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International Marketing, 18e (Cateora)
Chapter 16 Integrated Marketing Communications and International Advertising
1) For most companies, trade shows and direct selling are the major components in the marketing
communications mix.
2) Sales promotions are marketing activities that stimulate consumer purchases and improve
retailer or middlemen effectiveness and cooperation.
3) Contests, sweepstakes, and sponsorship of special events such as concerts are techniques used
for maintaining and improving public relations.
4) Sales promotions are long-term IMC efforts directed to the consumer or retailer.
5) Sales promotions constitute the major portion of the promotional effort in rural and less
accessible parts of a market.
6) Of all the elements of the marketing mix, decisions involving advertising are those most often
affected by cultural differences among country markets.
7) While developing an international advertisement campaign, the last step of the process is
executing the campaign.
8) 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.
9) Different cultures usually seek different values or benefits from the primary function of a
product.
10) 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.
11) When a message from a source is converted into effective symbolism for transmission to a
receiver, the message is said to have been decoded.
12) Uncontrollable and unpredictable influences such as competitive activities and confusion that
detract from the process of communication are called feedback.
13) When a marketing executive advertises his product in a newspaper, the newspaper acts as a
feedback channel.
14) Problems of literacy, media availability, and types of media create problems in the
international communications process at the encoding step.
15) Errors at the receiver end of the international communications process can be avoided if the
message is encoded properly.
16) The feedback step of the international communications process is unrelated to the
effectiveness of the other steps.
17) Other sales personnel are a source of noise in the international communications process.
18) Feedback channels must be carefully selected if a decoded message is to reach the consumer.
19) A proper feedback system allows a company to correct errors before substantial damage
occurs.
20) In the context of advertising, a marketer's self-reference criterion (SRC) may affect the
ultimate success of the communication.
21) The French government until recently forbade TV ads for retailers, publishing, cinema, and
the press.
22) With some exceptions, usually a majority of the population of less developed countries can
be reached readily through the traditional mass medium of advertising.
23) In spite of their inherent entertainment value, radio and television have not been able to
become major communications media in most nations.
24) Satellites have the ability to span a wide geographical region covering many different
cultures.
25) Industrial advertisers rarely use direct mail for advertising.
26) In international advertising, an advertiser should consider availability, cost, and coverage of
media.
27) International advertisers prefer global television (satellite broadcasts) due to the availability
of accurate market data in most countries.
28) International advertisers use foreign national consumer magazines extensively because they
have dependable circulation figures.
29) In the context of international advertising, search engines have now become crucial directors
of Internet users' attention.
30) As advertising agencies have expanded internationally, local agencies have virtually
disappeared.
31) 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.
32) Integrated marketing communications include
A) marketing management.
B) research and development.
C) human resources.
D) logistics.
E) advertising.
33) 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
34) 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.
35) 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.
36) 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
37) 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.
38) 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..
39) 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
40) 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
41) 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
42) 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.
43) 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
44) 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.
45) 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.
46) 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
47) 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.
48) 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.
