Question 1

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

Accepted Answer

D

Question 2

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

Accepted Answer

Advertising, public relations, and other forms of communication are all part of the Promotion component of the marketing mix. The other components include Product, Price, Place, and Process.

Question 3

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

Accepted Answer

Pattern advertising is the technique where ads have common design elements but include localized elements for individual markets, allowing for both global consistency and local relevance.

Question 4

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

Accepted Answer

Starbucks is a prime example of a company with a strong product culture. It has created a unique and distinctive atmosphere in its coffee bars, with a focus on premium quality coffee, stylish décor, and friendly service that encourages customers to linger and enjoy their coffee. This has helped to create a loyal customer base and a sense of community around the brand.

Question 5

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.

Accepted Answer

Landor Associates determined that Coke has the number one brand-awareness and esteem position in the United States, number two in Japan, and number six in Europe.

Question 6

Volkswagen's portfolio of brands does not include:

Accepted Answer

The answer of Volkswagen's portfolio of brands does not include:
...

Question 7

A technique, which is analogous to the concept of global product platforms is:

Accepted Answer

The answer of A technique, which is analogous to the...

Question 8

According to data published by Advertising Age in 2016, Proctor & Gamble ranks #2 in worldwide advertisement spending.

Accepted Answer

In 2016, Procter & Gamble was ranked as the number one advertiser in the world in terms of spending, according to data published by Advertising Age.

Question 9

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:

Accepted Answer

While having a message in only one language can be a barrier for some customers, it is not listed as one of the major difficulties that can compromise an organization's attempt to communicate with customers. The other options listed (A-D) all suggest potential obstacles to effective communication.

Question 10

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

Accepted Answer

The answer of Competitive advertising may impair the effectiveness of...

Question 11

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

Accepted Answer

A global company has the ability to reach a wider audience across different regions and markets, and can tailor their marketing messages to suit local cultures and consumer preferences. This can give them a significant advantage in their marketing communications strategy.

Question 12

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

Accepted Answer

As companies embrace the globalization of "the coffee culture," they will likely seek to expand their advertising efforts globally, leading to an increase in the potential for effective global advertising.

Question 13

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

Accepted Answer

The answer of In the language of global marketing, ________...

Question 14

Which company ranked number one in terms of ad spending in Europe in 2016?

Accepted Answer

The answer of Which company ranked number one in terms...

Question 15

Which company ranks number one in terms of worldwide ad spending for 2016?

Accepted Answer

Procter & Gamble ranked number one in terms of worldwide ad spending for 2016, with a total spend of $7.2 billion.

Question 16

________ is the top advertiser in China with 25 percent of the company's measured media spending budgeted for the Asia-Pacific region.

Accepted Answer

According to the given information, the top advertiser in China with a significant portion of the ad-spending in the Asia-Pacific region is Proctor & Gamble. Therefore, option E is the correct answer.

Question 17

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

Accepted Answer

The answer of Standardized print campaigns can be used for...

Question 18

What do Unilever and Procter & Gamble have in common?

Accepted Answer

Both Unilever and Procter & Gamble are global companies with significant operations and sales outside the United States. As a result, they rank high in terms of non-U.S. advertising spending.

Question 19

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

Accepted Answer

The elements of the promotion mix are advertising, public relations, personal selling, direct marketing, and sales promotion. "Process" is not considered a part of the promotion mix.

Question 20

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

Accepted Answer

Pattern advertising allows for the core message of an advertisement to be consistent across different markets while adapting specific elements, such as subheads and body copy, to better suit local languages, cultures, and consumer behaviors. This approach maintains the global brand's integrity while ensuring relevance and effectiveness at the local level.

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