Deck 13: Global Marketing Communications Decisions I: Advertising and Public Relations

Question 1

In China,McDonald's is careful not to advertise prices with multiple occurrences of the number four since,in Cantonese,the pronunciation of the word four sounds similar to that of the word death.

Answer 1

True

Question 2

Western advertising agencies still find markets such as China and Japan to be very complex,as Asian agencies find it just as difficult to establish local agency presence in Western markets.

Answer 2

True

Question 3

According to data published by Advertising Age in 2012,Proctor & Gamble ranks # 2 in worldwide advertisement spending.

Answer 3

False

Question 4

In Japan,intimate scenes between men and women are in bad taste,and in Saudi Arabia such ads are outlawed.

Question 5

According to the worldwide revenue figures for 2012,Omnicom Group is the world's largest advertising organization.

Question 6

In China,a humorous TV ad showing a student humiliating a teacher in the classroom would be an effective execution for a soft drink brand.

Question 7

When photographing a couple entering a restaurant or theater,women should be shown preceding the man in Germany and France.

Question 8

The elements of the promotion mix are advertising,public relations,personal selling,process,and sales promotion.

Question 9

Some of the world's most memorable advertising campaigns originate from "big" ideas with an unlimited number of new executions.Such a campaign is said to have "legs."

Question 10

Food is the product category most likely to elicit cultural sensitivity.

Question 11

Recently,global companies have embraced a technique known as "pattern advertising" which is analogous to the concept of global product platforms.

Question 12

The "extension versus adaptation" debate is essentially a debate over "standardized versus localized" advertising.

Question 13

A German agency devised McDonald's "I'm lovin' it" tagline.

Question 14

The way a product's appeal or proposition is presented is called the "creative execution."

Question 15

Standardized print campaigns can be used for industrial products or for technology-oriented consumer products such as Apple iPhone and iPad.

Question 16

When creating global advertising,it is important to remember that the "advertising appeal" should be based on the agency's understanding of the target audience's buying motives.

Question 17

Despite an unmistakable trend toward using global advertising agencies to support global marketing efforts,companies with geocentric orientations will adapt to the global market requirements and select the best agency or agencies accordingly.

Question 18

Copywriters are specialists who check advertisements to see that they meet copyright regulations in different countries.

Question 19

The challenge of encoding and decoding slogans and taglines in different national and cultural contexts can lead to unintentional errors.

Question 20

Partial nudity and same-sex couples are frequently seen in ads in Latin America and Europe.

Question 21

Many companies utilize corporate advertising which,despite the name,is generally considered part of the PR function.

Question 22

Advocacy advertising enhances the public's perception of a company,creates goodwill,or announces a major change.

Question 23

A company that is ethnocentric in its approach to PR will not extend home-country PR activities into host countries.

Question 24

Fires caused by faulty lithium-ion batteries on the new 787 Dreamliner resulted in all aircraft being grounded until the problem could be resolved.This is an example of negative publicity affecting global marketers.

Question 25

Which company ranks number one in terms of ad spending in Europe (2011)?

A)General Motors
B)Philip Morris
C)Unilever
D)Procter & Gamble
E)Coca-Cola

Question 26

Any company that is increasing its activities outside the home country can utilize PR personnel as boundary spanners between the company and employees,unions,stockholders,customers,the media,financial analysts,governments,or suppliers.

Question 27

Advertising,public relations,and other forms of communication are critical tools in the marketing program and reflect the ________ P of the marketing mix.

A)Product
B)Promotion
C)Price
D)Place
E)Process

Question 28

Landor Associates,a company specializing in brand identity and design,recently determined that ________ has the number one brand-awareness and esteem position in the United States,number two in Japan,and number six in Europe.

A)McDonald's
B)Toyota
C)Sony
D)Pepsi
E)Coke

Question 29

Benetton's striking print and outdoor advantage campaigns keyed to the "United Colors of Benetton" generated both controversy and widespread media attention.

