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75) 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.
76) 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
77) 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
78) 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
79) 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.
80) 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.
81) In the context of international advertising, ________ is the neon capital of the world.
A) Paris
B) Hong Kong
C) London
D) Sydney
E) Brasília
82) In Spain, a new medium for advertising called Publicoche involves
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.
83) 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
84) A study of a representative sample of European consumers indicated that
A) nearly 8 in 10 believed ads were often deceptive about product quality.
B) most believed advertising was necessary for product purchase decisions.
C) most considered ads enjoyable and entertaining.
D) about 1 in 10 believed advertising meant higher prices for a product.
E) advertising was a way to obtain valuable information about products.
85) What is true of advertising agencies for international advertising?
A) The 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) Only a multinational agency can provide the best cultural interpretation in a situation in which
local modification is required.
D) Only a local domestic agency can provide a company with a high level of sophistication.
E) Agency commission patterns are consistent throughout the world.
86) ________ 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
87) The assault on advertising of ________ is escalating, as evidenced by the World Health
Organization launching a global campaign against it.
A) trans fat
B) alcohol
C) tobacco products
D) pharmaceuticals
E) animal-derived products
88) Skepticism and negative attitudes about advertising, along with poor practices by some
advertisers, have resulted in the International Advertising Association
A) producing public service announcements to improve their image.
B) banning certain types of ads.
C) hiring public relations professionals.
D) asking governments to intervene.
E) developing self-regulating codes of conduct.
89) Which country has the most egregious control over advertising, where each medium has its
own censorship board that passes judgment on any advertising even before it is submitted for
approval by the Ministry of Information?
A) Germany
B) France
C) Myanmar
D) Australia
E) Argentina
90) What is the purpose of sales promotions? Describe 5 examples of sales promotions and give
an example of each.
91) Describe the role of public relations (PR).
92) List the seven steps in creating an international advertising campaign.
93) Describe the seven essential elements of the international communications process that affect
the accuracy of the message.
94) The encoding step has many factors that can affect the interpretation of the message. Explain
with an example.
95) Language is one of the major barriers to effective communication through advertising.
Explain with an example.
96) How does cultural diversity influence the IMC process? Give examples.
97) In an international advertising process, what four factors must be considered by an advertiser
while selecting a medium? Describe them and give an example.
98) Explain the significance of radio and television in international advertising. How has this
changed over time?
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99) How might social media be used as a marketing tool? What do international advertisers need
to do to take advantage of this medium?
