Consumer Motivation
What concept explains why consumers act to satisfy needs such as security, belonging, or self-esteem?
Motivation
What approach uses the same advertising message across countries?
Global (standardized) advertising
What term describes limited growth opportunities in domestic markets?
Market saturation
What decision determines where advertising control is located?
Organization structure
What process explains how consumers select, organize, and interpret marketing messages?
Perception
What type of needs focus on emotions, feelings, and self-image?
Psychological needs
What approach adapts advertising messages to local cultures?
Local (localized) advertising
What is a key reason companies expand into international markets?
Sales and profit growth
What are the three organization styles used in international advertising?
Centralized, decentralized, combination
What type of perception occurs when consumers notice only messages relevant to them?
Selective exposure
According to Chapter 4, why do marketers use emotional appeals in advertising?
To connect with underlying consumer motives
What approach balances standardization and adaptation?
In-between approach
How does operating in multiple countries reduce business risk?
Risk diversification
What is a key criterion for selecting an international advertising agency?
Local market knowledge
Why is perception important in advertising message design?
Consumers may interpret messages differently than intended
Which theory explains that needs must be satisfied in a particular order?
Maslow’s hierarchy of needs
When is global advertising most appropriate?
When targeting global elites or similar segments
Why is international advertising important to global brand building?
It creates awareness and consistency
Why must creative strategies be adapted for international markets?
Cultural differences affect message effectiveness
What happens when consumers interpret information in a way that supports existing beliefs?
Selective distortion
Why must motivation be considered differently across cultures in international markets?
Needs and priorities vary by culture
What term describes a common advertising framework adapted locally?
Pattern advertising
Why has international digital advertising increased rapidly?
Growth in internet and mobile usage
What two types of media can be used internationally?
Local media and international media
Why is perception especially important in international advertising?
Cultural differences affect message interpretation