Question 1

With prototype standardization, _____ spell out guidelines on the positioning theme.

Accepted Answer

With prototype standardization, headquarters spell out guidelines on the positioning theme. This approach ensures consistency in branding and messaging across different markets.

Question 2

If an advertiser spells out the goals of their communication strategy and determines what they would like to accomplish with advertising and then plans a budget accordingly, they are probably using the _____ method of budgeting.

Accepted Answer

The objective-and-task method involves setting specific objectives, determining the tasks needed to achieve these objectives, and then estimating the costs of performing these tasks to set the budget, which aligns with the described approach.

Question 3

A good case can be made for standardizing an ad campaign in the international marketplace.All of the following would be good, justifiable reasons for standardization except:

Accepted Answer

Government regulation varies significantly from country to country, which can limit the ability to standardize advertising campaigns across international markets.

Question 4

In the domain of advertising, _____ means that marketers encourage their affiliates to adopt, or at least consider, advertising ideas that have proven successful in other markets.Which of the following standardization benefits applies?

Accepted Answer

Cross-fertilization in advertising refers to the practice of adopting successful advertising ideas from one market and applying them to another. This approach allows for the sharing of creative and effective advertising strategies across different markets, benefiting from the proven success of these ideas elsewhere.

Question 5

In the _____ approach, every country subsidiary follows its own course developing its own ads based on what it thinks works best in its market.

Accepted Answer

The answer of In the _____ approach, every country subsidiary...

Question 6

There are a variety of formats for creating international advertising.With _____ advertising, the creative strategy is highly centralized.Universal copy is developed for all markets.

Accepted Answer

Export advertising is a type of international advertising in which the creative strategy is highly centralized and universal copy is developed for all markets.

Question 7

Nestle used an ad for Taster's Choice coffee originally developed in the U.K.as its campaign in the U.S., with some minor changes to reflect actors and speech.This would be an example of which of the following reasons for using standardization in the foreign market?

Accepted Answer

The answer of Nestle used an ad for Taster's Choice...

Question 8

With _____ advertising, guidelines are given to the local affiliates concerning the execution of the advertising.

Accepted Answer

Prototype advertising involves providing guidelines to local affiliates on how to execute the advertising, ensuring consistency while allowing for local adaptation.

Question 9

All of the following are barriers to standardization in international advertising except:

Accepted Answer

Budget is not a barrier to standardization in international advertising; it's a factor that affects how much can be spent on advertising campaigns. The other options (cultural differences, advertising regulations, differences in the degree of market development, and the "Not Invented Here" syndrome) are all barriers that can hinder the process of creating standardized advertising strategies across different countries.

Question 10

There are a variety of formats for creating international advertising.With _____ advertising, guidelines are given to local affiliates concerning the execution of the advertising.The guidelines are then conveyed via the company's website, manuals, or multimedia materials.

Accepted Answer

Prototype (pattern) advertising involves providing guidelines to local affiliates for the execution of advertising, which can be conveyed through various means such as a company's website, manuals, or multimedia materials.

Question 11

With _____, headquarters spells out guidelines on the positioning theme (platform) and the brand identity to be used in the ads.Worldwide brand values are mapped out centrally.Responsibility for the execution, however, is left largely to the local affiliates and/or ad agencies.

Accepted Answer

Concept cooperation allows for a centralized strategy in defining brand values and advertising themes, while execution is adapted locally, aligning with the description provided.

Question 12

The most popular of the budget methods (in fact, two-thirds of respondents in a survey said they had used the method) is the _____ method.

Accepted Answer

The answer of The most popular of the budget methods...

Question 13

With_____, every country subsidiary follows its own course based on what a local affiliate thinks worst best in its market.

Accepted Answer

The answer of With_____, every country subsidiary follows its own...

Question 14

In the area of "Not-Invented-Here" (NIH) syndrome, stonewalling attempts at standardization may come from _____ subsidiaries/advertising agencies.

Accepted Answer

Local subsidiaries or agencies often resist standardization due to a preference for locally developed solutions, which is a characteristic of the "Not-Invented-Here" syndrome.

Question 15

With_____, the creative strategy is produced in-house or by a centrally located ad agency.

Accepted Answer

The answer of With_____, the creative strategy is produced in-house...

Question 16

If an advertiser does not want to "rock the boat" and desires to sustain a minimum "share of voice" they will probably choose which of the following advertising budget forms?

Accepted Answer

Competitive parity involves setting the advertising budget to match competitors' outlays. This approach helps a company maintain its share of voice in the market without significantly outspending competitors or making aggressive moves that could "rock the boat."

Question 17

Message consistency (an advertising standardization issue) matters a great deal in markets with extensive media overlap or for goods that are sold to "cosmopolitan" customers who travel the globe.The best example of a product or service that fits the above is:

Accepted Answer

Banking is a service that is often used by people who travel the globe, so it is important for banks to have a consistent message across all of their markets.

Question 18

If an advertiser uses field experiments (such as systematically manipulating the spending amount in different areas within the country to measure the impact of advertising on the brand's awareness, sales volume, and market share) to adjust budget expenditures, they are probably using the _____ method of budgeting for advertising expense.

Accepted Answer

The objective-and-task method involves setting specific objectives and then determining the tasks that need to be accomplished to achieve these objectives, including how much budget is required. Field experiments to measure the impact of advertising and adjust budget expenditures accordingly align with this method, as it involves setting clear objectives (e.g., increasing brand awareness, sales volume, and market share) and determining the budget based on the tasks needed to achieve these objectives.

Question 19

With _____, the key elements (e.g., the theme, core values, and slogan) of the advertisements are the same across countries.However, some flexibility is allowed for language (e.g., local voice-over) and cultural barriers.

Accepted Answer

Prototype standardization involves using the same key elements in advertisements across different countries while allowing for some flexibility to accommodate language and cultural differences.

Question 20

As an illustration of a barrier to advertising standardization, Ray-Ban had to re-shoot a sunglasses commercial for Malaysia because the original version had Caucasian actors.In Malaysia, ads featuring Caucasians are not allowed.This example would be an example of which of the following barriers to standardization of international advertising?

Accepted Answer

The correct answer is C) advertising regulations, as the need to reshoot the commercial was due to Malaysia's specific regulations regarding the ethnicity of actors in advertisements, not cultural preferences or other factors listed.

Quiz 13: Global Communication Strategies