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1)For most companies, trade shows and direct selling are the major components in the marketing communications mix

Marketing

1)For most companies, trade shows and direct selling are the major components in the marketing communications mix. 
 

 

 

Chapt16 Integrated Marketing Communications and International Advertising Answer Key
 

2.

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

 

 

 


True / False Questions
 

 

 

 

 

3.

Contests, sweepstakes, sponsorship of special events such as concerts are techniques used for maintaining and improving public relations. 
 

 

 

 

 

4.

Sales promotions are long-term IMC efforts directed to the consumer or retailer. 
 

 

 

 

 

5.

Sales promotions constitute the major portion of the promotional effort in rural and less accessible parts of a market. 
 

 

 

 

 

6.

Of all the elements of the marketing mix, decisions involving advertising are those most often affected by cultural differences among country markets. 
 

 

 

 

 

7.

While developing an international advertisement campaign, the last step of the process is evaluating the campaign relative to the goals specified. 
 

 

 

 

 

8.

The role of public relations is to create good relationships with the popular press and other media to help companies communicate messages to their publics—customers, the general public, and governmental regulators. 
 

 

 

 

 

9.

Different cultures often seek the same value or benefits from the primary function of a product. 
 

 

 

 

 

10.

A reason for the failure of marketing communications is that the message received by the intended audience is not understood because of different cultural interpretations. 
 

 

 

 

 

11.

When a message from the source is converted into effective symbolism for transmission to a receiver, the message is said to have been decoded. 
 

 

 

 

 

12.

Uncontrollable and unpredictable influences such as competitive activities and confusion that detract from the process of communication are called feedback. 
 

 

 

 

 

13.

When a marketing executive advertises his product in a newspaper, the newspaper acts as a feedback channel. 
 

 

 

 

 

14.

Problems of literacy, media availability and types of media create problems in the international communications process at the encoding step. 
 

 

 

 

 

15.

Errors at the receiver end of the international communications process do not occur if the message is encoded properly. 
 

 

 

 

 

16.

The feedback step of the international communications process is important as a check on the effectiveness of the other steps. 
 

 

 

 

 

17.

Competitive advertising is a source of noise in the international communications process. 
 

 

 

 

18.

Feedback channels must be carefully selected if an encoded message is to reach the consumer. 
 

 

 

 

 

19.

A proper encoding system allows a company to correct errors before substantial damage occurs. 
 

 

 

 

 

20.

In the context of advertising, a marketer’s self-reference criterion (SRC) affects the ultimate success of the communication. 
 

 

 

 

 

21.

Television is an advertising medium where there are no restrictions in most countries. 
 

 

 

 

 

22.

A majority of the population of less developed countries can be reached readily through the traditional mass medium of advertising. 
 

 

 

 

 

23.

Due to their inherent entertainment value, satellite TV and the Internet have become major communications media in almost all nations. 
 

 

 

 

 

24.

One of the drawbacks of satellites is also their strength, that is, their ability to span a wide geographical region covering many different cultures. 
 

 

 

 

 

25.

Industrial advertisers rarely use direct mail for advertising. 
 

 

 

 

 

26.

In the context of international advertising, an advertiser must consider local variations when choosing an appropriate medium. 
 

 

 

 

27.

In the context of international advertising, advertisers prefer global television (satellite broadcasts) due to the availability of accurate market data in most countries. 
 

 

 

 

 

28.

International advertisers use foreign national consumer magazines extensively because they have dependable circulation figures. 
 

 

 

 

29.

In the context of international advertising, search engines have now become crucial directors of Internet users’ attention. 
 

 

 

 

 


Multiple Choice Questions
 

30.

In the context of integrated marketing communications, in many markets, the availability of appropriate _____ to customers can determine entry decisions.  
 

 

A. 

demonstrations

 

B. 

cultural appeal

 

C. 

technological aid

 

D. 

services

 

E. 

communication channels

 

 

 

31.

Integrated marketing communications are composed of all of the following EXCEPT:  
 

 

A. 

advertising.

 

B. 

sales promotions.

 

C. 

trade shows.

 

D. 

public relations.

 

E. 

political rallying.

 

 

 

32.
 

For most companies, which of the following are the major components in the marketing communications mix? 
 

 

A. 

Public relations and advertising.

 

B. 

Direct selling and trade shows.

 

C. 

Advertising and personal selling.

 

D. 

Public relations and sales promotions.

 

E. 

Direct selling and sales promotions.

 

 

 

33.
 

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

 

A. 

Sales promotion

 

B. 

Advertising

 

C. 

Trade shows

 

D. 

Direct selling

 

E. 

Public relations

 

 

 

34.

