Question 1

Ford is considering employing extensive advertising standardization across its many national markets.What would be a reason not to do this?

Accepted Answer

Europeans tend to prefer local advertisements, even for global products. Therefore, if Ford were to employ extensive standardization of their advertising, they may not be as effective or well-received in certain national markets, particularly in Europe.

Question 2

Samsung is considering employing extensive advertising standardization across its many national markets.What would be a reason not to do this?

Accepted Answer

The reason not to adopt extensive advertising standardization across multiple national markets is that Europeans prefer local advertisements even for globally recognized products. This shows that cultural differences should be considered before standardizing advertisements across multiple regions. Therefore, Samsung should take into account the cultural differences and preferences of each national market before adopting extensive advertising standardization.

Question 3

General Motors is considering a global theme approach.What advice would you give GM?

Accepted Answer

Incorporating input from the subsidiaries in the original design of a global theme campaign would ensure that the campaign is relevant and effective across different markets, taking into account cultural and regional differences. This approach would also promote collaboration and a sense of ownership among the subsidiaries, increasing their commitment and buy-in to the global campaign. Simply developing a theme in the U.S. without input from foreign subsidiaries may result in a lack of resonance and relevance in other markets. Allowing headquarters to later consider and approve minor adaptations proposed by foreign subsidiaries may also lead to delays and inefficiencies in the implementation of the campaign. The statement that the use of global theme advertising is declining is not a relevant or accurate response to the question.

Question 4

Proctor & Gamble is planning to launch a new shampoo in China using a billboard campaign.What advice would you give P&G?

Accepted Answer

In China, multiple government agencies regulate advertising, so P&G will need to gain approval before launching the billboard campaign. It is important to follow the regulations and get necessary permits before launching any advertising campaign in China.

Question 5

Karavel Foods has a line of soups that are in the mature stage in triad markets but have only recently been introduced in some major developing countries.What type of advertising approach is most appropriate for this line?

Accepted Answer

Since the soup line is in the mature stage in triad markets, it may benefit from localized advertising in the developing countries where it has only recently been introduced. Localized advertising can help to tailor the message and approach to the specific cultural and consumer preferences in each market, ultimately increasing the effectiveness of the campaign.

Question 6

Tottenham Tartans is planning a new advertising campaign in the Japanese market.It should not

Accepted Answer

Cultural norms and advertising regulations can vary significantly by country, but there are no universal rules that specifically prohibit the use of English, the depiction of women in sleeveless dresses, or the utilization of child actors in advertisements in Japan. Therefore, none of the provided options are inherently correct without more context about the specific product, target audience, or advertising medium.

Question 7

Rules concerning advertising to children may become more stringent in Europe because of

Accepted Answer

The passage states that rules concerning advertising to children may become more stringent in Europe because of "more consistency in regulations across Europe."

Question 8

Tottenham Tartans is planning to launch a clothing line in China using a billboard campaign.What advice would you give the firm?

Accepted Answer

Since Tottenham Tartans is planning to launch a campaign in China, they will need to obtain approval from multiple government agencies, including the State Administration for Industry and Commerce and the Ministry of Culture. Failure to do so may result in their ads being banned, which can have a negative impact on their business.

Question 9

A centralized approach towards advertising is preferred when customer needs are

Accepted Answer

A centralized approach towards advertising is preferred when customer needs are homogenous and the firm faces the same competitors in most markets. This approach allows for consistent messaging and branding across regions, which can be beneficial in establishing a strong brand identity and increasing brand recognition. Additionally, this approach can result in cost savings due to bulk purchasing of advertising space and production.

Question 10

U.S.-based Texas Taffy is planning a new advertising campaign for the U.K.market.What advice would you give the firm?

Accepted Answer

It is important for Texas Taffy to be aware that Britons are taught in school to be critical of advertising, which means they are less likely to be swayed by traditional advertising techniques. This should inform the ad campaign strategy and messaging. The other options - language and humor - are not necessarily big issues and may depend on the specific branding and messaging for Texas Taffy.

Question 11

LeBlanc Enterprises,a producer of high-end purses and scarves,is considering a global theme approach.What advice would you give LeBlanc?

Accepted Answer

Incorporating input from the subsidiaries in the original design of a global theme campaign would ensure that the campaign resonates with local consumers and takes into account cultural nuances. This approach would also allow for a more cohesive brand image across markets.

