Question

Question 3

Someone once commented that advertising is America’s greatest export. Discuss.

Question 8

How can advertisers overcome the problems of low literacy in their markets?

Question 18

Take each of the steps in the communications process and give an example of how culture differences can affect the final message received.

Answer 1

Answer 3= the given comment states that American marketers were the first ones who identified the importance and significance of the advertising in affecting the customer's buying behavior and used it as an important factor in the comprehensive marketing plan. As the concept and strategy adopted by Americans were also successful in the foreign markets, it is considered that it has been exported. There are a number of American Advertising Agencies that are operating in many other foreign markets with a lot of success. The concept of advertising was adopted widely in different countries only after it became successful in America.

Answer 8= in order to overcome this issue, the marketers can use the pictures, audio-video messages to present the product and the ideas in place of text. These pictures and audio and video will induce the sensation of the customers and will have a better understanding of the message.

Answer 18-

1. An information source: . examples can be the input received from the research conducted on a given topic and this will have some changes in the message in case the information collected is not valid related to the market or its culture.

2. Encoding: This will be used in the example by keeping the research information into a given message and with the help of the language barrier, this can have some influence on the research information.

3. A message channel: Email can be an example of this but it can also have some bearing on the final message as the email may not be accepted in some cultures.

4. Decoding: The example can be when a message from French is received by a Spanish and this may not be understood by Spanish as the message might be written in French

5. Receiver: The receiver can react to the misinterpreted message. In the above example, Spanish is the receiver and his culture can affect his opinion and intention

6. Feedback: This is how the customer reacts to a given message