Answer: Globally integrated marketing communications – a program that consists of a carefully designed combination of all communications with the company's internal and external publics.

Answer: 

a. Advertising

b. Personal selling

c. Sales promotion

d. Public relations

Answer: Communication – the process of sending, receiving, and interpreting information

Answer: 

a. Sending a message

b. Encoding a message

c. Decoding a message

d. Feedback

• This is done from a sender to a receiver through a transmission device

Answer: 

a. Language and slang

b. Directness of address

c. Eye contact

d. Ethnocentrism

e. Stereotyping

f. Differences in the meanings of non-verbal cues

g. Personal space issues

h. Use of symbols and cultural icons

Answer: 

a. Low context cultures – cultures that demonstrate high values toward and positive attitudes regarding words.

b. High context cultures – cultures that rely more on symbols and language with less explicit or spelled-out codes.

Answer: 

a. The sender is sending the message

• They must create the message

• Encode the message

• Understand the barriers they may be facing

• Deliver the message through a transmission device

• Receive feedback from the receiver

b. The receiver is receiving the message

• They must get the message – listen closely, not be distracted

• Decode the message

• Give feedback to the sender

Answer: 

a. Establish objectives

b. Create an advertising budget

c. Choose an advertising agency

d. Oversee the advertising program

e. Assess advertising effectiveness

Answer: 

a. Percentage of sales

b. Match the competition

c. Arbitrary allocation

d. Objective and task

Answer: 

a. Television

b. Radio

c. Magazines

d. Newspapers

e. Billboard/outdoor

f. Direct mail

Answer: 

a. Video game advertising

b. Cinema or movies trailers

c. Subway tunnels

d. In-flight airline magazines

e. Carry-home bags

f. Clothing bearing company names or logos

g. Mall signs

h. Kiosks

i. Posters

Answer: 

Attitudinal	Behavioral
Brand recognition	Inquiries
Brand recall	Web site visits
Recall of the advertisement	Store traffic
Perceptions of position	Direct marketing responses
Brand loyalty	Redemptions of marketing offers (coupons, premiums, contest entries)
Brand equity	Sales by unit
Changes in sales volume

Answer: 

a. Fear – using fear to motivate the purchase – show a fear and the product eliminates this fear. Must be a moderate level of fear.

b. Humour – using a funny ad

c. Sex/sensuality – using attractive models and romance to sell

d. Musical – where the tune (or music) is the primary element of the ad

e. Rationality – the rational reason to purchase the product

f. Emotions – using emotional appeals to sell the product. Emotions used in advertising include friendships, trust, happiness, security, serenity, anger, family bonds, and passion

g. Scarcity – limited time offerings

Answer: 

a. Companies need to make sure their advertising appeals match these paradoxes in the desired countries

b. The equality paradox – what the culture views as something they think should be equal, such as income or opportunity.

c. Dependence and freedom paradoxes – the power distance a culture believes in – is it a collectivist or independent culture

d. The success paradox – the degree people believe it is right to show off

Answer:

a. Power distance is related to perceptions of independence, in a low power distance culture independence is valued. Power distance will be displayed in relationships (young/old) between persons featured in advertisements and how those relationships are demonstrated. In a lower power distance country, advertisements may be designed with a mother and daughter sharing an experience as “friends,” whereas in a high power distance culture the same two will be viewed with the elder advising, counseling, or teaching the younger person.

b. Individualism/collectivism – whether it is focusing on a single individual versus a group – When the advertising team knows that messages are being constructed for members of an individualistic culture, the language in the copy will be more direct and personalized, such as the “Treat yourself right” tagline for Crystal Light. Direct references to “I,” “we,” and “you” become more likely. In collectivist cultures, sharing and being part of a group become important elements of the message strategy.

c. Masculinity/femininity,  masculinity often connects with individualism, gender portrayals differ in masculine as opposed to feminine cultures. Often, men are depicted being incompetent in domestic settings in masculine cultures; the kitchen is the woman's domain and she has the greater expertise. Feminine cultures are more caring, appreciate softness, and favour small over large. Sweden's Volvo tag line "True refinement comes from within" expresses the value that you do not have to show off, win, or make sure everyone knows your car is bigger and better.

d. Uncertainty avoidance – Advertisements in countries with high levels of uncertainty avoidance tend to be highly structured and contain a great deal of information and detail. Strong uncertainty avoidance is connected to the desire for explanation, testing, proof, advice, and testimonials by experts.

e. Long/short-term orientation – Customers in countries with a short-term orientation may often view advertisements featuring a scarcity appeal. The approach matches the sense of urgency present in the culture, and leads to phrases such as "Buy now!" Short-term orientation is related to immediate gratification. Long-term orientation advertisements are associated with symbols and words regarding the future, stability, and future generations.

