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BU-­‐424  International  Trade  &  Marketing  
Section  Exam  III  Chapter  #  16  
Study  Guide  
32
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 building  brand  loyalty
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 (455)  An  especially  effective  promotional  tool  when  the  product  concept  is  new  or  has  
a  very    
small  market  share  is  ____
...
 product  sampling  
 
34
...
   
C
...
 (455)  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
...
 (457)  International  public  relations,  sales  promotion,  and  other  IMC  efforts  work  best  
when  coordinated  and  reinforced  with:    
C
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37
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 Automotive  
 
   

38
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D
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 (461)  Which  of  the  following  organizations  has  spent  the  highest  amount  on  
advertising  during  the  years  2007  and  2008?  
...
 Procter  &  Gamble  Co
...
 (461)  While  developing  an  international  advertisement  campaign,  which  of  the  
following  is  the  first  step  of  the  process?    
E
...
 
   
41
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 The  method  of  advertising  the  product  
   
42
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A
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(462)  Which  of  the  following  is  LEAST  likely  to  be  an  international  advertising  goal?    
B
...
 
 
 44
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 But,  because  
of  differences  in  culture,  the  products  will  require:    
A
...
 
 
 45
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 bundle  of  satisfactions  the  buyer  receives
...
 (467)  During  which  step  of  the  international  communications  process,  the  receiver  of  
the  message  interprets  symbolism  transmitted  from  the  information  source?    
 
D
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 (467)  In  the  international  communications  process,  once  a  message  to  communicate  
has  been  decided,  it  goes  to  the  ____  stage
...
 receiver  
 
48
...
   
 
D
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 (467)  In  an  international  communications  process,  an  international  marketing  
executive  with  a  product  message  to  communicate  acts  as  a  ____
...
 message  source  
 
50
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 Decoding  
 51
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 The  ad  prompted  many  viewers  to  ask  if  the  perfume  was  effective  
against  infertility
...
 Encoding  the  message  
 
 52
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 Noise  
   
53
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 The  manager  knows  what  she  wants  to  say  but  is  having  
trouble  coming  up  with  the  right  language
...
 choosing  the  appropriate  channel  for  the  message
...
   (468)  After  running  a  series  of  ads  promoting  the  benefits  of  her  company's  skin  care  
products,  Kathy  learns  some  consumers  drank  her  product  rather  than  applying  it  to  their  
skin
...
   
A
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 (468)  Once  a  message,  in  the  international  communications  process,  has  been  decoded,  
it  goes  to  the  _____  stage
...
 receiver  
 
56
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 Problems  of  literacy  
 
57
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D
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 (468)  With  reference  to  a  communication  process,  using  the  Internet  as  a  medium  
when  only  a  small  percentage  of  an  intended  market  has  access  to  the  Internet,  is  an  
example  of  error  related  to:    
C
...
 
 
 59
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 improper  encoding
...
 (471)  Which  of  the  following  statements  about  comparative  advertising  laws  is  most  
correct?    
D
...
 
 
61
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 Feedback  
 62
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 in  Kuwait,  advertising  is  not  allowed  on  the  government-­‐controlled  TV  network
...
 (473)  Which  of  the  following  are  especially  vulnerable  as  EU  member  states  decide  
which  area  of  regulation  should  apply  to  these  services?    
E
...
 (473)  _____  is  one  of  the  major  barriers  to  effective  communication  through  advertising
...
 Language  
 
 
65
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D
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 (475)  According  to  one  advertising  executive,  "International  advertising  is  almost  
uniformly  dreadful  mostly  because  people:    
C
...
"  
 
 67
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 in-­‐country  testing  with  the  target  consumer  group
...
 (477)  With  respect  to  advertising,  _____  is  especially  important  when  a  budget  is  small  
or  where  there  are  severe  production  limitations
...
 creativity  
 
 69
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 The  per  contract  cost  for  advertisements  varies  widely  from  country  to  country
...
 (479)  One  head  of  an  Italian  advertising  agency  commented  about  his  country:  "One  
fundamental  rule
...
"    
B
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 (479)  Asahi'  is  the  largest  newspaper  of  ____
...
 Japan  
 
72
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 He  suggested  that  as  a  rule,  agencies  
should:    
A
...
 
 
   

73
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 few  magazines  have  a  large  circulation  and  provide  reliable  circulation  data
...
 (481)  Which  of  the  following  are  considered  to  be  major  communications  media  in  
most  countries?    
B
...
 (482)  _____  was  the  first  to  broadcast  across  Asia
...
 Star  TV  
 
 76
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 their  ability  to  span  a  wide  geographical  region  covering  many  different  country  
markets
...
 (483)  _____  is  an  innovation  that  will  make  regional  advertising  in  diverse  cultures  
easier  than  it  presently  is  when  using  cable  or  satellite  television
...
   
A
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 (483)  Direct  mail  is  an  unpopular  medium  in  Chile  because:    
B
...
 
 
79
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 It  is  limited  in  its  penetration  of  households  globally  and  for  
consumer  products,  its  major  limitation  is  coverage
...
 Also  it  is  
difficult  to  control  this  media
...
   
E
...
 (484)  According  to  a  survey,  the  most  visited  Web  sites  in  France  are  ____
...
 Google  sites  
   

81
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 Coverage  of  the  Internet  
 
82
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C
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 (485)  Blogs,  social  networking,  and  video  sharing  are  examples  of  media  commonly  
known  as  ____
...
 social  media  
 
 
84
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   Australia    
85
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 with  high  illiteracy  rates
...
 (489)  _____  is  clearly  the  neon  capital  of  the  world
...
 Hong  Kong  
 
87
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 This  
medium  of  advertising  known  as  ‘Publicoche'  is  generally  found  in  ____
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 Spain  
 
 
88
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S
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C
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 (491)  Which  of  the  fpollowing  statements  regarding  how  Brazilians  perceive  
advertisements  is  true?    
A
...
 
 
 
   

90
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B

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