When used properly, social media can be a valuable addition to a department's communications strategy. Because many employees have expressed an interest in developing and maintaining a social media presence in personal and professional capacities, the Office of University Communications and Marketing has crafted the following introduction to social media. Please read this overview prior to developing your social media presence. Show
What is social media? What are the benefits of using social media? Should I create social media accounts for my department? What social media sites should my department be on? Before you launch an official account on a new social media site for your department, try it on a personal level. Create an account for yourself, and then use it. Study how other individuals and companies use the site. What type of content is posted on the site? Which posts are the most popular on the site? How often are users and companies posting? Then, think about how your department would fit in. Just because you can be on a social media site, doesn't necessarily mean you should be. Spreading yourself across too many social media sites could dilute your social strategy, preventing you from using any of them effectively. Instead, focus on the social media sites that allow you to share your content with the appropriate audience. Marketing activities that stimulate consumer purchases and improve retailer or middlemen effectiveness and cooperation Marketing activities that stimulate consumer purchases and improve retailer or middlemen effectiveness and cooperation In the context of the communications process in advertising, problems of literacy, media availability, and types of media create challenges in the communications process at the ________ step. ________ in advertising is a thorny issue because most member countries of the European Commission have different interpretations of what constitutes a misleading advertisement. In the context of international advertising, it has been observed that advertising expenditures are generally... Which statement best defines the concept of public relations? It the creation of relationships with the media to help communicate messages to their customers, the general public, and governmental regulators _______ allows ESPN to fill blank walls, streets, or stadium sidings with computer-generated visuals that look like they belong in the scene. The only way to avoid linguistic problems in advertising communication is by... Performing in-country testing with the target consumer group What is true of the newspaper industry? In many countries, there is a time lag before advertisements can be run in a newspaper. A multinational pharmaceutical company used a saffron trident in a promotional campaign for one of its drugs in India. The saffron trident, a religious symbol in India, was meant to indicate the three levels of efficacy of the drug but mistakenly conveyed a religious message to Indians. This miscommunication indicates a problem associated with which step of the international communications process? A study of a representative sample of European consumers indicated that... Nearly 8 in 10 believed ads were often deceptive about product quality When developing an international advertisement campaign, what is the first step of the process? Perform marketing research In Spain, a new medium for advertising called Publicoche involves... Private cares that are painted with advertisements What are the major components in the marketing communications mix for most companies? Advertising and personal selling Certain advertising media are forbidden by government edict to accept some advertising materials. Such restrictions are most prevalent in... Radio and television broadcasting One of the drawbacks of satellite TV is... Governments' fear of a loss of control over their airwaves and messages Using newspapers or magazine ads as a channel of communication when the majority of the intended users cannot read is an example of ineffective ________ in the communications process. Skepticism and negative attitudes about advertising, along with poor practices by some advertisers, have resulted in the International Advertising Association... Developing self-regulating codes of conduct Which country has the most egregious control over advertising, where each medium has its own censorship board that passes judgment on any advertising even before it is submitted for approval by the Ministry of Information? What is true of advertising agencies for international advertising? The cross-cultural communication between a foreign client and a local agency can be problematic Janel, a media consultant, is helping the integrated marketing communications manager of a French cosmetics company with the design and content to be used in an upcoming promotional campaign in Japan. The IMC manager knows what to convey but wants to word it in a culturally relevant manner. With which step of the international communications process is Janel helping the company? An international marketing executive with a product message to communicate specifically acts as a(n)... What is an example of comparative advertising? An ad showing a dog choosing one brand of dog food over another brand Compensation arrangements for advertising agencies throughout the world are based on the U.S. system of ________ commissions. ________ is defined as the interpretation by the receiver of the symbolism transmitted from an information source. Most toy manufacturers would agree that toys cannot be marketed profitably in countries without commercial television advertising directed toward children. In this scenario, commercial television advertising exemplifies the availability of appropriate... In the context of international advertising, ________ is the neon capital of the world. Due to differences in culture in different markets, standardized products that are marketed globally will most likely require... Different advertising appeals Integrated marketing communications include... What is a company's most direct tie to the customer? An expatriate sales force is likely to be... the best choice when selling requires an extensive amount of background knowledge In relationship-oriented cultures such as France, Mexico, and Japan, sales representatives... Tend not to be highly respected What practice, with respect to motivating sales personnel, is most common in relationship-oriented countries like Japan? Companies motivate sales representatives through frequent interaction with supervisors. Unlike the Japanese, the American sales managers have less need to worry about the problem of motivating poor performers. What is the reason for this? the team does not have low performers as they either quit or are fired Expatriate managers fear that they will lose opportunities for promotion because they will be forgotten by the home office while they are working in a foreign country. True or False? Countries such as Germany allow for greater use of expatriates in international sales forces. What is most likely the reason for this? Germany has an information-oriented culture When hiring new personnel for international marketing, what is considered to be the best way to assess the traits necessary for success? Interviews and role playing exercises What is the final link in a company's marketing and sales efforts? What is true of local nationals who are hired to sell a company's products? They are better able to lead a company through the maze of unfamiliar distribution systems A marketer who expects to be effective in the international marketplace should... Have a positive outlook on an international assignment Expatriates working in high-tax countries prefer direct income instead of fringe benefits as part of their compensation package. True or False? Most expatriate failures are caused by the lack of... An understanding of cultural differences When is an expatriate sales force most likely to have an advantage over a native sales force? When the product is highly technical in nature Helmut, a German national, works as a sales manager for Grey Oil Corporation in the Middle East. Given the benefits associated with the job, he works on one foreign assignment after another and rarely returns to the headquarters in Germany. In view of the given information, we can say that Helmut is a... Doreen is a French citizen who has been working for a U.S. company in Spain for twenty years. Doreen may be considered to be a... When Sandra was offered a transfer to the London office from New York, she worried that she would miss out on opportunities in the New York office when she returned because she hadn't been there. This is a common problem with... Qualified and ambitious sales personnel refuse to take up foreign assignments for fear of hampering their career development. This "out of sight, out of mind" fear is most closely linked to the problems of... Are considered to be major communications media in most countries due to their inherent entertainment value?Due to their inherent entertainment value, satellite TV and the Internet have become major communications media in almost all nations. Industrial advertisers rarely use direct mail for advertising.
During which step of the international communications process is the message from the source converted into effective symbolism for transmission to a receiver?2. Encoding. The message from the source converted into effective symbolism for transmission to a receiver.
What is an example of the primary function of a product quizlet?Which of the following is an example of the primary function of a product? The ability of a camera to take a picture. Due to differences in culture in different markets, standardized products that are marketed globally will most likely require: A different advertising appeal.
Which of the following best defines public relations?“Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.”
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Blogs virtual worlds and video sharing are examples of media commonly known as
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