Chapter 19: International Promotion and Advertising Flashcards
1
Q
What is crucial for deciding the elements of a promotional mix?
A
Understanding one’s target audience.
2
Q
What is advertising influenced by?
A
A market’s culture.
3
Q
Whats the framework for international promotion?
A
- Study the target market
- Determine the extent of standardization
- determine the promotional mix
- Develop the message
- Select the effective media
- Establish control mechanism
4
Q
What is local responsiveness?
A
Company adapt its products and strategies according to local needs and requirements.
5
Q
What is standardization?
A
Advertising should be standardized for all markets of the world.
6
Q
What is modification?
A
Achieving adequate and relevant advertising requires separate campaigns for each market.
7
Q
What is pattern advertising?
A
Global advertising strategy with a standardised basic message allowing some degree of modification to meet local situations.
