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| 1 | |
Which of the following terms is considered to be the general catch-all term used when advertising, sales promotion, trade shows, personal selling, direct selling, and public relations are brought together to unify an organization's promotion effort? |
| | A) | global promotion |
| | B) | communication promotion |
| | C) | nonpersonal communication |
| | D) | integrated marketing communication |
| | E) | synergistic promotion |
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| 2 | |
If you were looking for a promotion element that would be a marketing activity that has as its purpose the stimulation of consumer purchases and improvement of retailer or middleman effectiveness and cooperation, you should look for: |
| | A) | advertising. |
| | B) | public relations. |
| | C) | sales promotion. |
| | D) | direct selling. |
| | E) | personal selling. |
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| 3 | |
Wayne Rodgers has a unique job. He attempts the sometimes difficult task of getting the press to cover positive aspects of his various clients' business operations. He does this through arranging press tours of his clients' plants, provides explanatory literature on corporate positions, and prepares reaction statements should negative situations occur in his clients' daily operations. Which of the following promotion functions is Mr. Rodgers engaged in? |
| | A) | advertising |
| | B) | public relations |
| | C) | sales promotion |
| | D) | direct selling |
| | E) | personal selling |
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| 4 | |
Mickey Trent works for a new Internet Web site that hosts a variety of chat rooms devoted to women's topics. She is interested in securing more corporate advertising for her Web site. She has decided to go after the largest global advertisers since each of these companies has at one time or another targeted female audiences. If she wanted to start at the top and contact the largest advertiser in the world, which of the following companies would she contact? |
| | A) | Unilever |
| | B) | Ford Motor Co. |
| | C) | Coca-Cola |
| | D) | Walt Disney |
| | E) | Procter & Gamble |
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| 5 | |
Matching an international advertising campaign with cultural uniqueness in foreign markets is always a challenge. Which of the following task steps would be the first step that the international marketer should undertake to make sure that advertising would be culturally consistent in various markets around the world? |
| | A) | specify the communication goals |
| | B) | develop the most effective message for the target market selected |
| | C) | perform marketing research |
| | D) | compose and secure a budget |
| | E) | test manager's cultural sensitivity |
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| 6 | |
If an international marketing executive with a product message to communicate were to attempt matching to any of the five international communication process steps listed, in which step would initial matching take place? |
| | A) | an information source |
| | B) | encoding |
| | C) | a message channel |
| | D) | decoding |
| | E) | a receiver |
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| 7 | |
In which of the following steps of the international communication process model would a message's effectiveness be checked? |
| | A) | noise |
| | B) | encoding |
| | C) | a message channel |
| | D) | decoding |
| | E) | feedback |
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| 8 | |
Morgan Barnes is finding increasingly difficult to concentrate on his communication message that he would like to deliver to his class. The problem is that the class seems to always be talking, there are repeated announcements over the classroom's loudspeaker, and other teachers are constantly poking their heads in the door. Which of the following communication process steps is most likely in action in the story told above? |
| | A) | noise |
| | B) | encoding |
| | C) | a message channel |
| | D) | decoding |
| | E) | feedback |
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| 9 | |
Many international markets (countries) ban using direct or indirect statements about competitors in advertisements. Which of the following terms would most directly be affected by such bans? |
| | A) | market segmentation |
| | B) | public relations |
| | C) | comparison advertising |
| | D) | subliminal advertising |
| | E) | sales promotion |
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| 10 | |
Linguistic limitations abound in international advertising. Which of the following would be potential limitation areas that must be considered by communication and advertising executives as they design international campaigns? |
| | A) | different languages in different countries |
| | B) | different languages or dialects within one country |
| | C) | subtler problems of linguistic nuance and vernacular. |
| | D) | A, B, and C are correct |
| | E) | none of the above are correct |
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| 11 | |
According to one advertising executive, the reason that most international advertising is almost uniformly dreadful is that: |
| | A) | people don't understand language and culture. |
| | B) | copywriters have never cared to use any language except English when designing ads. |
| | C) | international ads are just plain primitive. |
| | D) | most people in international markets are illiterate. |
| | E) | none of the above explains the problem. |
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| 12 | |
In which of the following countries is satellite TV a very popular alternative to other forms of TV transmission (this country leads all others with respect to satellite TV usage)? |
| | A) | Poland |
| | B) | Germany |
| | C) | United States |
| | D) | Japan |
| | E) | Israel |
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| 13 | |
In which of the following countries are there only 5 national daily newspapers (primarily because of the difficulty of producing a newspaper in this country's native language)? |
| | A) | Uruguay |
| | B) | Poland |
| | C) | Turkey |
| | D) | Israel |
| | E) | Japan |
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| 14 | |
In which of the following countries does almost every home in major cities have a television (most adults in these cities view television and listen to radio daily)? |
| | A) | Uruguay |
| | B) | Poland |
| | C) | Russia |
| | D) | Israel |
| | E) | China |
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| 15 | |
If you wanted to retain the largest international advertising agency, which of the following would you want to retain? |
| | A) | Omnicom Group |
| | B) | Interpublic Group |
| | C) | WPP Group |
| | D) | Publicis Groupe |
| | E) | Dentsu |
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