Ch 16-- International Marketing Communications and International Advertising

Question 1

What is advertising?

Answer 1

paid, non-personal presentation and promotion of ideas, goods, and services by an identified sponsor

Question 2

What is personal selling?

Answer 2

oral presentation in a conversation with one or more prospective purchasers for the purpose of making a sale

Question 3

What is public relations?

Answer 3

obtaining a favorable, positive image for a company, organization, products, or services

Question 4

What is sales promotions?

Answer 4

Are marketing activities that stimulate consumer purchases and improve retailer or middlemen effectiveness and cooperation; Are short-term efforts directed to the consumer or retailer to achieve such specific objectives as consumer-product trial or immediate purchase

Question 5

What kind of information should you obtain about your intended audience before preparing your advertising message?

Answer 5

Demographic information Age, income, gender
Needs and wants
Media habits
Attitude towards your product

Question 6

What is “noise” in the communication channel?

Answer 6

Anything that interferes with the message/process of the other six steps (An info source, Encoding, A message channel, Decoding, Receiver, Feedback)

Question 7

Where will understanding occur in a communication between two different cultures?

Answer 7

Where the cultural context of the sender overlaps the cultural context of the receiver

Question 8

What are some of the legal constraints that advertisers need to overcome in international communications?

Answer 8

Advertising campaigns must comply with legal regulations around the world

Comparative advertising is heavily regulated in other parts of the world

A variety of restrictions on advertising certain products in certain countries
Ex -> pharmaceuticals is restricted in many countries, can’t show drinking beer in the US

Advertising on television and the time devoted to it is strictly controlled in many countries

Question 9

What problems do language differences create for the international advertiser?

Answer 9

Basic problem is that the meaning of words is many times not the same from one country to the other

Question 10

What are some of the problems that international marketers face in communicating their product offerings to their target markets?

Answer 10

Cultural Diversity
Media Limitations
Productions and Cost Limitations
Lack of Market Data
Direct Mail
Internet