Chapter 16 – Integrated Marketing Communications and International Advertising
Discussion Questions
1. Define:
2. “Perhaps advertising is the side of international marketing with the greatest similarities from country
to country throughout the world. Paradoxically, despite its many similarities, it may also be credited
with the greatest number of unique problems in international marketing.” Discuss.
3. Someone once commented that advertising is America’s greatest export. Discuss.
4. With satellite TV able to reach many countries, discuss how a company can use satellite TV and deal
effectively with different languages, different cultures, and different legal systems.
5. Outline some of the major problems confronting an international advertiser.
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Chapter 16 – Integrated Marketing Communications and International Advertising
6. Defend either side of the proposition that advertising can be standardized for all countries.
7. Review the basic areas of advertising regulation. Are such regulations purely foreign phenomena?
8. How can advertisers overcome the problems of low literacy in their market?
9. What special media problems confront the international advertiser?
Special problems in media—availability, cost, and coverage—confront the international advertiser.
Local variations and lack of market data are also great headaches.
10. After reading the section in this chapter on direct mail, develop guidelines to be used by a company
when developing a direct mail program.
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© 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use.
Not authorized for sale or distribution in any manner. This document may not be copied, scanned,
duplicated, forwarded, distributed, or posted on a website, in whole or part.
Chapter 16 – Integrated Marketing Communications and International Advertising
Guideline for direct mail should be the same as for any advertising program, i.e., identify the target
market, select a medium that reaches the target market, develop a message that communicates how
the attributes of your product fit the needs of the target market. On this last point is the issue of
11. Will the ability to broadcast advertisements over TV satellites increase or decrease the need for
standardization of advertisements? What are the problems associated with satellite broadcasting?
Comment.
12. In many of the world’s marketplaces, a broad variety of media must be utilized to reach the majority
of the market. Explain.
13. Cinema advertising is unimportant in the United States but a major media in such countries as
Austria. Why?
14. “Foreign newspapers obviously cannot be considered as homogeneous advertising entities.” Explain.
15. Borrow a foreign magazine from the library. Compare the foreign advertising to that in an American
magazine.
Library project.
16. What is sales promotion and how is it used in international marketing?
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© 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use.
Not authorized for sale or distribution in any manner. This document may not be copied, scanned,
duplicated, forwarded, distributed, or posted on a website, in whole or part.
Chapter 16 – Integrated Marketing Communications and International Advertising
17. Show how the communications process can help an international marketer avoid problems in
international advertising.
18. Take each of the steps in the communications process and give an example of how culture differences
can affect the final message received.
19. Discuss the problems created because the communications process is initiated in one cultural context
and ends in another.
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© 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use.
Not authorized for sale or distribution in any manner. This document may not be copied, scanned,
duplicated, forwarded, distributed, or posted on a website, in whole or part.
Chapter 16 – Integrated Marketing Communications and International Advertising
20. What is the importance of feedback in the communications process? Of noise?
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© 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use.
Not authorized for sale or distribution in any manner. This document may not be copied, scanned,
duplicated, forwarded, distributed, or posted on a website, in whole or part.