Question 30

Because advertising is often designed to add ________ value to product or brand,it plays a more important communications role in marketing consumer products than in marketing industrial products.

A)social
B)monetary
C)cultural
D)psychological
E)emotional

Question 31

As companies recognize and embrace new concepts such as the globalization of coffee culture,the potential for effective global advertising:

A)decreases.
B)increases.
C)remains the same.
D)becomes evident.
E)is ignored.

Question 32

A ________ company possesses a critical marketing advantage with respect to marketing communications.

A)domestic
B)local
C)global
D)glocal
E)multinational

Question 33

Image advertising is used by global companies to present themselves as good corporate citizens in foreign countries.

Question 34

What do Unilever and Procter & Gamble have in common?

A)Revenues at both companies have been hurt by regulations concerning tobacco advertising and promotion.
B)Both companies utilize extension approaches to advertising.
C)Both companies rank high in terms of non-U.S.ad spending.
D)Both companies use a great deal of corporate advertising.
E)Both companies use the same advertising agency.

Question 35

Which of the following product category / company pairings best illustrates the concept of "product cultures"?

A)earth-moving equipment / Caterpillar
B)personal hygiene / Procter & Gamble
C)coffee bars / Starbucks
D)batteries / Duracell
E)automobiles / Ford

Question 36

A company's efforts to effectively communicate with customers is very important.All of the following are major difficulties which can compromise an organization's attempt to communicate with customers except:

A)the message does not reach the intended recipient.
B)the message reaches the intended recipient but is misunderstood.
C)the message reaches the intended recipient and is understood,but the recipient may fail to take action.
D)the message is distorted by noise.
E)the message is only in one language.

Question 37

Publicity is similar to advertising in that companies pay the media for placement of stories and news items.

Question 38

Which company ranks number one in terms of worldwide ad spending for the year 2011?

A)General Motors
B)Philip Morris
C)Unilever
D)Procter & Gamble
E)Coca-Cola

Question 39

Fires and collapsed buildings at garment factories in Bangladesh revived concerns about the global supply chain and the human cost of low-priced goods.This created negative publicity for Walmart.

Question 40

Ads based on a rational appeal depend on logic and speak to the audience's intellect.

Question 41

In advertising,a(n)________ is an agent who chooses graphics,pictures,type styles,and other visual elements and has general responsibility for the overall look of an advertisement.

A)art director
B)copywriter
C)IMC manager
D)PR practitioner
E)stylist

Question 42

In selecting an advertising agency,all but one of the following issues should be taken into consideration:

A)company organization.
B)national responsiveness.
C)area coverage.
D)buyer perception.
E)franchise or company owned status.

Question 43

In the language of global marketing,________ is the phrase used to describe advertising that represents a middle ground between 100% standardization and 100% localization.

A)"stereotype advertising"
B)"template advertising"
C)"cookie-cutter advertising"
D)"compromise advertising"
E)"pattern advertising"

Question 44

________ is the phrase global marketers use to describe ads with common design elements into which localized elements are inserted for individual country markets.

A)"Pattern advertising"
B)"Template advertising"
C)"Cookie-cutter advertising"
D)"Model advertising"
E)"Stereotype advertising"

Question 45

Tobacco companies in Central Europe face the prospect of tougher marketing and advertisement regulations due to:

A)the growing concern about health hazards associated with smoking.
B)a dislike of global brands crowding out local brands.
C)a desire to return to communist-era policies.
D)a desire to comply with EU entry requirements.
E)the pressure from neighboring countries.

Question 46

A recent global campaign for IKEA,the Swedish home furnishings retailer,positioned houses as homes as a place for love,memories,and laughter.This is a classic example of:

A)emotional appeal.
B)rational appeal.
C)selling proposition.
D)advertising appeal.
E)creative appeal.

