Question 1

In the organization of promotional efforts, a company has two basic decisions to make, which are what type of outside services to use and how to establish decision-making authority for promotional efforts.

Accepted Answer

The statement accurately describes the two basic decisions that a company has to make in the organization of promotional efforts.

Question 2

The unauthorized use of an event without the permission of the event owner is called ambush marketing.

Accepted Answer

Ambush marketing is defined as a marketing strategy where one company tries to associate itself with a particular event, without obtaining permission or paying any sponsorship fees, to gain an advantage over its competitors who have paid for official sponsorship rights. This practice is considered unethical and can lead to legal action.

Question 3

The creative people in an international advertising agency must have a clear idea of the characteristics of the audience that will be exposed to the message.

Accepted Answer

To create effective advertising, it's crucial to understand the target audience and their characteristics so that the message can resonate with them and achieve its intended impact.

Question 4

Marketing that links a company or brand with a cause, such as environmental protection or children's health, is something that only U.S. domestic firms can do.

Accepted Answer

Marketing that links a company or brand with a cause can be done by any company or brand, irrespective of their origin or location.

Question 5

Public relations is the marketing communications function charged with executing programs to earn public understanding and acceptance, but only deals with internal communication.

Accepted Answer

This statement is false. Public relations involves both external communication with the public, as well as internal communication within an organization.

Question 6

Media vehicles that have target audiences in at least three continents are called mass marketing media.

Accepted Answer

Mass marketing media refers to channels that aim to reach a large, broad audience, not necessarily defined by geographic distribution across continents.

Question 7

Corporate image advertising seeks to isolate one core value and reiterate it through solicitation of government contracts via proposals and RFP processes, which in turn support tactical operations of suggested programs.

Accepted Answer

Corporate image advertising focuses on promoting the overall image and values of a company to the public, rather than directly engaging in government contract solicitation or supporting tactical operations.

Question 8

Nothing is more essential to the planning of international promotional campaigns than the establishment of colorful and entertaining advertisements.

Accepted Answer

While colorful and entertaining advertisements can certainly be effective, the most essential aspect of international promotional campaigns is strategic planning and careful targeting of the desired audience. Factors such as cultural considerations, language barriers, and market trends must be taken into account in order to create successful campaigns.

Question 9

Advertising agencies are able to overcome restrictions on how products can be advertised by addressing their promotional campaigns to the United Nations, the supervising entity which oversees advertising on a global basis.

Accepted Answer

The United Nations does not oversee advertising on a global basis and does not have the authority to restrict or allow specific advertising. Each country has its own set of regulations and guidelines for advertising, which advertising agencies must adhere to when creating their campaigns.

Question 10

The ideal situation in developing message strategy is to have a world brand.

Accepted Answer

Having a world brand allows a company to develop a consistent message strategy that can be applied globally, resulting in a stronger and more unified brand image. However, it may not always be feasible for all companies to achieve this level of brand recognition.

Question 11

International marketing campaigns are similar to domestic campaigns in that they may be targeted to multiple audiences.

Accepted Answer

International marketing campaigns, like domestic campaigns, may be targeted to multiple audiences. However, international campaigns involve additional complexities such as cultural differences, language barriers, and legal regulations that must be taken into account.

Question 12

The total media spending around the world in 2004 was in excess of three trillion dollars.

Accepted Answer

The total media spending in 2004 was significantly less than three trillion dollars, as global media spending has only recently approached such figures.

Question 13

The process of creating brand awareness by arranging to have your product shown in a movie is called movie marketing.

Accepted Answer

The process is called product placement, not movie marketing.

Question 14

A major objective of media strategy, on an international basis in a global market, is to reach the intended target audience with maximum efficiency and reach.

Accepted Answer

The answer of A major objective of media strategy, on...

Question 15

Determining the target audience is one of the three basic decisions that must be made by the media planner when developing a media schedule.

Accepted Answer

Determining the target audience is indeed one of the three basic decisions made by the media planner when developing a media schedule, along with setting advertising objectives and choosing media platforms.

Question 16

Sampling is not a form of sales promotion.

Accepted Answer

Sampling is a form of sales promotion, as it involves providing free samples of a product to potential customers in order to encourage them to buy it.

Question 17

Conflicting national regulations make global promotional efforts difficult for the international marketer.

Accepted Answer

National regulations can vary greatly between countries, making it challenging for international marketers to develop a cohesive global promotional strategy. They may need to adapt their promotional efforts to comply with laws and cultural norms in each target market, which can be time-consuming and costly. This can create conflicts and inconsistencies in their messaging and branding, making it difficult to establish a consistent global presence.

Question 18

Advertising in global media is dominated by major consumer ad categories, particularly airlines, financial services, telecommunications, automobiles, and tobacco.

Accepted Answer

This statement is true according to research and analysis of advertising spending in global media. These major consumer ad categories consistently rank among the top spenders in advertising.

Question 19

The promotional budget links established marketing objectives with media, message, and control decisions.

Accepted Answer

The promotional budget aims to allocate funds to achieve specific marketing objectives, and this requires decision-making regarding the media, message, and level of control needed to reach the target audience effectively.

Question 20

An important aspect of research for international marketers is to determine which multi-market target audiences are best for the product and to engage in aggregation and segmentation criteria in order to isolate these targets.

Accepted Answer

The answer of An important aspect of research for international...

Quiz 18: Global Promotional Strategies