Question 1

Whereas at one time creative strategy was normally generated in the United States and adapted abroad, we are routinely seeing ideas and advertising executions originating in a foreign market and adapted for global use.

Accepted Answer

The statement is true as it states that previously creative strategies were generated in the United States and adapted abroad, but now we see ideas and advertising executions originating in foreign markets which are adapted for global use.

Question 2

Because of the open nature of the Internet, there are no restrictions or regulations regarding Internet advertising.

Accepted Answer

While there may not be strict regulations on Internet advertising, there are still some restrictions and guidelines set by bodies such as the Federal Trade Commission (FTC) in the United States. These guidelines require advertisers to be truthful and not deceptive in their claims, and to disclose any sponsored or paid content. Additionally, some countries have their own laws and regulations specific to Internet advertising.

Question 3

Over the past 30 years, multinational companies have undergone a maturation process, with the final phase involving a local emphasis in their market strategy.

Accepted Answer

The answer of Over the past 30 years, multinational companies...

Question 4

All advertising, regardless of country, begins with sound planning and adherence to basic marketing strategy.

Accepted Answer

Sound planning and adherence to basic marketing strategy are essential for effective advertising, regardless of the country or culture. Without a solid marketing strategy, advertising efforts may not achieve the desired results, regardless of the target audience or market.

Question 5

The idea of global marketing is becoming more of a reality due to the ease with which marketers can accommodate all the cultural and national differences into a single marketing strategy.

Accepted Answer

While the idea of global marketing is becoming more important, accommodating all cultural and national differences into a single strategy is still a significant challenge for marketers. Marketers still need to customize their strategies to local markets and adapt to cultural differences.

Question 6

At the heart of the concept of ________ is the assumption that consumer needs are similar worldwide and consumers will respond to similar appeals regardless of differences in cultures.

Accepted Answer

The answer of At the heart of the concept of...

Question 7

Companies are coming to realize it is not enough to simply identify ethnic market segments; they must develop products and messages that realistically meet the special needs of market segments and communicate in a credible manner.

Accepted Answer

Companies must go beyond identifying cultural and ethnic market segments and develop tailored products and messages that resonate with their specific needs, while also communicating authentically to establish trust and credibility.

Question 8

The degree and type of advertising regulation is usually a function of (1)the length of time that advertising has existed and the level of sophistication it has attained and (2)the degree of freedom that businesses and the press enjoy.

Accepted Answer

The statement is true as regulation of advertising is often dependent on the factors mentioned - the history and prominence of advertising, as well as the level of freedom enjoyed by businesses and the press.

Question 9

Observers say a root cause for anti-American opinions among international prospects is the notion of American as a ________, and that American brands will enhance thinking and behavior that clash with local customs and debase cultural or religious norms.

Accepted Answer

The answer of Observers say a root cause for anti-American...

Question 10

In the United States, race is becoming more and more difficult to determine as millions of census respondents listed more than one racial background.

Accepted Answer

According to recent census data, a growing number of Americans are identifying as multiracial or reporting more than one racial background, making it more difficult to categorize individuals into a single race.

Question 11

A strict adherence to centralized management makes it easier for decision-makers to effectively manage diverse markets using local executives.

Accepted Answer

A strict adherence to centralized management may actually hinder the ability of decision-makers to effectively manage diverse markets using local executives because it limits flexibility and responsiveness to local market conditions.

Question 12

Multicultural research underscores the fact that consumers have traditional buying habits and customs that must be reflected in advertising and promotion.

Accepted Answer

Multicultural research advocates for understanding and reflecting the buying habits and customs of diverse consumer groups in advertising and marketing strategies. Ignoring these traditions can lead to cultural insensitivity and hinder effective communication with the target audience.

Question 13

The ________ is an approach used to link the exporting business with an established local business in the target country, allowing the exporting company to legally enter the foreign market.

Accepted Answer

The answer of The ________ is an approach used to...

Question 14

Popularized by British sociologist Roland Robertson in the '90s, ________ combines the aims of globalization and localization.

Accepted Answer

The answer of Popularized by British sociologist Roland Robertson in...

Question 15

Italians drink more bottled water than any other people in the world, but consider it bad manners to drink it anywhere but at the table, thus illustrating the point that cultural differences make it difficult to adopt a truly global marketing plan.

Accepted Answer

The statement presents a cultural difference in Italian behavior regarding bottled water consumption, indicating that a global marketing plan may need to consider such differences to be effective.

Question 16

There are times when exporting the product but changing its name is a viable product and marketing strategy.

Accepted Answer

Sometimes, changing the name of the product is necessary to cater to the cultural and linguistic differences of the target market. It can also help create a fresh image for the product in the new market.

Question 17

Advertising clients are increasingly demanding that agencies be able to coordinate all phases of the marketing communications programs.

Accepted Answer

This statement is true, as many clients want a single agency to handle all aspects of their marketing communications for efficiency and consistency.

Question 18

One of the major management challenges for multinational corporations is developing a strategic plan for branding and advertising that can be easily adapted globally.

Accepted Answer

Developing a global branding and advertising strategy that can be easily adapted to different cultures and countries is a significant challenge for multinational corporations.

Question 19

China allegedly ________ ideas of Western car manufacturers and can produce similar cars at about half the price; yet, there is little objection because of the potential to sell Western cars in China, the world's fastest growing car market.

Accepted Answer

The answer of China allegedly ________ ideas of Western car...

Question 20

In the '40s and '50s, American advertising agencies expanded by starting foreign branches that were responsible for the advertising of the few large U.S. clients in a limited number of countries.

Accepted Answer

This statement is true. American advertising agencies did expand in the '40s and '50s by creating foreign branches to handle the advertising for their large U.S. clients in a limited number of countries. This allowed them to establish a presence in international markets and better serve their clients.

Quiz 23: International Advertising