Q&A Hero

Q: When prizes are offered to companies or individual salespersons for selling a given manufacturer's product, the type of trade promotion is a ______. a. slotting fee b. trade contests c. relationship management d. cooperative advertising e. market-based promotion

Q: What term describes an arrangement in which a manufacturer agrees to pay for part of the advertising expenses for a retailer in exchange for promoting a specific product or products? a. display advertising b. promotional advertising c. cooperative advertising d. trade advertising e. market-based promotions

Q: A slotting or listing fee is ______. a. a payment that is made by an international marketer in order to secure shelf space in a store b. a payment to remove an item from store shelves that did not sell c. a form of cooperative advertising d. the fee paid to advertise on television e. a form of consumer promotion

Q: List and describe the five steps involved with developing an international advertising program.

Q: Describe how the following factors influence communication in high- vs. low-context cultures: meaning of words, nonverbal communication, symbolism, use of data, descriptions, and status of speaker. Compare and contrast how these factors differ in each culture.

Q: Describe the various barriers to communication as they apply to international marketing, including individual differences, situational factors, and mechanical problems. Use examples to illustrate the various barriers.

Q: List and describe the various steps of the communication process as it applies to international marketing. Use an example in an international marketing context to illustrate each of the steps.

Q: One common criticism of international advertising is that advertising overemphasizes materialism. a. True b. False

Q: Lifestyle marketing reaches bottom-of-the-pyramid consumers in comfortable settings, such as where they shop. a. True b. False

Q: Lifestyle marketing matches bottom-of-the-pyramid consumers. a. True b. False

Q: International guerrilla marketing programs begin with the identification of consumer touch points. a. True b. False

Q: Successful international guerrilla marketing programs generally take advantage of multiple media formats. a. True b. False

Q: In an international buzz marketing strategy execution, infection represents a successful program in which brand awareness has been greatly enhance by positive endorsements. a. True b. False

Q: A consumer evangelist is a type of brand advocate. a. True b. False

Q: Comparative advertising formats are illegal in some countries. a. True b. False

Q: Association transfers are a format in which a product is combined with another object, person, situation, or environment. a. True b. False

Q: A cognitive message strategy is designed to achieve immediate results. a. True b. False

Q: The executional framework is the manner in which an advertising appeal and message strategy is delivered. a. True b. False

Q: Cognitive message strategies most often encourage consumers to act immediately. a. True b. False

Q: A conative message strategy invokes feelings or emotions and matches those feelings with a product, service, or company. a. True b. False

Q: Affective message strategies are designed to lead directly to a consumer response, such as a store visit or purchase. a. True b. False

Q: A message strategy is the primary tactic or approach used to deliver the key idea in advertisement. a. True b. False

Q: Advertisements in countries with high levels of uncertainty avoidance tend to be highly structured and contain a great deal of information and detail. a. True b. False

Q: Visual elements of commercials focused on individualistic cultures tend to show groups of individuals enjoying a product together. a. True b. False

Q: Visual elements of commercials focused on individualistic cultures tend to feature a person enjoying a product alone. a. True b. False

Q: Cultures with high degrees of power distance often experience advertising with verbal and direct power claims. a. True b. False

Q: The equality paradox in Europe refers specifically to income distribution. a. True b. False

Q: Attitudes toward sex and gender roles tend to be much more liberal in Europe than in the United States. a. True b. False

Q: Advertising practices tend to be more conservative in Western cultures than in Eastern cultures. a. True b. False

Q: A cultural assimilator can help to guide international advertisers in the use of appropriate appeal formats for various cultures. a. True b. False

Q: A cultural assimilator concentrates on making sure prices are carefully set in a specific foreign country. a. True b. False

Q: A pulsating advertising format features advertisement run consistently throughout the year. a. True b. False

Q: A pulsating advertising format features advertisements throughout the year, with bursts during key seasons. a. True b. False

Q: A continuous advertising format means that commercials run consistently throughout the year. a. True b. False

Q: Renren is a popular social networking website for Chinese consumers. a. True b. False

Q: Familiarity with local markets is an important consideration when selecting an advertising agency for an international advertising campaign. a. True b. False

Q: The most complicated method for creating an international advertising budget is the objective and task method. a. True b. False

Q: Recency theory suggests that it takes three encounters with a message before a viewer will notice and recall it. a. True b. False

Q: In high-context cultures, international marketers rely heavily on symbolism when sending marketing messages. a. True b. False

Q: Facial expressions, body language, and the person presenting a message all play important roles in communication in high-context cultures. a. True b. False

Q: The meaning of a message is mainly contained in words in a high-context culture. a. True b. False

Q: Failure to make contact can make some international customers feel suspicious of a sender. a. True b. False

Q: Anger and depression greatly influence communication processes. a. True b. False

Q: Emotions and distractions are individual differences that create barriers to communication. a. True b. False

Q: Anything that can distort or disrupt a message constitutes nose or barriers to communication. a. True b. False

Q: Two levels of communication exist in organizations: individual interpersonal communication and communication systems. a. True b. False

Q: The marketing mix, as it applies to international marketing, includes traditional advertising, personal selling, sales promotion, and public relations. a. True b. False

Q: Which type of marketing involves making contact with customers in comfortable settings, including where they take part in hobbies, at entertainment venues, and at shopping locations? a. subliminal b. branded c. event d. lifestyle e. guerrilla

Q: Which of the following weaves a product or brand into the storyline of a movie or television show? a. branded entertainment b. buzz marketing c. sponsorships d. subliminal messaging e. advertainment

