Instructor Resource
Baack et al., International Marketing, 2e
SAGE Publishing, 2019
Test Bank
Chapter 15: Globally Integrated Marketing Communications
1. Which of the following consists of a carefully designed combination of all communications
with a company’s internal and external publics?
a. globally integrated marketing communications program
b. globally integrated promotional program
c. globally integrated marketing program
d. globally integrated sales promotion program
e. globally integrated international promotion campaign
2. Which of the following is NOT in a firm’s international promotions mix?
a. advertising
b. personal selling
c. sales promotion
d. pricing
e. public relations
3. Which of the following refers to the process of sending, receiving, and interpreting
information?
a. marketing
b. communication
c. promotion
d. channel management
Instructor Resource
Baack et al., International Marketing, 2e
SAGE Publishing, 2019
e. message transmission
4. Which of the following is the process of forming verbal and nonverbal cues?
a. decoding
b. arranging
c. encoding
d. forming
e. deciphering
5. Any medium that carries a message is referred to as which of the following?
a. transmission device
b. listening device
c. receiver tactic
d. sender characteristic
e. noise program
6. Which occurs when a receiver processes a message using his or her various senses?
a. decoding
b. arranging
c. encoding
d. forming
e. deciphering
Instructor Resource
Baack et al., International Marketing, 2e
SAGE Publishing, 2019
7. Which of the following describes the person or group of persons for whom a message was
intended?
a. sender
b. receiver
c. audience
d. target
e. crowd
8. Which of the following is the perceived evaluation of a message?
a. reaction
b. assimilation
c. response
d. feedback
e. confirmation
9. What is the name given to all of the potential barriers to communication?
a. feedback
b. distortion
c. noise
d. complications
e. disruptions
10. Which of the following is NOT an individual difference that creates a barrier to
communication as discussed in the text?
a. age
Instructor Resource
Baack et al., International Marketing, 2e
SAGE Publishing, 2019
b. gender
c. level of education
d. setting
e. status
11. Which of the following is NOT a type of communication barrier in international marketing?
a. language and slang
b. economic system
c. eye contact
d. stereotyping
e. personal space issues
12. Which type of culture demonstrates high values toward, and positive attitudes regarding,
words?
a. low context
b. high context
c. illustrative
d. literal
e. bilateral
13. Which of the following types of cultures derive meaning from the use of nonverbal
communication?
a. low context
b. high context
c. illustrative
Instructor Resource
Baack et al., International Marketing, 2e
SAGE Publishing, 2019
d. literal
e. bilateral
14. Symbolism plays an important role in communication in what type of culture?
a. low context
b. high context
c. illustrative
d. literal
e. bilateral
15. Data play an important role in communication in what type of culture?
a. low context
b. high context
c. illustrative
d. literal
e. bilateral
16. Status is particularly important in communication processes in which type of culture?
a. low context
b. high context
c. illustrative
d. literal
e. bilateral
Instructor Resource
Baack et al., International Marketing, 2e
SAGE Publishing, 2019
17. Descriptions are often incomplete in which type of culture?
a. low context
b. high context
c. illustrative
d. literal
e. bilateral
18. In order to create quality communication, a sender should do all of the following EXCEPT
______.
a. be aware of communication barriers
b. have empathy for receivers
c. pay careful attention to nonverbal cues
d. confirm that message is received as intended
e. use selective filtering
19. Which of the following terms describe individuals who assist in the international
communication process and who speak the native language of a host country?
a. translators
b. communication specialists
c. cross-cultural specialists
d. cultural intermediaries
e. cultural assimilators
20. Which of the following are employees who examine messages and prepare individuals for
interactions with members of other countries?