Answer: 

a. Cognitive strategies – present rational arguments or pieces of information to consumers. The key idea will be in regard to a product's attributes and benefits.

b. Affective strategies –  invoke feelings or emotions and match those feelings with a product, service, or company. A resonance approach connects the product with the consumer's experiences to develop stronger ties between the product and the individual. Emotional advertising elicits emotions related to product recall and choice by developing positive feelings toward the brand.

c. Conative strategies – are designed to lead directly to a consumer response, such as a store visit or purchase. Such an approach connects well with short-term orientation cultures.

Answer: 

a. Animation – cartoons – cartoon characters or other figures pitch products

b. Slice-of-life – Slice-of-life executions involve four stages: (1) encounter, (2) problem, (3) interaction, and (4) solution. Two or more people meet. They discover they experience a common dilemma, such as a dirty shirt. In the interaction, one explains to another how a product provides a solution. The quandary is resolved by using the good or service, and everyone is happy.

c. Dramatization – When a slice-of-life contains additional intensity, it becomes a dramatization.

d. Testimonial – Satisfied customers provide testimonials. In collectivist cultures, the recommendation of friends or endorsement by a group of peers will be persuasive.

e. Authoritative – Authoritative messages are delivered by experts, such as doctors, lawyers, and those who use a product in some technical manner

f. Demonstration – a demonstration of using the product – Demonstration executions gain value in high-context cultures, where visual images portray a product's benefits.

g. Fantasy – For those with a short-term orientation, a fantasy offers a "get away from it all" option involving sex, love, romance, or self-indulgence. Fantasies are not as well accepted in logical, rational cultures; however, a fantasy can be constructed to show someone gaining status and power by using a product in a high power distance culture.

h. Informative – Informative executions deliver straight-forward presentations. They work better in low-context cultures and with those seeking to avoid uncertainty. Many business-to-business advertisements are informative, regardless of cultural differences, due to the nature of the message and the audience, which expects more rational and clear-cut information.

Answer: 

a. Announcements are presentations of facts without the use of people. Visuals portray the message. A pure display appears in a shop window. A product message transmits information about product attributes in a factual, logical manner. These messages appear in low-context cultures in which explanations are desired. The corporate presentation form of announcement describes the overall corporation with a voice-over or a song.

b. Association transfers are a format in which a product is combined with another object, person, situation, or environment. One form of transfer, the lifestyle method, associated people with a culture or counterculture of a country. A standard lifestyle presentation connects a product to a youthful approach to life. Germany's Beck's beer often presents commercials depicting young people engaged in active hobbies or events. With the metaphor form of association transfer, the characteristics of an animal or idea are connected with the product.

c. Lesson – applies facts and arguments to the audience in the form of a lecture. In low-context cultures, straightforward presentations of facts are welcome. The viewer learns how a product solves a problem or improves her life. In one format, a presenter is the dominant present in the advertisement speaking directly and sending the main message. The presenter can use the demonstration format to explain the product's benefits. For collectivist cultures, a set of presenters may appear in the commercial. A second form of lesson takes the form of endorsement and testimonial, which is highly similar to the testimonial and authoritative executional frameworks. A third version, the vignette, uses a series of independent sketches or visual situations with no continuity in the action. The product is displayed as the focus of the vignette with a voice-over or song suggesting how it is connected to the story being portrayed.

d. Demonstration is the fourth version of the lesson format and is the same as used in the traditional framework. Product comparisons may be part of a demonstration presentation, where two items are shown in use side-by-side.

e. Entertainment – When theatrical drama, musicals, shows, comedies, slapstick, humor, horror or satire provides the primary advertising format, the mode is called entertainment. The use of humor as an advertising appeal has been presented previously, with the caution that humor is subject and difficult to create. A play or act around the product presents a story that may or may not be connected to the product.

f. Imagination – this format utilizes cartoon or other visual techniques to make unrealistic presentations of a make-believe world.

g. Special effects –this format can be used to deliver a wide variety of commercials by combining animation, cartoon, camera effects (camera motion), recording techniques, music, and other sounds. Special effects can highlight a dramatization, fantasy, or animation executional framework.

