Chapter 9 - Advertising Planning: An International Perspective

Chapter 9 – Advertising Planning: An International Perspective

Complete Chapter Questions With Answers

Sample Questions Are Posted Below

TRUE/FALSE

1. Ethnocentrism is the term used to describe each individual’s tendency to view and value things from the perspective of one’s own cultures.

ANS:  T                    DIF:    Easy               REF:   p. 290             OBJ:   9-1

TYP:   Knowledge

2. Advertising agencies must continuously decide how to overcome cultural barriers to communicate effectively.

ANS:  T                    DIF:    Moderate       REF:   p. 289             OBJ:   9-1

TYP:   Application

3. Ethnocentrism is the tendency to view and value things from the perspective of other consumers’ cultures.

ANS:  F                    DIF:    Easy               REF:   p. 290             OBJ:   9-1

TYP:   Knowledge

4. Although an effective international marketing program will probably involve separate research efforts in each market, these efforts can be supplemented through secondary sources.

ANS:  T                    DIF:    Moderate       REF:   p. 291             OBJ:   9-1

TYP:   Application

5. Analyzing international audiences is easy. Researchers have only to evaluate economic conditions, demographics, and product usage.

ANS:  F                    DIF:    Moderate       REF:   p. 291-292      OBJ:   9-1

TYP:    Comprehension