Instructor Resource
Baack et al., International Marketing, 2e
SAGE Publishing, 2019
a. translators
b. communication specialists
c. cross-cultural specialists
d. cultural intermediaries
e. cultural assimilators
21. Which of the following describes the abundance of marketing messages that consumers
routinely encounter?
a. clutter
b. information overload
c. message saturation
d. message overload
e. message proliferation
22. Clutter occurs when ______.
a. consumers receive an abundance of marketing messages
b. consumers are frustrated by the message being sent
c. senders try to stay on message making a single point
d. the transmission device is difficult to access
e. a message is confusing
23. Which of the following proposes that it takes three encounters with a message before a
viewer will notice and recall it?
a. three-exposure hypothesis
b. three-encounter theory
Instructor Resource
Baack et al., International Marketing, 2e
SAGE Publishing, 2019
c. three-message hypothesis
d. three-communications theory
e. three-message theory
24. Which of the following suggests that a message need only be viewed once if the consumer or
business is ready to buy?
a. primary theory
b. recency theory
c. one-exposure hypothesis
d. single-communication theory
e. single-message theory
25. The steps of an international advertising management program include all of the following
EXCEPT ______.
a. establishing international advertising objectives
b. creating an international advertising budget
c. overseeing the advertising program
d. evaluating management style
e. assessing advertising effectiveness
26. International advertising objectives include all of the following EXCEPT ______.
a. create brand awareness
b. build or improve brand image
c. provide information
d. change economic conditions in a region
Instructor Resource
Baack et al., International Marketing, 2e
SAGE Publishing, 2019
e. encourage consumer action
27. According to the text, which two are NOT criteria for selecting international advertising
agencies?
a. size and experience
b. creative ability and services provided
c. chemistry with the client and experience
d. conflicts of interest and creative ability
e. language and slang
28. Which of the following normally serves as a template for an advertising program?
a. creative brief
b. ad budget
c. mock-up
d. advertising agreement
e. advertising plan
29. A creative brief includes all of the following EXCEPT ______.
a. advertising objective
b. target audience
c. advertising budget
d. advertising message
e. legal restrictions
Instructor Resource
Baack et al., International Marketing, 2e
SAGE Publishing, 2019
30. Traditional advertising media include all of the following EXCEPT ______.
a. television
b. radio
c. magazines
d. newspaper
e. internet
31. Non-traditional media for international advertising include all of the following EXCEPT
______.
a. video games
b. movie trailers
c. subway tunnels
d. in-flight airline magazines
e. television
32. Non-traditional media for international advertising include all of the following EXCEPT
______.
a. video games
b. subway tunnels
c. in-flight airline magazines
d. radio
e. movie trailers
33. Traditional advertising media include all of the following EXCEPT ______.
a. television
Instructor Resource
Baack et al., International Marketing, 2e
SAGE Publishing, 2019
b. radio
c. newspaper
d. magazine
e. social networks
34. The two factors that have influenced media selection in international markets over the past
decade include ______.
a. creative theme and media availability
b. social networking and import regulations
c. the price for advertising time and the demand for evidence of program effectiveness
d. emerging market technologies and import regulations
e. creative briefs and technological support
35. In an international advertising campaign, which format features advertisements that are run
consistently throughout the year?
a. discontinuous
b. continuous
c. pulsating
d. seasonal
e. constant
36. Attitudinal effects, as they relate to international advertising effectiveness, include all of the
following EXCEPT ______.
a. brand recognition
b. brand recall
Instructor Resource
Baack et al., International Marketing, 2e
SAGE Publishing, 2019
c. brand loyalty
d. website visits
e. perceptions of position
37. Behavioral effects, as they relate to international advertising effectiveness, include all of the
following EXCEPT ______.
a. inquiries
b. store traffic
c. direct marketing responses
d. sales by unit changes in sales volume
e. perceptions of position
38. Behavioral effects, as they relate to international advertising effectiveness, include all of the
following EXCEPT ______.
a. a company’s image
b. inquiries
c. store traffic
d. sales by unit changes in volume
e. coupon redemptions
39. Popular international advertising message appeals include all of the following EXCEPT
______.
a. fear
b. creative
c. humor
Instructor Resource
Baack et al., International Marketing, 2e
SAGE Publishing, 2019
d. sex/sensuality
e. scarcity
40. The concept of interest, laughing, and remembering ties to which advertising appeal?
a. fear
b. controversy
c. humor
d. scarcity
e. recall
41. Which of the following three cultural paradoxes must be overcome when advertising
products internationally?
a. equality, dependence and freedom, success
b. equality, dependence and freedom, country of origin
c. equality, similarity, success
d. equality, similarity, country of origin
e. dissimilarity, dependence and freedom, success
42. Which cultures are more likely to be open to advertisements featuring dependent
relationships between children and parents?
a. high power distance
b. low power distance
c. high context
d. low context
e. collectivist