Answer: 

a. Buzz marketing

b. Product placements and branded entertainment

c. Guerrilla marketing

d. Lifestyle marketing

Answer: 

Individual differences	Situational factors	Mechanical problems
Age	Emotions	Language & slang
Gender	Context	Technical terminology
Level of education	Distractions	Physical disabilities
Status	Transmission device issues
Personality	Nonverbal contradiction of
The verbal message

• All of these barriers become more extreme in international contexts.
• Age – is more complicated in the international contexts because age is viewed differently in different cultures – in some cultures it is respected whereas in other cultures it is looked down upon. Age can create a barrier in communication within an organization because people of different ages often communicate differently causing issues or confusion.
• Gender – is more complicated in the international context because this greatly affects the communication patter between genders and differs across cultures, so one must know how to behave to the opposite sex. Gender in an organization can be a problem for reasons such as sexual harassment or making the opposite sex feel uncomfortable.
• Level of education – is more complicated in the international context because levels of education vary greatly internationally – this can also cause tension among employees in an organization.
• Status – varies more internationally and can cause tension among employees in an organization.
• Personalities are influenced by cultural surroundings making them more diverse and more difficult to predict internationally and personalities can cause conflict in organizations.
• Emotions – are viewed differently in different cultures making it more difficult to know what is acceptable. Emotions can cause tension among employees and make people feel uncomfortable in organizations
• Context can cause distractions in international marketing as well as in a corporation
• Distractions make international marketing difficult and cause message errors and misunderstandings in organizations
• Language and slang – Language and slang may interfere with communication even in domestic settings. A person who speaks two languages may be less fluent in one, causing difficulty when conversing in the second language. Slang varies by age, culture, and other variables. Technical terminology exists when someone who is well-versed in an area, such as information technology, uses words only those in the field would understand when non-technical individuals are present. These mechanical issues become intensified in an international marketing context. A great deal communication in this context includes at least one non-native speaker who must cope with both the technical terminology and language differences.  Differences in language and slang can also cause issues within an organization and cause misunderstandings.
• Technical terminology – these can be made even more difficult in international marketing due to translation problems – this can also cause disconnect among employees in an organization when some the technical terms and others do not.
• Physical disabilities – Physical disabilities can be a problem for the sender when he has speech impairment. They can cause difficulties for any receiver who is hard of hearing, deaf, or blind. This is difficult to communicate in any setting, international and in an organization.
• Transmission device problems include poor cell phone signals, trying to shout over wind and rain from a distance, and any other problem with the medium carrying the message. In international contexts this can be more difficult because of different standards of things such as cell phone signals may differ among countries and would cause confusion and or difficulties communicating in organizations.
• Non-verbal contradictions occur when the sender's verbal cues do not match her gestures, facial expression or posture. This can be even more difficult in an international setting because the nonverbal cues may differ across cultures making communication mistakes. This would cause confusion in an organization – you don’t know what the other person is trying to say – they are sending two different messages.

