Instructor Resource
Baack et al., International Marketing, 2e
SAGE Publishing, 2019
Review and Discussion Questions
Chapter 15: Globally Integrated Marketing Communications
Review questions
1. Define globally integrated marketing communications.
Globally integrated marketing communications – a program that consists of a
2. What elements make up the promotions mix?
a. Advertising
b. Personal selling
3. Define communication.
Communication – the process of sending, receiving, and interpreting information
4. What elements are included in a model of individual interpersonal communication?
a. Sending a message
5. What are the primary barriers to effective international communication and marketing
programs?
a. Language and slang
b. Directness of address
Instructor Resource
Baack et al., International Marketing, 2e
6. Describe low- and high-context cultures.
a. Low context cultures – cultures that demonstrate high values toward and positive
attitudes regarding words.
7. Outline the sender and receiver duties in creating effective individual interpersonal
communication.
a. The sender is sending the message
They must create the message
Encode the message
Understand the barriers they may be facing
8. What are the steps of an international advertising management program?
a. Establish objectives
b. Create an advertising budget
c. Choose an advertising agency
9. What four methods can be used to create international advertising budgets?
a. Percentage of sales
Instructor Resource
Baack et al., International Marketing, 2e
10. Name the traditional media advertising venues.
a. Television
b. Radio
c. Magazines
11. Name the non-traditional advertising media venues.
a. Video game advertising
b. Cinema or movies trailers
c. Subway tunnels
d. In-flight airline magazines
12. Name the most common attitudinal and behavioral measures of advertising
effectiveness.
Attitudinal
Behavioral
Brand recognition
Inquiries
Brand recall
Web site visits
Recall of the advertisement
Store traffic
entries)
13. Briefly describe the traditional advertising appeal formats.
Instructor Resource
Baack et al., International Marketing, 2e
SAGE Publishing, 2019
a. Fear – using fear to motivate the purchase – show a fear and the product
eliminates this fear. Must be a moderate level of fear.
b. Humour – using a funny ad
c. Sex/sensuality – using attractive models and romance to sell
14. Explain the cultural paradoxes that complicate international advertising.
a. Companies need to make sure their advertising appeals match these paradoxes in
the desired countries
b. The equality paradox – what the culture views as something they think should be
equal, such as income or opportunity.
15. Briefly describe the international advertising appeal formats.
a. Power distance is related to perceptions of independence, in a low power distance
culture independence is valued. Power distance will be displayed in relationships
(young/old) between persons featured in advertisements and how those
relationships are demonstrated. In a lower power distance country, advertisements
may be designed with a mother and daughter sharing an experience as “friends,”
whereas in a high power distance culture the same two will be viewed with the
elder advising, counseling, or teaching the younger person.
Instructor Resource
Baack et al., International Marketing, 2e
d. Uncertainty avoidance – Advertisements in countries with high levels of
uncertainty avoidance tend to be highly structured and contain a great deal of
information and detail. Strong uncertainty avoidance is connected to the desire for
explanation, testing, proof, advice, and testimonials by experts.
e. Long/short-term orientation – Customers in countries with a short-term orientation
may often view advertisements featuring a scarcity appeal. The approach matches
the sense of urgency present in the culture, and leads to phrases such as “Buy
now!” Short-term orientation is related to immediate gratification. Long-term
orientation advertisements are associated with symbols and words regarding the
future, stability, and future generations.
16. Describe the three most common message strategies.
a. Cognitive strategies – present rational arguments or pieces of information to
consumers. The key idea will be in regard to a product‘s attributes and benefits.
17. Briefly describe the traditional advertising executional frameworks.
a. Animation – cartoons – cartoon characters or other figures pitch products
Instructor Resource
Baack et al., International Marketing, 2e
SAGE Publishing, 2019
b. Slice-of–life – Slice-of–life executions involve four stages: (1) encounter, (2)
problem, (3) interaction, and (4) solution. Two or more people meet. They
discover they experience a common dilemma, such as a dirty shirt. In the
interaction, one explains to another how a product provides a solution. The
quandary is resolved by using the good or service, and everyone is happy.
c. Dramatization – When a slice-of–life contains additional intensity, it becomes a
dramatization.
18. Briefly describe the seven most common international executional frameworks.
a. Announcements are presentations of facts without the use of people. Visuals
portray the message. A pure display appears in a shop window. A product
message transmits information about product attributes in a factual, logical
manner. These messages appear in low-context cultures in which explanations are
desired. The corporate presentation form of announcement describes the overall
corporation with a voice-over or a song.
Instructor Resource
Baack et al., International Marketing, 2e
c. Lesson – applies facts and arguments to the audience in the form of a lecture. In
low-context cultures, straightforward presentations of facts are welcome. The
viewer learns how a product solves a problem or improves her life. In one format,
a presenter is the dominant present in the advertisement speaking directly and
sending the main message. The presenter can use the demonstration format to
explain the product’s benefits. For collectivist cultures, a set of presenters may
appear in the commercial. A second form of lesson takes the form of endorsement
and testimonial, which is highly similar to the testimonial and authoritative
executional frameworks. A third version, the vignette, uses a series of independent
sketches or visual situations with no continuity in the action. The product is
displayed as the focus of the vignette with a voice–over or song suggesting how it
is connected to the story being portrayed.
f. Imagination – this format utilizes cartoon or other visual techniques to make
unrealistic presentations of a make-believe world.
g. Special effects –this format can be used to deliver a wide variety of commercials
by combining animation, cartoon, camera effects (camera motion), recording
Instructor Resource
Baack et al., International Marketing, 2e
SAGE Publishing, 2019
techniques, music, and other sounds. Special effects can highlight a dramatization,
fantasy, or animation executional framework.
