International Advertising - Chapter 8

The word "brand" fits logically in the sentence as it suggests that people shop while being exposed to a variety of brand experiences. Brands play a significant role in influencing consumer behavior and decision-making, so it makes sense for people to encounter different brand experiences while shopping.

IPTV stands for Internet Protocol TV. The term "protocol" refers to a set of rules or guidelines that govern the way information is transmitted over a network. In the case of IPTV, the Internet Protocol is used to deliver television programming and other video content over the internet. This means that instead of using traditional methods like cable or satellite, IPTV uses internet protocols to stream and deliver content to viewers.

The statement "Media landscapes vary" is true. Media landscapes refer to the different forms and types of media that exist in different regions or countries. These variations can include differences in media ownership, regulation, content, and audience preferences. Media landscapes can vary greatly between countries, regions, or even within the same country. Therefore, it is correct to say that media landscapes vary.

The statement "Cost and effectiveness of media vary" is true. This means that different types of media platforms, such as television, radio, print, and digital, have varying costs and levels of effectiveness in reaching the target audience. Some media may be more expensive but have a higher impact, while others may be more affordable but have a lower reach. It is important for businesses and advertisers to consider these factors when planning their marketing strategies to ensure they are using the most cost-effective and impactful media channels.

North American blogs are personal because they often reflect the thoughts, opinions, and experiences of the individual author. Unlike news articles or corporate blogs, personal blogs allow individuals to express themselves freely and share their unique perspectives on various topics. These blogs often cover personal stories, hobbies, interests, and lifestyle choices, making them a platform for self-expression and connection with readers. Personal blogs are popular in North America, where individuals value their independence and freedom of speech.

Chat programs provide a platform for direct communication and interaction with a specific target group. They allow businesses or individuals to engage with their intended audience in real-time, providing personalized messages, support, or information. By utilizing chat programs, one can tailor their communication strategies to effectively reach and engage with a specific target group, making the statement true.

They are measured differently

The correct answer is Entertainment, Social, Information. The internet serves as a platform for entertainment, providing various forms of media such as movies, music, and games. It also serves as a social platform, allowing people to connect and communicate with each other through social media platforms and messaging apps. Additionally, the internet is a vast source of information, providing access to a wide range of knowledge and resources through websites, search engines, and online databases.

The correct answer is Americans and Japanese. This is because both Americans and Japanese cultures have a strong emphasis on television consumption. In both countries, watching TV is a popular leisure activity and a common form of entertainment. Therefore, it can be inferred that Americans and Japanese spend a significant amount of their time watching TV.

The given answer is true because Japanese blogs are indeed dominated by hobby and recreational blogs. This can be attributed to the fact that many Japanese people use blogging as a way to express their interests and share their hobbies with others. Additionally, Japan has a strong culture of leisure activities and a wide range of hobbies that people are passionate about, which further contributes to the dominance of hobby and recreational blogs in the Japanese blogosphere.

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In the US, families use the computer to teach and educate their children. The computer provides access to a wide range of educational resources, including online learning platforms, educational websites, and interactive educational software. It allows children to engage in interactive learning activities, access educational videos and tutorials, and communicate with teachers and peers. The computer also offers the opportunity for personalized and adaptive learning experiences, as well as the ability to track progress and provide feedback. Additionally, the computer can be used for research, writing, and creative projects, enhancing children's critical thinking and digital literacy skills.

Ordering online replaces the traditional method of mail order. In the past, people would fill out order forms and send them through the mail to purchase products. However, with the advent of e-commerce and online shopping, individuals can now conveniently place orders for products and services through various websites and platforms. This eliminates the need for physical mail orders and the involvement of mailmen in delivering these orders.

The correct answer is "chatting". Chatting refers to the act of engaging in conversation with others through instant messaging or online chat platforms. When individuals engage in chatting, they are able to communicate and interact with others, which can lead to the development and strengthening of relationships. Through continuous communication, these relationships can intensify and become more meaningful over time.

