. All of the following are specific objectives of sales promotion EXCEPT: A. immediate purchase. B. consumer introduction to the store. C. gaining retail point-of-purchase displays. D. building brand loyalty. E. encouraging stores to stock the product.

answer

building brand loyalty.

question

37. An especially effective promotional tool when a product concept is new or has a very small market share is known as _____. A. sponsorship B. sweepstakes C. product sampling D. contests E. product tie-ins

answer

product sampling

question

38. Creating good relationships with the popular press and other media to help companies communicate messages to their publics—customers, the general public, and governmental regulators—is the role of _____. A. trade shows B. direct selling C. public relations D. personal selling E. sales promotion

answer

public relations

question

39. Which of the following elements of integrated marketing communications is related to encouraging the press to cover positive stories about companies and managing unfavorable rumors, stories, and events? A. Public relations B. Direct selling C. Trade shows D. Personal selling E. Sales promotion

answer

Public relations

question

40. _____ might be classified as an aspect of sales promotions or public relations, though their connections to advertising are also manifest. A. Trade shows B. Cent-offs C. Road shows D. Sweepstakes E. Corporate sponsorships

answer

Road shows

question

41. In the context of international advertising, global mass media advertising is a powerful tool for _____. A. relationship orientation B. long-term performance C. product stability D. emotional appeal E. cultural change

answer

cultural change

question

42. 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

answer

advertising

question

43. In the context of international advertising, it has been observed that advertising expenditures are generally _____. A. linear B. supplemental C. mutually reinforcing D. cyclical E. constrained

answer

cyclical

question

44. While developing an international advertisement campaign, which of the following 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.

answer

Perform marketing research.

question

45. Of all the elements of the marketing mix, decisions involving which of the following are those most often affected by cultural differences among country markets? A. Price of the product. B. Benefits offered by the product. C. Services offered along with the product. D. The place of offering the product. E. Advertisement of the product.

answer

Advertisement of the product.

question

46. Of the seven steps involved in international advertising, _____ almost always represents the most daunting task for international marketing managers. A. developing messages B. selecting effective media C. executing the campaign D. composing and securing a budget E. specifying the goals of the communication

answer

developing messages

question

47. Which of the following is an example of the primary attribute 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 laptop. D. The prestige associated with driving a car. E. The eco-friendly functioning of a digital watch.

answer

The ability of a camera to take a picture.

question

48. Due to differences in culture in different markets, standardized products that are marketed globally will require: A. a different advertising appeal. B. a different primary function. C. consistent promotional messages. D. a standardized marketing strategy. E. standardized secondary attributes.

answer

a different advertising appeal.

question

49. 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 Internet as their message channel. E. choose more standardized promotional efforts.

answer

choose more standardized promotional efforts.

question

50. During which step of the international communications process does the receiver of the message interpret symbolism transmitted from the information source? A. Selecting a message B. Encoding C. Selecting a message channel D. Decoding E. Identifying the sources of noise

answer

Decoding

question

51. In the international communications process, during _____, the message from the source is converted into effective symbolism for transmission to a receiver. A. transmitting B. scrambling C. standardizing D. decoding E. encoding

answer

encoding

question

52. In the international communications process, the sales force of a company that conveys the encoded content to the intended receiver acts as a _____. A. decoder B. message source C. receiver D. message channel E. noise

answer

message channel

question

53. In the international communications process, an international marketing executive with a product message to communicate acts as a(n) _____. A. decoder B. information source C. receiver D. encoder E. noise source

answer

information source

question

54. In the international communications process, _____ is defined as the interpretation by the receiver of the symbolism transmitted from the information source. A. encoding B. message selection C. decoding D. message channel selection E. feedback evaluation

answer

decoding

question

55. Cremics, a multinational drug manufacturing company, used a saffron trident in a promotional campaign for one of their 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 of the following steps of an international communications process? A. Encoding B. Decoding C. Media channel selection D. Message transmission E. Information source selection

answer

Encoding

question

56. Which of the following elements 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

answer

Noise

question

57. Janet works for a media agency based in Japan. Janet is helping the IMC manager of Siljure, a French cosmetics company, with the design and language to be used in an upcoming promotional campaign in Japan. The IMC manager knows what to convey but wants to advertise it in a culturally relevant manner. Which step of the IMC process is Janet helping Siljure with? 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.

answer

Encoding of the message.

question

58. In the communications process in advertising, during the _____ stage, a consumer takes certain actions to respond to a decoded message. A. feedback B. receiver C. message channel selection D. encoding E. source identification

answer

receiver

question

59. 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. message channel selection D. encoding E. message selection

answer

encoding

question

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

answer

media channel selection

question

61. With reference to the communication process in advertising, using the Internet as a 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.

