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| 1.
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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.
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The marketing promotion element that has as its purpose the stimulation of consumer purchases and improvement of retailer or middleman effectiveness and cooperation, is: |
| | A) | advertising. |
| | B) | public relations. |
| | C) | sales promotion. |
| | D) | direct selling. |
| | E) | personal selling. |
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| 3.
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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.
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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.
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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.
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Gloria, international marketing executive with a product message to communicate, is converting the message into effective symbolism for transmission to receivers. Gloria is involved in _____________ a message. |
| | A) | an information source |
| | B) | encoding |
| | C) | a message channel |
| | D) | decoding |
| | E) | a receiver |
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| 7.
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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.
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Morgan Barnes is finding it 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.
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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.
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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.
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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.
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From an international marketing perspective, which of the following is one of the strengths of satellite television broadcasting but is also a drawback? |
| | A) | Satellite television is both innovative and invasive. |
| | B) | Satellite television spans a wide geographic area covering many countries and cultures. |
| | C) | Satellite television provides both information and advertising. |
| | D) | Satellite television enhances the global community but some people do not want to be part of it. |
| | E) | All of the above are international marketing strengths and drawbacks of satellite television. |
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| 13.
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With respect to the problem of verification of circulation data in many international markets, one expert suggested: |
| | A) | "It will all work out in the end." |
| | B) | "Everything is accurate to the nth degree." |
| | C) | "Advertising managers from the U.S. are too data crazy." |
| | D) | "Work with the numbers and they will work with you." |
| | E) | "Divide the reported circulation by two and take that number with a grain of salt." |
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| 14.
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In some countries television is a competitive commercial market, in others there are commercial monopolies, and in some countries television is controlled by noncommercial broadcasting (government). This affects the ____________ of television advertising to international marketers. |
| | A) | coverage |
| | B) | technology |
| | C) | simplicity |
| | D) | spectrum |
| | E) | availability |
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| 15.
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Limitations of Internet as an international marketing advertising outlet include limited penetration in many markets and: |
| | A) | The proliferation of Web sites competing for viewers' attention. |
| | B) | ICANN heavy-handed supervision. |
| | C) | Censorship through spam filters. |
| | D) | Lack of interest among many consumer segments. |
| | E) | all of the above. |
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