Answer to Question 1
(1) Global promotion is possible only when brands and the messages about those brands have a similar appeal across diverse cultures. (2) International promotion occurs when firms prepare and place different promotion in different national markets. It is appropriate when a product does not have cross-cultural appeal and global recognition. (3) National promotion is used when a single message needs to reach all of the geographic areas of one nation. (4) Regional promotion is carried out by producers, wholesalers, distributors, and retailers that concentrate their efforts in a relatively large, but not national, geographic region. (5) Local promotion is directed at an audience in a single trading area, either a city or state.
Answer to Question 2
The two main components are the production and reception of messages. In production the content of any communication is produced. It is the product of the interaction of many institutions. In reception, individual members of the audience interpret communications according to a set of factors, governed largely by their salient social networks. This is where the meaning is determined. The processes of production and reception are partially independent because the producers of a message cannot control or even closely monitor the actual reception and interpretation of the content.
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