_____ are short-term efforts directed to the consumer or retailer to achieve such specific objectives as consumer product trial or immediate purchase.  
 

 

A. 

Sales promotion

 

B. 

Advertising

 

C. 

Trade shows

 

D. 

Direct selling

 

E. 

Public relations

 

 

 

35.

In-store demonstrations, samples, coupons, contests, and sweepstakes are examples of _____ devices.  
 

 

A. 

personal selling

 

B. 

sales promotions

 

C. 

trade shows

 

D. 

direct selling

 

E. 

public relations

 

 

 

36.

All of the following are specific objectives of sales promotion EXCEPT:  
 

 

A. 

immediate purchase.

 

B. 

consumer introduction to the store.

 

C. 

gaining retail point-of-purchase displays.

 

D. 

building brand loyalty.

 

E. 

encouraging stores to stock the product.

 

 

 

37.

An especially effective promotional tool when a product concept is new or has a very small market share is known as _____.  
 

 

A. 

sponsorship

 

B. 

sweepstakes

 

C. 

product sampling

 

D. 

contests

 

E. 

product tie-ins

 

 

 

38.

Creating good relationships with the popular press and other media to help companies communicate messages to their publics—customers, the general public, and governmental regulators—is the role of _____.  
 

 

A. 

trade shows

 

B. 

direct selling

 

C. 

public relations

 

D. 

personal selling

 

E. 

sales promotion

 

 

 

39.

Which of the following elements of integrated marketing communications is related to encouraging the press to cover positive stories about companies and managing unfavorable rumors, stories, and events?  
 

 

A. 

Public relations

 

B. 

Direct selling

 

C. 

Trade shows

 

D. 

Personal selling

 

E. 

Sales promotion

 

 

 

40.

_____ might be classified as an aspect of sales promotions or public relations, though their connections to advertising are also manifest.  
 

 

A. 

Trade shows

 

B. 

Cent-offs

 

C. 

Road shows

 

D. 

Sweepstakes

 

E. 

Corporate sponsorships

 

 

 

41.

In the context of international advertising, global mass media advertising is a powerful tool for _____.  
 

 

A. 

relationship orientation

 

B. 

long-term performance

 

C. 

product stability

 

D. 

emotional appeal

 

E. 

cultural change

 

 

 

42.
 

Of all the elements of the marketing mix, decisions involving _____ are those most often affected by cultural differences among country markets.  
 

 

A. 

direct selling

 

B. 

public relations

 

C. 

trade shows

 

D. 

advertising

 

E. 

sales promotion

 

 

 

43.

In the context of international advertising, it has been observed that advertising expenditures are generally _____.  
 

 

A. 

linear

 

B. 

supplemental

 

C. 

mutually reinforcing

 

D. 

cyclical

 

E. 

constrained

 

 

 

44.

While developing an international advertisement campaign, which of the following is the first step of the process? 
 

 

A. 

Compose and secure a budget based on what is required to meet goals.

 

B. 

Specify the goals of the communication.

 

C. 

Select effective media.

 

D. 

Execute the campaign.

 

E. 

Perform marketing research.

 

 

 

45.

Of all the elements of the marketing mix, decisions involving which of the following are those most often affected by cultural differences among country markets? 
 

 

A. 

Price of the product.

 

B. 

Benefits offered by the product.

 

C. 

Services offered along with the product.

 

D. 

The place of offering the product.

 

E. 

Advertisement of the product.

 

 

 

46.

Of the seven steps involved in international advertising, _____ almost always represents the most daunting task for international marketing managers.  
 

 

A. 

developing messages

 

B. 

selecting effective media

 

C. 

executing the campaign

 

D. 

composing and securing a budget

 

E. 

specifying the goals of the communication

 

 

 

47.

Which of the following is an example of the primary attribute of a product? 
 

 

A. 

The ability of a camera to take a picture.

 

B. 

The design and form factor of a phone.

 

C. 

The color of a laptop.

 

D. 

The prestige associated with driving a car.

 

E. 

The eco-friendly functioning of a digital watch.

 

 

 

48.

Due to differences in culture in different markets, standardized products that are marketed globally will require:  
 

 

A. 

a different advertising appeal.

 

B. 

a different primary function.

 

C. 

consistent promotional messages.

 

D. 

a standardized marketing strategy.

 

E. 

standardized secondary attributes.

 

 

 

49.

The emergence of pan-European communications media will most likely cause companies to:  
 

 

A. 

opt for localized promotional campaigns.

 

B. 

opt for greater customization of promotional efforts.

 

C. 

promote their products only in English.

 

D. 

use only Internet as their message channel.

 

E. 

choose more standardized promotional efforts.

 

 

 

50.

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

 

 

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