Chapter 16: Integrated Marketing Communications and International Advertising

Question 1

7 Steps in communication

Answer 1

1. Information Source
2. Encoding
3. Message Channel
4. Decoding
5. Receiver
6. Feedback
7. Noise

Question 2

Information source

Answer 2

Produce message to communicate

Question 3

Encoding

Answer 3

Conversion to effective symbolism for transmission

Question 4

Message Channel

Answer 4

Media that conveys the encoded message

Question 5

Decoding

Answer 5

Interpretation by the receiver

Question 6

Receiver

Answer 6

Receives the message

Question 7

Feedback

Answer 7

Information about effectiveness of the message

Question 8

Noise

Answer 8

Uncontrollable and unpredictable influences

Question 9

4 Aspects to international advertising

Answer 9

1. Availability
2. Cost
3. Coverage
4. Determining Media Appropriateness

Question 10

Availability

Answer 10

Some have too few media advertising channels and others have too many

Question 11

Cost

Answer 11

Media Prices are negotiable in most countries

Question 12

Coverage (2 Points)

Answer 12

1. Difficulty of reaching certain sectors of the population with advertising
2. The lack of information on coverage

Question 13

Determining Media Appropriateness

Answer 13

Verification of circulation or coverage figures is a difficult task and the accuracy of circulation and audience data is uncertain.