Deck 13: Launching Global Communication and Advertising

Question 1

Advertising,sales promotion,public relations,and personal selling comprise the ____________.

A) promotional mix
B) marketing mix
C) product mix
D) media mix

Answer 1

A

Question 2

That various elements of a company's communication strategy must be coordinated,and their market impact assessed,is represented by the concept of __________ .

A) international marketing
B) integrated marketing communications
C) internal marketing communications
D) international media communications

Answer 2

B
Explanation: The reference to coordinated communication elements refers to the term 'integrated,' as in 'integrated marketing communications'.

Question 3

Countries and cultures in which localized products reflect individual tastes and values would be categorized by RIO as ____________________.

A) global collectivists
B) cultural individualists
C) individual sensitives
D) collective sensitives

Answer 3

B
Explanation: This is not one of the terms used by RIO as a means to define the nature of the local culture.

Question 4

Carlsburg's marketing success is founded upon maintaining consistent,unchanging marketing strategies and tactics for each of its strategic objectives,including building brand awareness,seeking loyalty,and gaining greater visibility.

Question 5

Marketing consumer services,as opposed to marketing products globally also tends to be more effective when advertising is localized.

Question 6

When Volkswagen produced a car boasting a dashboard with a compass pointing toward Mecca and a special shelf to hold a copy of the Koran,it proved that it was indeed a _____________________ brand.

A) glocal
B) prestige
C) global
D) Islamic

Question 7

P&G's Safeguard brand reflects the type of product most likely to be categorized as _____________ by the RIO analysis.

A) master
B) global
C) glocal
D) prestige

Question 8

The metrics found in a social computing tool kit include __________________________.

A) reach and frequency
B) conversion rates and cost per sale
C) total audience size
D) gross rating points

Question 9

Golda's new job as marketing manager for Bay Finance SA is presenting her with many global marketing challenges.Her successes in standardizing global advertising led her former employer,a maker of prestige kitchen equipment,to achieve significant cost savings and increased global brand awareness.This same strategy has not succeeded in translating Bay Finance's brand across international markets.Why not?

A) Banking is not a service that can be successfully managed across international borders.
B) Banking is an industry which would be most likely to reflect master brands.
C) Financial services do not lend themselves to global markets.
D) Services are client-based and must conform to local cultural and social norms.

Question 10

The key goal of adapted advertising is to ________________________________.

A) increase recognition and acceptance of the advertised brand and product
B) produce cost savings by the use of consistent advertising across markets
C) maximize the appeal of a prestige brand
D) homogenize each market's social and cultural conditions

Question 11

The theory that presents a brand in the context of local cultural values and tastes will allow more people to identify with the brand is the keystone of ___________________________.

A) global advertising
B) Internet advertising
C) standardized advertising
D) adapted advertising

Question 12

Polson Papers produces paper substrates for the production of gift wraps,wallpaper,and other products for the print industry.It does business in over 150 countries and its products are utilized for the same purposes in each of its many markets. Polson can be considered a ________________________________.

A) global brand
B) multidomestic brand
C) multinational brand
D) domestic brand

Question 13

Global sensitives are conscious of a brand's origin,as well as the country in which individual products are manufactured.

Question 14

Most international companies are truly global in their brand strategies.

Question 15

Brands that have built a powerful appeal that transcends their national origins and product categories are referred to as _______________________.

A) private label brands
B) glocal brands
C) superbrands
D) master brands

Question 16

An electronic platform by which customers can become equal partners with firms in determining marketing practices through two-way communication is known as _____________________ .

A) social responsibility marketing
B) search engine marketing
C) social computing
D) customer loyalty program

Question 17

When consumers know a global brand,they are more likely to accept its standardized advertising message.

Question 18

An example of a superbrand would be ________________________.

A) Nestle
B) Sony
C) Gillette
D) Mercedes

Question 19

As Vice-President of Global Marketing,Jeanine is reworking her company's marketing strategy.Currently,her firm analyzes the results of each of their promotional elements individually.Jeanine asserts that a cross-functional view of the company's marketing communications is far more pertinent.Jeanine is an advocate of _________________________.

A) marketing impact analysis
B) marketing mix modeling
C) integrated marketing communications
D) the marketing mix

Question 20

The higher the display value of a category,the more likely it is for brands within that category to localize.

Question 21

Advertising in China is most likely to reflect _______________________.

A) theatrics
B) emotional appeals
C) an emphasis on quality
D) logical argument

Question 22

The landscape for advertising regulations is broken up not only by national and local authorities,but sometimes even by advertising medium.

Question 23

The Global Effie award is presented to the U.S.exporter who has exhibited the greatest export marketing initiative during the year.

Question 24

A survey of senior marketing executives from around the world indicates that most global firms deploy a global marketing strategy.

Question 25

Unilever's Axe spray deodorant campaign utilized local advertising messages in each of the 75 countries it targeted.

Question 26

Marketing consumer services is generally more effective when advertising is standardized.

Question 27

Balancing higher levels of campaign efficiency with increased costs and complexity is the conundrum of ___________________.

A) standardizing versus adapting advertising strategy
B) domestic marketers
C) digital versus traditional advertising media
D) service marketers

Question 28

The regulatory bodies that monitor and control advertising have been established to serve all of these functions except ___________.

A) harmonize global product specifications
B) respond to public complaints
C) ensure that claims made by advertisers are accurate
D) ascertain that products advertised are legal

Question 29

Identifying key decision makers,understanding the means by which decision making data is collected,and utilizing the Internet for promotional features as well as data distribution are three important elements in _______________________.

A) standardizing a global brand strategy
B) selecting a global brand strategy
C) developing communications for master brands
D) designing B2B communications for global markets

Question 30

The world's largest multinational advertising agency is headquartered in ________________________.

A) Ireland
B) the United States
C) the United Kingdom
D) Japan

Question 31

One reason for Coke's successful pursuit of global markets has been its consistent relationship with a single advertising
agency.

Question 32

According to Marieke De Mooij,the advertising styles found in both France and Japan share the importance of ________________.

A) humor
B) sensuality
C) symbolism
D) logic

Question 33

Cost-effectiveness,market knowledge and superior creative work are some of the advantages associated with ____________________________.

A) doing business in a single global market
B) in-house development of global campaigns
C) the use of the Internet for global marketing campaigns
D) the use of advertising agencies for global marketing.

Question 34

Specific global groups of consumers with common interests are best targeted with ________________________.

A) digital media
B) television
C) non-customized advertising messages
D) print media

Question 35

Samsung's significant gains in market shares and global brand value resulted from _______________________.

A) a significant increase in global advertising expenditures for each of its markets
B) reallocation of advertising budgets among global markets
C) a reapportionment of global media that focused exclusively on the Internet
D) reducing the number of product categories advertised

Question 36

Most global advertisers prefer to hire local ad agencies for each market they enter.