Deck 15: Managing Global Advertising

Question 1

A soft-sell approach to advertising is used extensively in Japan.

Answer 1

True

Question 2

A global brand name is required to launch a global advertising campaign.

Answer 2

True

Question 3

In a modularized approach to global advertising,a company selects some features as standard for all its advertisements while localizing others.

Answer 3

True

Question 4

In a global theme approach to advertising,the same advertisement is used in all countries with no changes.

Question 5

WTO is negotiating a treaty to establish global regulations on cigarette advertising.

Question 6

Japanese television commercials are full of U.S.themes.

Question 7

A global theme is an example of the modularized approach to global advertising.

Question 8

Comparative advertising is common in Japan.

Question 9

Global advertising campaigns work better if the target market is narrowly defined.

Question 10

Standardized advertising campaigns have decreased over the years.

Question 11

In a soft-sell approach,the main focus is on price.

Question 12

Cigarette advertising is deregulated in most countries because of the high tax revenue they generate for governments.

Question 13

Governments regulate advertisements mainly to protect smaller companies.

Question 14

Comparative advertising is against the law in Japan.

Question 15

Advertisers need to consider the cultural attitudes of consumers in foreign markets before deciding on advertisements.

Question 16

The modularized approach to developing advertising is appropriate at a regional level (such as European or Pan-Asia)but is rarely appropriate at a global level.

Question 17

In Asia,consumers are more positive towards advertisements than are consumers in the United States.

Question 18

Cultural differences forced Taco Bell to adopt a different advertising campaign for Asian and Muslim countries.

Question 19

Advertising directed at children is regulated in China.

Question 20

A standardized approach to advertising reduces costs for companies by allowing them to reuse the same advertisements in many countries.

Question 21

Consumers in the former Soviet Union are very trustful of advertisements and consider them to provide reliable information.

Question 22

Low income levels and high illiteracy rates in countries correspond with high penetration of newspapers and the Internet.

Question 23

In the European Union,advertisers use ____ to overcome language barriers.

A)visual communications
B)verbal communications
C)sign language
D)English

Question 24

If companies face the same set of competitors in most markets,a decentralized approach to decision making for advertising is preferred.

Question 25

Most translation problems occur when advertisements are

A)locally translated.
B)literally translated.
C)domestically translated.
D)All of the above.

Question 26

International advertising networks are preferred because of their ability to handle global campaigns.

Question 27

Most translation problems occur when global advertisements are literally translated.

Question 28

The advertising media used by companies varies from country to country depending on availability of the different types of media.

Question 29

Pepsi ran afoul of Russia's advertising watchdog agency because

A)of health regulations.
B)of the use of English in an advertisement.
C)of comparative advertising.
D)one of its advertisements was deemed to advocate violence.

Question 30

Increasingly divergent regulations for advertising across Europe will likely result in more stringent regulations concerning advertising to children in Europe.

Question 31

For products whose customer needs vary from country to country,a decentralized approach to decision making for advertising is preferred.

Question 32

Increasingly uniform regulations for advertising across Europe will likely result in more stringent regulations concerning advertising to children in Europe.

Question 33

Increasingly,uniform regulations for advertising across Europe will enhance the potential for pan-European marketing campaigns.

Question 34

Increasingly divergent regulations for advertising across Europe will enhance the potential for pan-European marketing campaigns.

Question 35

The Pepsi Challenge failed in Japan because

A)Pepsi utilized the wrong media.
B)it was aired at the wrong time of year.
C)comparative advertising was against the law.
D)comparative advertising was culturally unacceptable

Question 36

If consumers doubt the credibility of advertising,they cannot find it interesting.

Question 37

Cellular adspend in India is growing because mobile phone penetration is high compared to television.

Question 38

Pan-regional advertising campaigns can be undermined in the Middle East because of different literacy rates in different countries.

Question 39

Sales peaks are influenced by climatic changes and local customs.

Question 40

Mercedes-Benz is known to work with only one global advertising agency for all its advertising needs.

Question 41

Taco Bell's Gidget the talking dog was inappropriate for a global campaign because

A)dogs are taboo in Russia.
B)dogs are eaten in Asia.
C)the use of animals in ads is very controlled.
D)many Muslim countries forbid dogs to be depicted in advertisements.

Question 42

In a global theme approach towards advertising,

A)some features are standardized while others are localized.
B)different themes are used for different countries.
C)there is considerable variation across countries.
D)the same advertising theme is used worldwide but varied slightly with each local execution.

Question 43

Advertising of ____ is regulated in most countries.

A)automobiles
B)cosmetics
C)apparels
D)cigarettes

Question 44

Which ad campaign offended local sensitivities towards nudity?

A)FedEx's "naked soccer players" in Latin America
B)Playtex's WonderBra in Mexico
C)Asaki celebrity beer ads in Britain
D)Snickers ads in Russia

Question 45

National media habits are affected by

A)income levels.
B)inflation rates.
C)exchange rates.
D)population.

Question 46

Sales peaks for consumer products are influenced by

A)climate and local customs.
B)the budgetary cycle.
C)nothing.
D)None of the above.

Question 47

Harmonization of advertising regulations in the EU will

A)decrease the potential for a Pan-European campaign.
B)increase the potential for a Pan-European campaign.
C)not affect the potential for a Pan-European campaign.
D)decrease the use of Eurobrands.

Question 48

A higher literacy rate would favor which advertising media?

A)Newspaper
B)Television
C)Radio
D)None of the above

Question 49

Which is not true about visual advertisements?

A)They are more culturally specific.
B)They are appropriate for the EU market.
C)They rely more on pictures than words.
D)Cartier used them in a campaign destined for 123 countries.