Q: Buzz marketing stages include which of the following three stages? a. inoculation, incubation, and reflection b. incubation, inflection, and infection c. inoculation, inflection, and infestation d. inoculation, incubation, and infection e. inoculation, infestation, and ingestion

Q: As discussed in the text, alternative marketing programs in international marketing include all of the following EXCEPT ______. a. buzz marketing b. guerrilla marketing c. product placements d. branded entertainment e. web-rated campaigning

Q: Which of the following involve four stages: encounter, problem, interaction, and solution? a. testimonials b. authoritative messages c. slice-of-life executions d. demonstrations e. informative executions

Q: Which of the following present rational arguments or pieces of information to consumers? a. experiential strategies b. behavioral strategies c. cognitive message strategies d. affective message strategies e. conative message strategies

Q: Advertisements promoting Buy Now! are more likely to succeed in which of the following cultures? a. long-term orientation b. short-term orientation c. high-context orientation d. low-context orientation e. collectivist orientation

Q: In which of the following cultures is sharing and being part of a group an important element of a marketing message? a. high power distance b. low power distance c. high context d. low context e. collectivist

Q: Which cultures are more likely to be open to advertisements featuring dependent relationships between children and parents? a. high power distance b. low power distance c. high context d. low context e. collectivist

Q: Which of the following three cultural paradoxes must be overcome when advertising products internationally? a. equality, dependence and freedom, success b. equality, dependence and freedom, country of origin c. equality, similarity, success d. equality, similarity, country of origin e. dissimilarity, dependence and freedom, success

Q: The concept of interest, laughing, and remembering ties to which advertising appeal? a. fear b. controversy c. humor d. scarcity e. recall

Q: Popular international advertising message appeals include all of the following EXCEPT ______. a. fear b. creative c. humor d. sex/sensuality e. scarcity

Q: Behavioral effects, as they relate to international advertising effectiveness, include all of the following EXCEPT ______. a. a company's image b. inquiries c. store traffic d. sales by unit changes in volume e. coupon redemptions

Q: Attitudinal effects, as they relate to international advertising effectiveness, include all of the following EXCEPT ______. a. brand recognition b. brand recall c. brand loyalty d. website visits e. perceptions of position

Q: In an international advertising campaign, which format features advertisements that are run consistently throughout the year? a. discontinuous b. continuous c. pulsating d. seasonal e. constant

Q: The two factors that have influenced media selection in international markets over the past decade include ______. a. creative theme and media availability b. social networking and import regulations c. the price for advertising time and the demand for evidence of program effectiveness d. emerging market technologies and import regulations e. creative briefs and technological support

Q: Traditional advertising media include all of the following EXCEPT ______. a. television b. radio c. newspaper d. magazine e. social networks

Q: Non-traditional media for international advertising include all of the following EXCEPT ______. a. video games b. subway tunnels c. in-flight airline magazines d. radio e. movie trailers

Q: A creative brief includes all of the following EXCEPT ______. a. advertising objective b. target audience c. advertising budget d. advertising message e. legal restrictions

Q: Which of the following normally serves as a template for an advertising program? a. creative brief b. ad budget c. mock-up d. advertising agreement e. advertising plan

Q: According to the text, which two are NOT criteria for selecting international advertising agencies? a. size and experience b. creative ability and services provided c. chemistry with the client and experience d. conflicts of interest and creative ability e. language and slang

Q: International advertising objectives include all of the following EXCEPT ______. a. create brand awareness b. build or improve brand image c. provide information d. change economic conditions in a region e. encourage consumer action

Q: The steps of an international advertising management program include all of the following EXCEPT ______. a. establishing international advertising objectives b. creating an international advertising budget c. overseeing the advertising program d. evaluating management style e. assessing advertising effectiveness

Q: Which of the following suggests that a message need only be viewed once if the consumer or business is ready to buy? a. primary theory b. recency theory c. one-exposure hypothesis d. single-communication theory e. single-message theory

Q: Which of the following proposes that it takes three encounters with a message before a viewer will notice and recall it? a. three-exposure hypothesis b. three-encounter theory c. three-message hypothesis d. three-communications theory e. three-message theory

Q: Clutter occurs when ______. a. consumers receive an abundance of marketing messages b. consumers are frustrated by the message being sent c. senders try to stay on message making a single point d. the transmission device is difficult to access e. a message is confusing

Q: Which of the following describes the abundance of marketing messages that consumers routinely encounter? a. clutter b. information overload c. message saturation d. message overload e. message proliferation

Q: Which of the following are employees who examine messages and prepare individuals for interactions with members of other countries? a. translators b. communication specialists c. cross-cultural specialists d. cultural intermediaries e. cultural assimilators

Q: Which of the following terms describe individuals who assist in the international communication process and who speak the native language of a host country? a. translators b. communication specialists c. cross-cultural specialists d. cultural intermediaries e. cultural assimilators

Q: In order to create quality communication, a sender should do all of the following EXCEPT ______. a. be aware of communication barriers b. have empathy for receivers c. pay careful attention to nonverbal cues d. confirm that message is received as intended e. use selective filtering

Q: Descriptions are often incomplete in which type of culture? a. low context b. high context c. illustrative d. literal e. bilateral

Q: Status is particularly important in communication processes in which type of culture? a. low context b. high context c. illustrative d. literal e. bilateral

Q: Data play an important role in communication in what type of culture? a. low context b. high context c. illustrative d. literal e. bilateral