Question 47

The choice between demonstration,slice-of-life,straight sell,and other advertising forms is a matter of:

A)the creative strategy.
B)the advertising appeal.
C)the selling proposition.
D)the creative execution.
E)the big idea.

Question 48

Japanese companies are less inclined to use this approach for selecting advertising agencies:

A)designate global agencies.
B)designate local agencies.
C)use ads in-house.
D)use outside agencies.
E)use in-house marketing.

Question 49

The significance of tobacco advertising is highlighted by the fact that ________ million people die each year as a direct result of consuming tobacco products.

A)two
B)three
C)four
D)five
E)six

Question 50

In many parts of the world,McDonald's utilizes TV advertising that shows parents interacting with their happy children.Such advertising utilizes:

A)rational appeals.
B)emotional appeals.
C)SRC appeals.
D)melodramatic appeals.
E)localized appeal.

Question 51

Ads that tickle the funny bone of the intended audience and evoke response that will direct purchase behavior are based on:

A)rational appeals.
B)emotional appeals.
C)SRC appeals.
D)melodramatic appeals.
E)localized appeal.

Question 52

The advertising promise that captures the reason that people buy products is known as:

A)creative strategy.
B)the advertising appeal.
C)the selling proposition.
D)the creative execution.
E)the big idea.

Question 53

According to data published by Advertising Age (2012),which of the following is the largest global advertising organization based on worldwide revenues?

A)WPP Group
B)Interpublic Group
C)Omnicom Group
D)Dentsu Inc.
E)Havas

Question 54

The kind of brand awareness a company wants to project is identified by:

A)area coverage.
B)buyer perception.
C)company organization.
D)national responsiveness.
E)in-house marketing.

Question 55

When the subheads and body copy of an advertisement are localized,not simply translated,is an example of:

A)local advertising.
B)global advertising.
C)pattern advertising.
D)advocacy advertising.
E)stereotype advertising.

Question 56

According to data published by Advertising Age (2012),which of the following is the largest global advertising agency network based on worldwide revenues?

A)WPP Group
B)Interpublic Group
C)Omnicom Group
D)Dentsu Inc.
E)Havas

Question 57

The country which has a massive potential for cigarette manufacturers is:

A)Egypt.
B)Spain.
C)Turkey.
D)China.
E)Vietnam.

Question 58

Some of the world's most memorable advertising campaigns have achieved success because they originate from an idea that is so big that the campaign offers opportunities for a seemingly unlimited number of new executions.Such a campaign is said to have:

A)"life."
B)"legs."
C)"love."
D)"fun."
E)"toes."

Question 59

Standardized print campaigns can be used in all of the following except:

A)visual appeal.
B)industrial products.
C)high-tech consumer products.
D)voiceovers TV commercials.
E)stereotype advertising.

Question 60

Competitive advertising may impair the effectiveness of the message due to the fact that it may:

A)not reach the intended recipient.
B)reach the intended recipient but is misunderstood.
C)reach the intended recipient and is understood,but the recipient may fail to take action.
D)get distorted by noise.
E)only be in one language.

Question 61

Japan's Fuji Photo Film asked its advertising agency to develop an advocacy campaign for the United States targeted to appeal both to Walmart and to its customers.This is an example of:

A)local advertising.
B)pattern advertising.
C)global advertising.
D)advocacy advertising.
E)image advertising.

Question 62

A company adopting a(n)________ approach to worldwide PR activities gives the host-country practitioner maximum leeway to incorporate local customs and practices into the PR effort.

A)ethnocentric
B)regiocentric
C)local
D)polycentric
E)publicity

Question 63

Fires caused by faulty lithium-ion batteries on the new 787 Dreamliner resulted in all aircraft being grounded until the problem could be resolved caused ________ for Boeing Corporation in the United States.

A)pricing problems
B)distribution problems
C)sales promotion problems
D)public relations problems
E)advertising problems

Question 64

The United States and ________ are the two top-ranked countries in terms of ad spending across all measured media in 2012.

