Chris laughed at some of the cultural mistakes companies made in advertising and
promotion in international trade while he was in school. Now he was trying to
determine what had gone wrong with the campaign he had planned in Latin America for
his company's product, and it didn't seem quite as amusing. He narrowed the issues to
sociocultural factors. He was looking at both __________ and __________.
A. product uses; currency rates
B. language; trading blocs and social structure
C. potential tariffs; symbols
D. visible artifacts; underlying values
E. verbal communication; logistics
The goal of any marketing communication is to
A. maximize personal selling.
B. increase public relations click-through rates.