Answer: 

• Create brand and product awareness
  
  • Traditional advertising appeals

1. Television – brand/product awareness can be created by product placement in shows and by showing commercials

2. Radio – commercials can create brand awareness

3. Magazines – print ads can create brand awareness

4. Newspapers – stories about the brand / PR and ads

5. Billboard/outdoor – ads will create

6. Direct mail – tell the customer about the brand/product

• International advertising appeals

1. Power distance – power distance in the ads should match what the culture thinks is appropriate

2. Individualism/collectivism – ads should favour the approach the culture agrees with

3. Masculinity/femininity – ads should match the cultures view of mas/fem

4. Uncertainty avoidance – ads should decrease this if it is high

5. Long/short term orientation – ads should focus on what the culture focuses on

• Build or improve a brand’s image
  
  • Traditional advertising appeals

1. Television – have respected people use the brand on TV

2. Radio – have trusted hosts talk about using the brand – have consumers give testimonials in commercials

3. Magazines – get famous people photographed with the brand

4. Newspapers – have included in a story

5. Billboard/outdoor  – increase awareness

6. Direct mail – send out lots of positive information about the product

• International advertising appeals (same for all below)

1. Power distance – have the right people using

2. Individualism/collectivism – ads should favor the approach the culture agrees with

3. Masculinity/femininity – ads should favor the approach the culture agrees with

4. Uncertainty avoidance ads should favor the approach the culture agrees with

5. Long/short-term orientation ads should favor the approach the culture agrees with

• Increase sales/market share
  
  • Traditional advertising appeals

1. Television – ads to generate sales

2. Radio – ads to generate sales

3. Magazines – ads to generate sales

4. Newspapers – offer coupons

5. Billboard/outdoor  – ads to generate sales

6. Direct mail – offer coupons or free samples

• Persuade customers to try a product
  
  • Traditional advertising appeals

1. Television – ads to get people to try the product

2. Radio – offer a discount to radio listeners

3. Magazines  – offer a sample (perfume)

4. Newspapers – coupons

5. Billboard/outdoor  – ads to get people to try the product

6. Direct mail – offer sample/coupons

• Provide information
  
  • Traditional advertising appeals

1. Television – through ads or having people use it on TV

2. Radio – through informative ads

3. Magazines through informative ads

4. Newspapers through informative ads

5. Billboard/outdoor through informative ads

6. Direct mail through informative mail outs

• Support other marketing efforts
  
  • Traditional advertising appeals

1. Television – make sure ads fit with the entire marketing plan

2. Radio – make sure ads fit with the entire marketing plan

3. Magazines – make sure ads fit with the entire marketing plan

4. Newspapers – make sure ads fit with the entire marketing plan

5. Billboard/outdoor – make sure ads fit with the entire marketing plan

6. Direct mail – make sure ads fit with the entire marketing plan

• Encourage action
  
  • Traditional advertising appeals

1. Television – limited time offered (coupon s/discounts/sales) ads

2. Radio – limited time offered ads

3. Magazines – limited time offered ads

4. Newspapers – limited time offered ads

5. Billboard/outdoor – limited time offered ads

6. Direct mail – limited time offered mail outs

Answer: 

• Power distance – affective ads are more powerful in low power distance cultures – so this would influence the strategy used
• Individualism/collectivism – conative strategies will work better in individualist cultures
• Masculinity/femininity – this would determine the message appeal because affective ads are more powerful in feminine cultures
• Uncertainty avoidance – if high cognitive ads would be better at reducing
• Long/short term orientation – conative approaches work better with short term orientations

Answer: 

• Animation can be used in international advertising executions – such as imagination and special effects.
• Slice-of-life – can be done through lessons in international
• Dramatization – in both frameworks
• Testimonial – through announcements
• Authoritative – through announcements
• Demonstration – done through lessons
• Fantasy – done though fantasy
• Informative – done through lessons

Answer: 

• Buzz marketing – this would work really well in low context cultures, people can tell others about their experiences and post to social media websites.  This method matches this culture. The method does not match high context cultures – it would be hard to communicate buzz marketing through symbols, but brand could try to generate this by using logos.
• Product placements and branded entertainment – this method matches high context cultures, the symbols and products will represent brands well and will be remembered by customers. This method does not match low context cultures where words and information are more important.
• Guerrilla marketing – guerrilla marketing is designed to create buzz by using a combination of grass roots approaches – this method matches low context cultures, using words to create buzz will register with customer in this type of culture.  This method does not match high context cultures, but they can try and create guerrilla marketing strategies using symbols and brands. 
• Lifestyle marketing – This would be best in a low context culture where they can make contact with customers and tell them about the products and give them samples – this is a match.  This is not as good of a match with high context cultures, here they could try to present the brand in logo form at these locations.