19. What are the four most common alternative marketing programs?
a. Buzz marketing
b. Product placements and branded entertainment
Discussion questions
1. Make a list of the most common barriers to individual interpersonal communication.
Explain how these factors become more complicated in international marketing.
Explain how each of these variables also constitutes a barrier to communication
throughout an organization.
Individual
differences
Situational factors
Age
Emotions
Gender
Context
Level of education
Distractions
Physical disabilities
contradiction of
The verbal message
All of these barriers become more extreme in international contexts.
Age – is more complicated in the international contexts because age is viewed
differently in different cultures – in some cultures it is respected whereas in other
cultures it is looked down upon. Age can create a barrier in communication within
an organization because people of different ages often communicate differently
causing issues or confusion.
Instructor Resource
Baack et al., International Marketing, 2e
SAGE Publishing, 2019
Gender – is more complicated in the international context because this greatly
affects the communication patter between genders and differs across cultures, so
one must know how to behave to the opposite sex. Gender in an organization can
be a problem for reasons such as sexual harassment or making the opposite sex
feel uncomfortable.
Level of education – is more complicated in the international context because
levels of education vary greatly internationally – this can also cause tension
among employees in an organization.
Context can cause distractions in international marketing as well as in a
corporation
Distractions make international marketing difficult and cause message errors and
misunderstandings in organizations
Instructor Resource
Baack et al., International Marketing, 2e
SAGE Publishing, 2019
Technical terminology – these can be made even more difficult in international
marketing due to translation problems – this can also cause disconnect among
employees in an organization when some the technical terms and others do not.
Physical disabilities – Physical disabilities can be a problem for the sender when
he has speech impairment. They can cause difficulties for any receiver who is hard
of hearing, deaf, or blind. This is difficult to communicate in any setting,
international and in an organization.
2. For each of the international advertising objectives displayed in Figure 15.8, explain
how each of the traditional advertising appeals could (or should not) be used to
achieve the objective. For each of international advertising appeals and values noted
in Figure 15.15, explain how each could (or should not) be used to achieve the
objective.
Create brand and product awareness
o Traditional advertising appeals
1. Television – brand/product awareness can be created by product placement
in shows and by showing commercials
2. Radio – commercials can create brand awareness
3. Magazines – print ads can create brand awareness
Instructor Resource
Baack et al., International Marketing, 2e
o International advertising appeals
1. Power distance – power distance in the ads should match what the culture
thinks is appropriate
2. Individualism/collectivism – ads should favour the approach the culture
agrees with
Build or improve a brand’s image
o Traditional advertising appeals
1. Television – have respected people use the brand on TV
2. Radio – have trusted hosts talk about using the brand – have consumers
give testimonials in commercials
3. Magazines – get famous people photographed with the brand
o International advertising appeals (same for all below)
1. Power distance – have the right people using
2. Individualism/collectivism – ads should favor the approach the culture
agrees with
Instructor Resource
Baack et al., International Marketing, 2e
SAGE Publishing, 2019
5. Long/short-term orientation ads should favor the approach the culture
agrees with
Increase sales/market share
o Traditional advertising appeals
1. Television – ads to generate sales
2. Radio – ads to generate sales
3. Magazines – ads to generate sales
Persuade customers to try a product
o Traditional advertising appeals
1. Television – ads to get people to try the product
2. Radio – offer a discount to radio listeners
3. Magazines – offer a sample (perfume)
Provide information
o Traditional advertising appeals
1. Television – through ads or having people use it on TV
2. Radio – through informative ads
3. Magazines through informative ads
Support other marketing efforts
o Traditional advertising appeals
1. Television – make sure ads fit with the entire marketing plan
Instructor Resource
Baack et al., International Marketing, 2e
SAGE Publishing, 2019
2. Radio – make sure ads fit with the entire marketing plan
3. Magazines – make sure ads fit with the entire marketing plan
Encourage action
o Traditional advertising appeals
1. Television – limited time offered (coupon s/discounts/sales) ads
2. Radio – limited time offered ads
3. Magazines – limited time offered ads
3. Explain how each of the international advertising appeals and values noted in Figure
15.15 would influence the selection of a cognitive, affective, or conative message
strategy.
Power distance – affective ads are more powerful in low power distance cultures –
so this would influence the strategy used
Individualism/collectivism – conative strategies will work better in individualist
cultures
4. Explain how each of the traditional executional frameworks noted in Figure 15.16 is
or is not related to the international advertising executional frameworks.
Animation can be used in international advertising executions – such as
imagination and special effects.
Slice-of–life – can be done through lessons in international
Instructor Resource
Baack et al., International Marketing, 2e
5. Discuss how the four non-traditional marketing methods would fare in low-context
cultures. Explain how the methods match or do not match such a culture. Explain how
each would be different in high-context cultures.
Buzz marketing – this would work really well in low context cultures, people can
tell others about their experiences and post to social media websites. This method
matches this culture. The method does not match high context cultures – it would
be hard to communicate buzz marketing through symbols, but brand could try to
generate this by using logos.
Product placements and branded entertainment – this method matches high
context cultures, the symbols and products will represent brands well and will be
remembered by customers. This method does not match low context cultures
where words and information are more important.