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Marketing Communication

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Questions and Answers

What is the primary purpose of encoding in marketing communication?

To provide feedback to the company
To translate the idea into a promotional message (correct)
To decode the promotional message
To disrupt the audience's ability to receive the message

What is a key consideration for marketers when promoting products in another country?

Focusing solely on TV advertising
Adapting to local cultural nuances (correct)
Using only social media for promotions
Understanding the local laws

What can disrupt the audience's ability to receive and interpret a promotional message?

Feedback from the audience
The encoding process
The decoding process
The presence of noise (correct)

What is the circular process in marketing communication?

A process where information flows back to the source (B) Signup and view all the answers

What is an example of a medium used to communicate a promotional message?

Direct mailing (C) Signup and view all the answers

What can result from ignoring cultural nuances in international marketing communication?

Increased potential for noise (A) Signup and view all the answers

What is the main benefit of posting banners at international events?

To expose the brand name to millions of viewers globally (C) Signup and view all the answers

What is a major challenge for marketers in the European Union?

Standardizing advertising for a single Euro-consumer (C) Signup and view all the answers

What is the process of sending promotional messages about products called?

Marketing communication (B) Signup and view all the answers

What is a key characteristic of successful pan-European ads?

Using few written or spoken words and many visuals (A) Signup and view all the answers

What is the main advantage of the TAG Heuer watch ad?

It focuses on the product and consumer (C) Signup and view all the answers

Why is communicating promotional messages more difficult in international business?

Because of language translation issues (B) Signup and view all the answers

What is the main advantage of using the dual extension method for companies that are the low-cost leaders in their industries?

It enables companies to keep costs down with one product and one promotional message (A) Signup and view all the answers

What type of products is the dual extension method more suitable for?

Upscale personal items with global brand names (B) Signup and view all the answers

What is the main difference between the dual extension method and the product extension/communication adaptation method?

The alteration of the product for different target markets (D) Signup and view all the answers

What is the advantage of the product extension/communication adaptation method?

It contains costs because the good itself requires no alteration (D) Signup and view all the answers

What is the trend in the information age that is making the dual extension method more popular?

Consumers becoming more aware of global fads and fashions (B) Signup and view all the answers

What type of buyers is the dual extension method more suitable for?

Brand-conscious teenagers and higher-income individuals (B) Signup and view all the answers

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