The "three screens" refer to the computer, television, and mobile phone. These devices are commonly used to access and consume media content. The term highlights the shift in media consumption from traditional platforms like the theatre to digital screens. With the advent of technology, people now have multiple screens at their disposal to watch movies, shows, and other forms of entertainment. This answer correctly identifies the three screens that have become integral to modern media consumption.

IPTV stands for Internet Protocol Television, which refers to the delivery of television content over the internet protocol networks. Netcasting, also known as internet broadcasting, is a term used to describe the distribution of audio or video content over the internet. Therefore, netcasting is the most appropriate term to describe IPTV as it involves the transmission of television content over the internet. The other options, such as commercial advertising, media planning, and webmastering, are not directly related to the concept of IPTV.

People in low power distance index (PDI) cultures, where there is less emphasis on hierarchy and authority, are more likely to have a preference for individualism and independence. In such cultures, there is a tendency to rely on oneself and have less trust in traditional institutions. This may lead to a preference for online shopping, where individuals have more control over their purchasing decisions and can avoid potential interactions with salespeople or hierarchical structures associated with physical stores. Therefore, people in low PDI cultures are more likely to do most of their shopping online.

In COL cultures, they have one radio per family.

The internet is considered the universal global medium because it allows for instant communication and access to information on a worldwide scale. Unlike other mediums such as television or news, the internet is not limited by geographical boundaries and can reach people in any part of the world. Additionally, the internet provides various platforms and services that cater to different needs, such as social media, email, online shopping, and streaming. Its widespread usage and accessibility make it the most suitable answer for the given question.

Promotional activities can be planned in a way that they directly or indirectly affect contact points. These activities are designed to create awareness, generate interest, and ultimately drive customers to make contact with the company or its products/services. By strategically planning and executing promotional activities, companies can influence the contact points where potential customers interact with their brand, such as through advertising, social media campaigns, events, or partnerships. This can help companies increase their visibility, attract more customers, and ultimately achieve their marketing objectives.

People in COL cultures are more open to SMS ads because SMS is a widely used and popular communication method in these cultures. It is a direct and personal form of communication that allows for immediate and concise messaging. Additionally, SMS ads can be easily accessed and viewed on mobile phones, which are commonly used in COL cultures. This makes SMS ads more effective in reaching and engaging with the target audience in these cultures.

In the context of the given question, COL refers to "Cognitive Offloading and Learning" which suggests that internet usage replaces book reading. This implies that instead of relying on books for information and knowledge, people now turn to the internet as a source of learning and gathering information. The other options mentioned (brain cells, dating, and commercial interruption) do not align with the concept of cognitive offloading and learning, making book reading the most suitable replacement.

The given options - chatting, advertising, instagraming, and blogging - all involve different activities that individuals engage in. However, the word "topics" suggests that the focus is on the content or subject matter being discussed or shared. While chatting, advertising, and instagraming may involve sharing information or content, blogging specifically refers to the act of writing and sharing content on an online platform. Therefore, blogging is the most suitable option that aligns with the idea of discussing different topics across cultures.

The correct answer is 4.4 billion. This is the most reasonable answer because the Olympics is a major global event that attracts a large audience from all around the world. Considering the population of the world and the popularity of the Olympics, it is plausible that billions of people watched the 2008 Beijing Olympics.

Media Planning is the process of selecting the appropriate media channels to reach and engage the target audience effectively. It involves determining the best combination of media platforms such as television, radio, print, digital, etc., to deliver the advertising message. Channel Planning, also known as Media Channel Planning, is a key component of Media Planning, where specific media channels are identified and selected based on their reach, frequency, cost, and relevance to the target audience. It involves analyzing the characteristics and effectiveness of different media channels to ensure that the advertising message reaches the right people at the right time.

The given answer options of "research," "shop," "surf," and "communicate" all relate to different motives for using the internet. Researching involves seeking information and knowledge, shopping involves making purchases online, surfing refers to browsing the internet for various purposes, and communicating involves interacting with others through online platforms. These motives encompass a wide range of activities that people commonly engage in when using the internet.

