1. In contrast to Western advertising the primary goal of Japanese advertising is to:

1. Inform prospective customers of the benefits of the firm’s product
2. Ensure that prospective customers remember the firm’s brand name
3. Build trust with the prospective customer
4. Minimize the benefits of competing products

2. Which of the following is NOT part of the basic communications model?

1. Sender
2. Message
3. Dissonance
4. Receiver
5. Feedback

3. We can expect that ______________ advertising would repeatedly emphasize the competitive features of the brand in order to convince the consumer to purchase the product.

1. American
2. Chinese
3. Thai
4. Japanese

4. The use of status sports such as golf, show jumping and sailboat racing in advertising is most likely to be effective in _________________ societies.

1. High power distance
2. Collectivist
3. High-context
4. Low context
5. Feminine

5. One of the major disadvantages of recruiting host-country sales professionals is that they will lack an understanding of _____________________.

1. The firm’s products
2. Head office corporate culture
3. Host-country culture
4. All of the above
5. (a) and (b) only