Question : 61. (p. 471) Which of the following steps of a communications process important : 1242138

61. (p. 471) Which of the following steps of a communications process is important as a check on the effectiveness of the other steps? 
A. Selecting a proper message
B. Encoding the message
C. Selecting an appropriate channel of communication
D. Decoding the message
E. Feedback

62. (p. 472) All of the following statements are true regarding legal constraints on advertising EXCEPT: 
A. in Germany, it is illegal to use any comparative terminology.
B. Chinese government has banned pigs in advertising.
C. in Kuwait, advertising is not allowed on the government-controlled TV network.
D. the European Union limits product placement in foreign programming but not EU-produced material.
E. Russian law forbids subliminal advertising.

63. (p. 473) Which of the following are especially vulnerable as EU member states decide which area of regulation should apply to these services? 
A. Newspaper advertising
B. Radio advertising
C. Outdoor services
D. Personal selling
E. Internet services

64. (p. 473) _____ is one of the major barriers to effective communication through advertising. 
A. Language
B. Ideology
C. Technology
D. Distance
E. Power structure

65. (p. 473) According to the text, Austria is a best illustration of how media choice can be distorted due to ____. 
A. literacy levels
B. government laws
C. cultural differences
D. advertising taxation
E. standard of living

66. (p. 475) According to one advertising executive, “International advertising is almost uniformly dreadful mostly because people: 
A. don’t know how to read.”
B. don’t like advertising in general.”
C. don’t understand language and culture.”
D. don’t have time to watch advertisement.”
E. become conditioned to ignore advertising.”

67. (p. 475) According to the text, the only way to avoid linguistic problems in advertising communication is: 
A. creating an entirely new advertisement for the new market.
B. using the best language experts for translating the advertisement.
C. developing a new version of the product for the new market.
D. in-country testing with the target consumer group.
E. avoiding verbal communication and used only facial expressions and physical gestures in the advertisement.

68. (p. 477) With respect to advertising, _____ is especially important when a budget is small or where there are severe production limitations. 
A. color
B. language
C. technology
D. creativity
E. slogans

69. (p. 478) Which of the following statements is true regarding the cost of the media? 
A. Media prices remain fixed in all the countries.
B. Agency space discounts are rarely split with the client.
C. The cost of reaching a prospect through advertising is independent of the agent’s bargaining ability.
D. The per contract cost for advertisements varies widely from country to country.
E. Britain has a fixed rate card for advertising slots.

70. (p. 479) One head of an Italian advertising agency commented about his country: “One fundamental rule. ____.” 
A. All consumers are alike
B. You cannot buy what you want
C. Television is always the best communication vehicle
D. Literacy is not a problem anymore
E. Only Americans like sex and humor in advertising