Question 12

Tottenham Tartans is planning an advertising campaign in Malaysia.It should not

Accepted Answer

In Malaysia, cultural norms and regulations often require modesty in advertising, so depicting women in sleeveless dresses may not be appropriate.

Question 13

Increasingly uniform regulations for advertising across Europe will likely

Accepted Answer

Increasingly uniform regulations for advertising across Europe will likely enhance the potential for pan-European campaigns as companies will not have to worry about adjusting their advertising messages for different countries.

Question 14

Ford is considering employing extensive advertising standardization across its many national markets.What would be a reason not to do this?

Accepted Answer

Automobiles may be at different stages of the product life cycle in different markets, with some markets being more mature and others still emerging. Standardized advertising may not be effective in all markets, and tailoring advertising to specific markets and stages of the product life cycle may be necessary for success.

Question 15

Tunetoy Industries is planning a corporate advertising campaign aimed at business executives and utilizing global media.Which option would you suggest?

Accepted Answer

Fortune is a business magazine that targets executives and decision-makers in the corporate world. Therefore, it is the most appropriate option for Tunetoy Industries' advertising campaign. MTV and Animal Planet are targeting younger audiences and are not appropriate for this campaign. Reader's Digest targets a wider range of readers including non-business professionals, which may not be the most effective use of resources for Tunetoy Industries.

Question 16

Latin Shoes is planning an advertising campaign in Malaysia.It should not

Accepted Answer

In Malaysia, a predominantly Muslim country, advertising standards are conservative, especially regarding the portrayal of women. Depicting women in sleeveless dresses may be considered inappropriate or offensive to the local cultural and religious norms.

Question 17

ABC Autos is planning a new advertising campaign in the Japanese market.It should

Accepted Answer

The answer of ABC Autos is planning a new advertising...

Question 18

Kraft is considering allowing its subsidiary to develop their own localized advertising for Kraft's Macaroni and Cheese.What is not a reason to adopt this policy?

Accepted Answer

The answer of Kraft is considering allowing its subsidiary to...

Question 19

Superlative adjectives such as "best quality" are banned in

Accepted Answer

In China, the use of superlative adjectives in advertising, such as "best quality," is banned to prevent false advertising and protect consumers from misleading claims.

Question 20

The advantage of working with global advertising agencies is

Accepted Answer

Global advertising agencies are particularly valued for their ability to maintain consistency across international campaigns, ensuring that a brand's message remains coherent and unified across different markets. This is crucial for companies looking to establish or maintain a global presence. Knowledge of local customs is typically an advantage of local or regional agencies rather than global ones, and financing clients is not a standard service offered by advertising agencies.

Quiz 15: Managing Global Advertising

Ford is considering employing extensive advertising standardization across its many national markets.What would be a reason not to do this?

Samsung is considering employing extensive advertising standardization across its many national markets.What would be a reason not to do this?

General Motors is considering a global theme approach.What advice would you give GM?

Proctor & Gamble is planning to launch a new shampoo in China using a billboard campaign.What advice would you give P&G?

Karavel Foods has a line of soups that are in the mature stage in triad markets but have only recently been introduced in some major developing countries.What type of advertising approach is most appropriate for this line?

Tottenham Tartans is planning a new advertising campaign in the Japanese market.It should not

Rules concerning advertising to children may become more stringent in Europe because of

Tottenham Tartans is planning to launch a clothing line in China using a billboard campaign.What advice would you give the firm?

A centralized approach towards advertising is preferred when customer needs are

U.S.-based Texas Taffy is planning a new advertising campaign for the U.K.market.What advice would you give the firm?

LeBlanc Enterprises,a producer of high-end purses and scarves,is considering a global theme approach.What advice would you give LeBlanc?

Tottenham Tartans is planning an advertising campaign in Malaysia.It should not

Increasingly uniform regulations for advertising across Europe will likely

Ford is considering employing extensive advertising standardization across its many national markets.What would be a reason not to do this?

Tunetoy Industries is planning a corporate advertising campaign aimed at business executives and utilizing global media.Which option would you suggest?

Latin Shoes is planning an advertising campaign in Malaysia.It should not

ABC Autos is planning a new advertising campaign in the Japanese market.It should

Kraft is considering allowing its subsidiary to develop their own localized advertising for Kraft's Macaroni and Cheese.What is not a reason to adopt this policy?

Superlative adjectives such as "best quality" are banned in

The advantage of working with global advertising agencies is