Question 50

Which country forbids the use of superlatives such as "best quality" or "finest ingredients" in advertisements?

A)China
B)Germany
C)Russia
D)Saudi Arabia

Question 51

More awareness advertising may be needed in one country versus another because

A)of different national laws.
B)of different national norms.
C)the same product may vary in its product life cycle stage across countries.
D)consumers may have different attitudes towards humor.

Question 52

To evoke a similar positive feeling,Mars candy used the slogan "Saturday 3 p.m." in Britain and ____ in France.

A)"Paris"
B)"August"
C)"weekend"
D)"the last parking space"

Question 53

A soft-sell approach will be most successful in

A)the United States.
B)Japan.
C)Britain.
D)Germany.

Question 54

Which country prohibits ads showing women in sleeveless dresses?

A)Israel
B)Malaysia
C)Mexico
D)Poland

Question 55

To evoke a similar positive feeling,Mars candy used the slogan "August" in France and ____ in Germany.

A)"July"
B)"weekend"
C)"the last parking space"
D)"Berlin United"

Question 56

The ____ Language Board encourages the use of its traditional languages in advertisements.

A)Chaldean
B)Chinese
C)Hindi
D)Welsh

Question 57

The advantage of global advertising is

A)low cost.
B)convergence of consumer preferences.
C)marketing can be done under one global brand name.
D)Both a and c

Question 58

In a soft-sell approach,

A)advertising campaigns convince customers emotionally.
B)the main focus is on price.
C)extensive humor is used.
D)comparative advertising is used.

Question 59

Global campaigns work better if

A)the target market is broadly defined.
B)there is no target market.
C)the target market is narrowly defined.
D)None of the above.

Question 60

Cell phone ads may be particularly successful in India because

A)they are economical.
B)cellphone penetration is high compared to other electronic media.
C)literacy rates are high.
D)All of the above.

Question 61

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

A)Standardization for automobile advertising has never worked well.
B)Europeans prefer local advertisements even for global products.
C)Cost savings would be minimal.
D)None of the above

Question 62

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

A)Europeans prefer local advertisements even for global products.
B)Cost savings would be minimal.
C)Standardization is not appropriate for global brands.
D)None of the above

Question 63

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

A)Develop a simple theme in the United States that then can be used abroad with minor changes undertaken at the discretion of the foreign subsidiaries.
B)Develop a theme in the United States but allow headquarters to later consider and approve minor adaptations proposed by foreign subsidiaries.
C)Incorporate input from the subsidiaries in the original design of a global them campaign.
D)Use of global theme advertising is declining.

Question 64

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

A)Low literacy in China makes this inappropriate.
B)High literacy in china makes this very appropriate.
C)You will need approval of multiple government agencies.
D)You should stress your product's high quality by claiming "best quality."

Question 65

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?

A)Standardized
B)Localized
C)Global theme
D)Global cycle

Question 66

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

A)use any English in the ads.
B)depict women in sleeveless dresses.
C)utilize child actors.
D)None of the above

Question 67

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

A)less consistency in regulations across Europe.
B)more consistency in regulations across Europe.
C)recent lawsuits.
D)new standards for the toy industry.

Question 68

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

A)Do not depict women in sleeveless dresses.
B)You should stress your product's high quality by claiming "best quality."
C)Do not depict children in the ads.
D)You will need approval of multiple government agencies.

Question 69

A centralized approach towards advertising is preferred when customer needs are

A)different,and the firm faces the same competitors in most markets.
B)homogenous,and the firm faces different competitors in most markets.
C)homogenous,and the firm faces the same competitors in most markets.
D)different,and the firm faces different competitors in most markets.

Question 70

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

A)Language should not be a problem.
B)Britons are taught in school to be critical of advertising.
C)Britons dislike humor in their ads.
D)All of the above

Question 71

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

A)A global theme approach is inappropriate for luxury goods.
B)Develop a simple theme in the United States that then can be used abroad with minor changes undertaken at the discretion of the foreign subsidiaries.
C)Develop a theme in the United States but allow headquarters to later consider and approve minor adaptations proposed by foreign subsidiaries.
D)Incorporate input from the subsidiaries in the original design of a global theme campaign.

Question 72

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

A)use any child actors.
B)attempt to make product placements.
C)depict women in sleeveless dresses.
D)attempt to advertise on television.

Question 73

Increasingly uniform regulations for advertising across Europe will likely

A)enhance the potential for pan-European campaigns.
B)encourage greater use of global campaigns.
C)result in less restrictive advertising regulations in Europe.
D)All of the above

Question 74

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

A)Standardization for automobile advertising has never worked well.
B)Standardization is not appropriate for global brands.
C)Automobiles are at different stages of the product life cycle in different markets.
D)Cost savings would be minimal.

Question 75

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

A)MTV
B)Reader's Digest
C)Animal Planet
D)Fortune

Question 76

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

A)depict women in sleeveless dresses.
B)use any child actors.
C)attempt to make product placements.
D)attempt to advertise on television.

Question 77

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

A)appeal to consumers' emotions.
B)stress how its autos are better than competitors.
C)avoid U.S.themes.
D)not use any English words.

Question 78

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?

A)Europeans prefer local advertisements.
B)The product category is new to some markets.
C)A global theme approach would be more expensive.
D)Standardized advertising is always preferable to local advertising when marketing products of MNCs.

Question 79

Superlative adjectives such as "best quality" are banned in

A)China.
B)the U.S.
C)most countries.
D)None of the above

Question 80

The advantage of working with global advertising agencies is

A)their knowledge of local customs.
B)they guarantee consistency across campaigns.
C)they finance clients.
D)All of the above.