answer

message channel selection.

question

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

answer

Information source selection.

question

63. Which of the following steps of a 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.

answer

Feedback.

question

64. Which of the following statements about advertising laws around the world 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 not taxed by most governments around the world.

answer

Television ads are not taxed by most governments around the world.

question

65. Which of the following 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. 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.

answer

An ad showing a dog choosing one brand of dog food over another.

question

66. Which of the following are 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.

answer

Internet services.

question

67. 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. superlative description E. ethnic derision

answer

length and number

question

68. _____ is one of the major barriers to effective communication through advertising. A. Language B. Jingoism C. Technology D. Religion E. Power structure

answer

Language

question

69. ________ in countries can distort media choice by changing the cost ratios of various media. A. Advertising taxation B. Political structure C. Power distance D. Cultural traits E. Technological development

answer

Advertising taxation

question

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

answer

in-country testing with the target consumer group.

question

71. With respect to advertising, _____ is especially important when a budget is small or where there are severe production limitations. A. class distinction B. politicization C. technology D. creativity E. following a formula

answer

creativity

question

72. Certain advertising media are forbidden by government edict to accept some advertising materials. Such restrictions are most prevalent in: A. the Internet and social networking forums. B. personal selling initiatives. C. radio and television broadcasting. D. trade shows and exhibitions. E. direct selling and sales promotions.

answer

radio and television broadcasting.

question

73. One of the reasons for the notably low use of foreign national consumer magazines by international advertisers is that: A. consumers in most countries rarely read magazines. B. few magazines provide reliable circulation data. C. they publish content only in English. D. subscription to magazines has reduced as the Internet gains popularity. E. advertising in magazines is costly as compared to other advertising media.

answer

few magazines provide reliable circulation data.

question

74. Which of the following 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 the Internet. D. Billboards and television. E. Radio and newspapers.

answer

Radio and television.

question

75. One of the drawbacks of satellites 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. their ability to span a wide geographical region.

answer

their ability to span a wide geographical region.

question

76. _____ allows ESPN to fill visual real estate—blank walls, streets, 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. Word of Mouth E. Conditional Access System

answer

Princeton Video Imaging

question

77. Direct mail is an unpopular medium in Chile because: A. the literacy level in Chile is extremely low. B. the letter carrier must collect additional postage for every item delivered. C. it uses paper and hence it is considered as a threat to the environment. D. its reach is extremely limited. E. it is subject to complicated government regulations.

answer

the letter carrier must collect additional postage for every item delivered.

question

78. _____ 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

answer

The Internet

question

79. With regard to consumer products, which of the following is the major limitation of the Internet? A. Knowledge of how to use the Internet. B. Coverage of the Internet. 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.

answer

Coverage of the Internet.

question

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

answer

become authorized virtual brand agents for the product manufacturers.

question

81. Blogs, social networking, 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

answer

Texas Visual Imaging

question

82. In which of the following countries is the time spent on social media sites the highest? A. Britain B. United States C. Israel D. Spain E. Italy

answer

Israel

question

83. In the context of media planning and analysis, 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 not efficacious. E. where people prefer buying in small quantities.

answer

with high illiteracy rates

question

84. In the context of international advertising, _____ is the neon capital of the world. A. Paris B. Honk Kong C. London D. Sydney E. Brasília

answer

Honk Kong

question

85. In Spain, a new medium for advertising called Publicoche includes: A. lasers projected onto clouds. B. private cars that are painted with advertisements. C. buses fitted with television sets showing promotional messages. D. financing of popular sporting and entertainment events. E. hot air balloons printed with promotional messages.

answer

private cars that are painted with advertisements.

question

86. In the context of international advertising, companies are moving from the commission system to a _____ system. A. tactical B. standardized C. reward-by-results D. self-regulation E. business-to-business

answer

reward-by-results

question

87. The assault on advertising of _____ is escalating internationally, as evidenced by the World Health Organization launching a global campaign against it. A. trans-fats B. alcohol C. tobacco D. pharmaceuticals E. animal derived products

answer

tobacco

question

88. Which of the following is true of advertising agencies for international advertising? A. 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. A multinational agency provides the best cultural interpretation in a situation in which local modification is required. D. A local domestic agency may provide a company with a high level of sophistication. E. Agency commission patterns are consistent throughout the world.

answer

Cross-cultural communication between a foreign client and a local agency can be problematic.

question

89. _____ in advertising is a thorny issue, because most member countries of the European Commission have different interpretations of what constitutes a misleading advertisement. A. Discrimination B. Endorsement C. Deception D. Plagiarism E. Fear mongering

answer

Deception

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