The _____ and the television have become major communications media in most countries, due to their inherent entertainment value.

The _____ and the television have become major communications media in most countries, due to their inherent entertainment value.

A) Newspapers
B) Radio
C) The Internet
D) Billboards
E) Cinema halls


Answer: Radio

In the case of international advertising, which of the following is one of the major barriers to effective communication through advertising?

In the case of international advertising, which of the following is one of the major barriers to effective communication through advertising?

A) Language
B) Politics
C) Religion
D) Education
E) Government legislature


Answer: Language

Problems of literacy, media availability, and types of media create challenges in the communications process at the _____ step.

Problems of literacy, media availability, and types of media create challenges in the communications process at the _____ step.

A) message selection
B) encoding
C) feedback
D) decoding
E) noise identification


Answer: encoding

In which step of the international communications process is the message from the source converted into effective symbolism for transmission to a receiver?

In which step of the international communications process is the message from the source converted into effective symbolism for transmission to a receiver?

A) Selecting a message
B) Encoding
C) Selecting a message channel
D) Decoding
E) Identifying the sources of noise


Answer: Encoding

In an international communication process carried out by a company, the sales force of the company that conveys the encoded message to the intended receiver acts as a(n) _____.

In an international communication process carried out by a company, the sales force of the company that conveys the encoded message to the intended receiver acts as a(n) _____.

A) decoder
B) source of noise
C) receiver
D) message channel
E) information source


Answer: message channel

During which step of the international communications process does the receiver of the message interpret symbolism transmitted from the information source?

During which step of the international communications process does the receiver of the message interpret symbolism transmitted from the information source?

A) Selecting a message
B) Encoding
C) Selecting a message channel
D) Decoding
E) Identifying the sources of noise


Answer: Decoding

Companies are proposing newer _____ market segments defined by "consumer cultures" related to shared sets of consumption-related symbols—convenience, youth, America, internationalism, and humanitarianism are examples.

Companies are proposing newer _____ market segments defined by "consumer cultures" related to shared sets of consumption-related symbols—convenience, youth, America, internationalism, and humanitarianism are examples.

A) local
B) global
C) regional
D) geographic
E) linguistic


Answer: global

Lately, more and more multinational companies are favoring _____ of advertising themes in different countries.

Lately, more and more multinational companies are favoring _____ of advertising themes in different countries.

A) standardization
B) unification
C) uniformity
D) regularization
E) customization


Answer: customization

The emergence of pan-European communications media entices companies to:

The emergence of pan-European communications media entices companies to:

A) brand the same products differently in different countries.
B) use different advertising appeals for different regions in Europe.
C) adopt more standardized promotional efforts.
D) advertise local products locally.
E) limit sales and promotions to English-speaking regions.


Answer: adopt more standardized promotional efforts.

Which step of international advertising always represents the most daunting task for international marketing managers?

Which step of international advertising always represents the most daunting task for international marketing managers?

A) Performing marketing research
B) Developing the most effective message(s) for the market segments selected
C) Composing and securing a budget based on what is required to meet goals
D) Evaluating the campaign relative to the goals specified
E) Specifying the goals of the communication


Answer: Developing the most effective message(s) for the market segments selected

The role of _____ is to encourage the press to cover positive stories about companies and manage unfavorable rumors, stories, and events.

The role of _____ is to encourage the press to cover positive stories about companies and manage unfavorable rumors, stories, and events.

A) public relations
B) direct selling
C) trade shows
D) personal selling
E) sales promotion


Answer: public relations

_____ may be classified as an aspect of sales promotions or public relations.

_____ may be classified as an aspect of sales promotions or public relations.

A) Product tie-ins
B) Product samplings
C) Corporate sponsorships
D) In-store demonstrations
E) Point of purchase displays


Answer: Corporate sponsorships

Which of the following is NOT a specific objective of sales promotion?

Which of the following is NOT a specific objective of sales promotion?

A) Achieving immediate purchase
B) Introducing consumers to the store or brand
C) Gaining retail point-of-purchase displays
D) Creating good relationships with the popular press
E) Augmenting advertising and personal sales efforts


Answer: Creating good relationships with the popular press

Cents-off, in-store demonstrations, and point-of-purchase displays are types of _____ devices.

Cents-off, in-store demonstrations, and point-of-purchase displays are types of _____ devices.

A) personal selling
B) sales promotion
C) trade show
D) direct selling
E) public relations


Answer: sales promotion

____ are marketing activities that stimulate consumer purchases and improve retailer or middlemen effectiveness and cooperation.

____ are marketing activities that stimulate consumer purchases and improve retailer or middlemen effectiveness and cooperation.

A) Sales promotions
B) Advertisements
C) Trade shows
D) Direct selling events
E) Public relations campaigns


Answer: Sales promotions

For most companies, _____ and personal selling are the major components in the marketing communications mix.

For most companies, _____ and personal selling are the major components in the marketing communications mix.

A) public relations
B) direct selling
C) advertising
D) public relations
E) trade shows


Answer: advertising