A)the United Kingdom
B)France
C)Canada
D)Japan
E)Germany

Question 65

In Southern China,McDonald's is careful not to advertise prices with multiple occurrences of the number four because:

A)prices ending in odd numbers are preferred in China.
B)there is no number four in the Chinese language.
C)the word four is pronounced similar to the word death in Cantonese.
D)multiple occurrences are considered as unlucky in China.
E)prices are not included on menus in China.

Question 66

The words that are the spoken or written communication elements in advertisements are known as:

A)copy.
B)manuscript.
C)idea.
D)script.
E)writings.

Question 67

Fires and collapsed buildings at garment factories in Bangladesh revived concerns about the global supply chain and the human cost of low-priced goods.This caused ________ for Walmart Corporation in the United States.

A)pricing problems
B)distribution problems
C)sales promotion problems
D)public relations problems
E)advertising problems

Question 68

Suicides by employees at Chinese supplier Foxconn Technologies caused negative publicity affecting:

A)Sony.
B)Apple.
C)Google.
D)Toyota.
E)Nike.

Question 69

Which of the following most accurately describes the state of global public relations (PR)today?

A)Expenditures on PR are dropping.
B)Expenditures on PR are increasing.
C)PR practices are standardized worldwide.
D)PR is not important in emerging markets like India.
E)Foreign investments are increasing.

Question 70

A company that is ________ in its approach to public relations will extend home-country PR activities into host countries.

A)regiocentric
B)polycentric
C)ethnocentric
D)domestic
E)hostile

Question 71

What do Ford Motor Company,Coca-Cola,Nike,and McDonald's all have in common?

A)They are all consumer packaged-goods companies.
B)They all have foreign CEOs.
C)They have all received a great deal of negative publicity in recent years.
D)They all rely exclusively on TV advertising.
E)They spend more in advertising in foreign markets than home markets.

Question 72

Which promotional mix element is most closely associated with activities designed to foster goodwill and understanding with various constituents both inside and outside the company?

A)personal selling
B)advertising
C)public relations
D)sales promotion
E)publicity

Question 73

One task of the ________ department is to generate nonpaid forms of communication to foster goodwill among customers and others.

A)sales promotion
B)global marketing
C)headquarters
D)public relations
E)advertising

Question 74

U.S.advertisements contain more ________ information,and are more likely to include comparative appeals than Arabic ads.

A)people
B)process
C)price
D)sex
E)context

Question 75

Even in the face of such tough and growing competition,Adidas still enjoys high brand loyalty among older Europeans.The company recruits young people and pays them to wear Adidas shoes in public.This is an example of:

A)local advertising.
B)pattern advertising.
C)global advertising.
D)advocacy advertising.
E)image advertising.

Question 76

Which of the following is true about advertising expenditures in Germany and Brazil?

A)Television is the leading medium in both Germany and Brazil.
B)Newspapers are the leading medium in both Germany and Brazil.
C)Television is the leading medium in Brazil;newspapers are the leading medium in Germany.
D)Television is the leading medium in Germany;newspapers are the leading medium in Brazil.
E)Magazines are the leading medium in Brazil and Germany.

Question 77

In which country are global marketers likely to encounter the most restrictions on advertising?

A)the United States
B)Japan
C)Saudi Arabia
D)Russia
E)Germany

Question 78

In developing countries,such as Ghana,the best way to communicate with market segments may be through:

A)mass media.
B)written word.
C)magazine ads.
D)TV ads.
E)dance,songs,and storytelling.

Question 79

Generally speaking,a company has little control over media.To compensate for this lack of control,many companies utilize:

A)image advertising.
B)advocacy advertising.
C)corporate advertising.
D)TV advertising.
E)radio advertising.

Question 80

China's ongoing trade-related friction with the United States highlights the need for:

A)a better distribution system.
B)a better PR effort.
C)sales promotion.
D)a better transportation system.
E)pattern advertising.