Deck 15: Promotion Strategies: Advertising

Question 1

Advertising, once considered politically inappropriate, is now allowed in China

Answer 1

True

Question 2

A correlation exists between advertising expenditures and a country's GDP

Answer 2

True

Question 3

There is no relationship between countries' economic development and their advertising expenditures

Answer 3

False

Question 4

Advertising-to-sales ratios are remarkably constant across countries

Question 5

There is no variation in the various kinds of marketing expenses (when expressed as a percentage of sales) across countries and product categories

Question 6

The -second spot is the norm in Japan but not in the United States

Question 7

Technology now makes it possible for advertisers on cable and satellite TV to beam different advertising versions to different countries that receive the same programming

Question 8

Foreign radio stations, just like US stations, adopt the "magazine" format of programming

Question 9

When compared to other big cities around the world, big US cities have more daily newspapers

Question 10

Unlike buying TV time abroad, advertisers do not have any difficulty obtaining newspaper space for advertising overseas

Question 11

There is no internationally distributed newspaper

Question 12

Newspapers in the United States, Europe, and Asia are local in nature and scope

Question 13

It is logical to avoid using unaudited magazines overseas

Question 14

The United States is more advanced than European countries in utilizing the direct mail advertising medium

Question 15

European marketers are far behind the United States in exploiting the direct mail medium

Question 16

It is a common practice to make a direct transposure of a US mailing piece without change into a European mailing kit

Question 17

In Europe, it is a common practice to use multiple selection criteria (eg, frequency, recency) to create and rent direct-mail lists

Question 18

A rule of thumb in using outdoor advertising is to say "what can be said" and not "what must be said"

Question 19

The Internet, although a global medium, is becoming more geographically selective because a company can use a software to make users' location dictate a particular Web site that users will be exposed to

Question 20

An international marketer should standardize its Internet strategies on a worldwide basis

Question 21

Durable goods are less likely than non-durables to standardize their Web sites

Question 22

There is no one single advertising medium that is suitable for all countries and products

Question 23

In spite of their contrasting viewpoints, proponents and critics of standardized advertising largely agree on the definition of standardization

Question 24

Standardized advertising is both effective and efficient

Question 25

When consumer need varies across countries but use conditions are similar, the promotion can be kept constant while modifying only the product

Question 26

The degree of standardization feasibility varies from country to country

Question 27

Studies have consistently shown that, contrary to the claim made by proponents of standardized advertising, consumer characteristics vary significantly from country to country

Question 28

There is a great deal of empirical evidence that consumers across countries are still significantly heterogeneous

Question 29

There is considerable empirical evidence that consumers across countries are becoming more homogeneous

Question 30

There is no circumstance which advertising standardization is applicable

Question 31

If the world market can be and is segmented, standardized advertising should not be used

Question 32

For decision-making purposes, market segmentation can provide a practical framework for standardized advertising

Question 33

If all segmentation criteria are satisfied, advertising standardization is not applicable

Question 34

Standardization and segmentation are two incompatible concepts

Question 35

A standardized advertisement and a global advertisement are essentially the same thing

Question 36

A global advertisement should be more verbal than visual