Deck 13: Launching Global Communication and Advertising

Question 1

The IMC or ______ approach recognizes that the various elements of a company's communication strategy must be not only carefully coordinated, but their impact as a whole on the market should also be considered.

A) integrated marketing communications
B) integrated marketing coordination
C) international marketing coordination
D) international marketing communications
E) integrated marketing cost-containment

Answer 1

A

Question 2

_________________ refers to any paid consumer or trade communication program of limited duration that adds tangible value to a product or brand, involving international players.

A) Periodic global advertising
B) International sales promotion
C) International personal selling
D) International marketing communications
E) International sponsorship

Answer 2

B

Question 3

__________________ is the most efficient way of gaining new customers and retaining existing ones in international markets.

A) Social media
B) Multichannel promotion
C) International direct marketing
D) International personal selling
E) Global advertising

Answer 3

C

Question 4

Which of the following is NOT one of the dimensions critical for the success of a global brand?

A) Recognition
B) Consistency
C) Emotion
D) Cost
E) Management

Question 5

____ such as Nike and Sony, have come to be associated with universal ideas and narratives. These brands have built a powerful appeal that transcends their national origins to become truly global.

A) Super brands
B) Glocal brands
C) Dominant brands
D) Prestige brands
E) Master brands

Question 6

__________________ should not be designed or executed in isolation. It should be an integral part of a coherent promotional strategy and the overall marketing mix.

A) Global advertising strategy
B) New product development and promotion
C) Global brand extensions
D) The choice of an international advertising agency
E) Marketing communications staffing

Question 7

As the name suggests, _______________ reflects each market's cultural or social conditions.

A) standardized advertising
B) adapted or localized advertising
C) glocal advertising
D) global advertising
E) integrated marketing communications

Question 8

______________________ offers savings, consistency, control, stronger brand recognition, and the ability to leverage products and know-how across multiple markets.

A) Product and promotion coordination
B) Use of a single advertising agency that has offices around the world
C) Standardized marketing and advertising on a global scale
D) Single-language promotion
E) Centralized communications decision making

Question 9

Apart from legal issues, one of the biggest challenges in global advertising involves ______________.

A) determining commission programs for personal selling in multiple countries
B) political risks and terrorist threats
C) poorly conceived creative strategies
D) cultural issues
E) decentralized decision making authority in the execution of communications programs

Question 10

Which of the following is NOT one of the important reasons why companies choose advertising agencies for their global marketing needs?

A) Cost-effectiveness
B) Market knowledge
C) Superior creative work
D) Specialized services
E) Language and translation issues

Question 11

There are five promotional elements included in integrated marketing communications: advertising, publicity and public relations, sales promotion, direct marketing, and personal selling. Select a product whose marketing you are familiar with and a country outside of your own that you know. Explain how each of the five elements could be used in the promotional mix and include examples of how these elements could leverage each other.

Question 12

The role of culture in advertising has been discussed, frequently focusing on notable miscommunications. Select either direct marketing or personal selling and discuss the cultural challenges a marketer would face.