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IPTV allows people to watch content on both their computer and cellphone. This means that they have the flexibility to access their favorite shows and movies on multiple devices, whether they are at home or on the go. This convenience and accessibility make IPTV a popular choice for entertainment.

The correct answer is UK because it is well-known for having a high number of households with television sets. The UK has a long history of television broadcasting, with the BBC being one of the oldest and most respected broadcasters in the world. Additionally, the UK has a strong television industry, with popular shows that are exported and watched globally. Therefore, it is likely that in 1997, the UK had the highest population with the most TV sets in Europe.

Advertising or media agencies have propriety media effectiveness tools to measure variety of means of communication by product category. These tools are specifically designed and owned by the agency to assess the effectiveness of different media channels and platforms in promoting products or services. They help in analyzing the impact of advertising campaigns, identifying the most suitable media channels for specific product categories, and optimizing marketing strategies for better results. These tools provide valuable insights and data to make informed decisions and improve the overall effectiveness of advertising efforts.

The given answer "COL" suggests that the statement about TV sets being on all the time in polychronic cultures is related to the cultural dimension of COL (Collectivism). In collectivist cultures, there is a greater emphasis on group harmony and collective interests, which may translate into a higher preference for communal activities such as watching TV together. This can lead to TV sets being on all the time in these cultures, as it promotes a sense of togetherness and shared experiences.

The correct answer is Korea, Japan, Italy. This answer is based on the order of the countries listed in the options. The question asks for the highest mobile broadband connectors, and based on the options, Korea is listed first, followed by Japan and then Italy. Therefore, Korea has the highest number of mobile broadband connectors, followed by Japan and then Italy.

The attributes of a mobile phone include its use varying across cultures, being used in IDV (individualistic/collectivistic) societies to inform each other, and the choice between contract and prepay options. This means that the way mobile phones are utilized differs among different cultures, they serve as a means of communication in IDV societies, and individuals have the option to choose between contract or prepay plans.

Cross media synergy refers to the collaboration and interaction between different media platforms to enhance the overall impact and effectiveness of a message or content. The internet plays a crucial role in this process as it allows for seamless integration and interaction between various media channels such as television, news, and word of mouth communication. Through the internet, content can be shared, discussed, and amplified across different platforms, reaching a wider audience and generating more engagement. Thus, the internet facilitates cross media synergy by enabling the convergence and interconnectedness of different media channels.

During the 1970s, Portugal had the least amount of TVs among the given European countries. This suggests that TV ownership was relatively low in Portugal compared to Kentucky, Sweden, and France during that time period.

Germany is the correct answer because it is known for having a high level of television ownership and viewership. Germany has a strong television industry and a large population, which contributes to its high number of TV sets. Additionally, Germany has a long history of producing popular television shows and has a strong culture of watching television. Therefore, it is likely that in 1990, Germany had the highest population with the most TV sets in Europe.

The main advertising formats of the internet include email, banner ads, viral marketing, and streaming video. Email advertising involves sending promotional messages directly to individuals' email inboxes. Banner ads are graphical advertisements that appear on websites, typically in the form of rectangular images or animations. Viral marketing refers to the use of social media and other online platforms to spread marketing messages rapidly through word-of-mouth. Streaming video advertising involves displaying video ads before, during, or after streaming video content online. These formats are commonly used by advertisers to reach and engage with their target audiences on the internet.

The World Wide Web allows businesses to reach consumers anywhere in the world, as it is accessible globally. It is represented by "www." in website URLs. High MAS (Masculinity) societies use the World Wide Web to become more competitive, as it provides a platform for businesses to expand their reach and compete on a global scale. It also improves the quality of life for high FEM (Femininity) societies, as it offers access to information, communication, and various services. Additionally, wealth and individualism (IDV) are attributes associated with the World Wide Web, as it enables economic growth and individual empowerment.

synchronous would be - interpersonal (interactive), such as voice or video call.
asynchronous would be - impersonal (non-interactive), such as text message, e-mail, news.