Chapter

Question 1

What are the Integrated Market Communications key considerations?

Answer 1

Advertising, sales promotions, trade shows, personal selling, direct selling, public relations.

availability of channels varies in different markets

Goal is to achieve synergies

Question 2

sales promotions in international markets

Answer 2

Directed toward consumer or retailer

Local Adaptation crucial

Specific objectives

Question 3

what is the role of Public Relations (PR)

Answer 3

Create good relationships with press and media

Effective PR benefits communication with public

Question 4

What is the purpose of an ad

Answer 4

Interpret or translate qualities of products and services in terms of consumers needs, wants, desires and aspirations.

Question 5

Consumer response to ads is impacted by:

Answer 5

Culture, style, feelings, value systems, attitudes, beliefs and perceptions

Question 6

International ad must coincide with cultural norms

Answer 6

Emotional appeals, symbols, persuasive approaches