Deck 13: Global Communication Strategies

Question 1

In Britain, one U.S.advertiser ran a campaign that centered on the slogan "You can use no finer napkin at your dinner table." In Britain, some people use the word "napkin" for the word "diapers." This would be an example of which of the following types of translation errors?

A)simple carelessness.
B)idioms.
C)local slang.
D)multiple-meaning words.
E)incorrect grammar.

Answer 1

C

Question 2

_____ is one of most formidable barriers that international advertisers need to surmount.

A)Politics
B)Technology
C)Translation
D)Language
E)None of the above

Answer 2

D

Question 3

Translation errors include:

A)simple carelessness.
B)multiple-meaning words.
C)idioms.
D)all of the above.
E)none of the above.

Answer 3

D

Question 4

With respect to budget forms for advertising, the _____ method simply sets the overall advertising budget based on either past or expected sales revenue.

A)percentage of sales
B)competitive parity
C)all-you-can-afford
D)objective-and-task
E)marginal increment

Question 5

Given that so many errors can occur with translation and misunderstanding of advertising in the foreign market, which of the following is probably the easiest solution to the problem?

A)involve ad agencies from the company's domestic environment.
B)involve ad agencies from the host country's environment.
C)check with government officials.
D)employ foreign language specialists for all markets.
E)don't worry about it, the problem usually corrects itself.

Question 6

One framework that helps with studying the influence of culture on global advertising is the cultural classification scheme developed by Dutch researcher Geert Hofstede.One dimension refers to the extent that people within the culture prefer structured situations with clear cut rules and little ambiguity.This dimension would best be described as:

A)power distance.
B)long-termism.
C)uncertainty avoidance.
D)individualism.
E)masculinity.

Question 7

In an advertising message, the original slogan was "Body by Fisher." The translation in a foreign market was "Corpse by Fisher." This would be an example of which of the following types of translation errors?

A)simple carelessness
B)idioms
C)local slang
D)multiple-meaning words
E)incorrect grammar

Question 8

Many of the trickiest promotional issues occur in the domain of _____.

A)environment
B)money
C)technology
D)business
E)religion

Question 9

To solve language-related barriers, companies in international markets should use_____ advertising agencies.

A)local
B)regional
C)global
D)transnational
E)domestic

Question 10

In international marketing, numerous promotional efforts misfire because of _____ -related problems.

A)politics
B)technology
C)transfer
D)transaction
E)language

Question 11

In international marketing, advertising to some extent is a _____ phenomenon.

A)cultural
B)social
C)general
D)static
E)global

Question 12

In an advertising message, the original slogan was "When I used this shirt, I felt good." The translation in a foreign market was "Until I used this shirt, I felt good." This would be an example of which of the following types of translation errors?

A)simple carelessness
B)idioms
C)local slang
D)multiple-meaning words
E)incorrect grammar

Question 13

The primary appeal of the percentage of sales method of allocating an advertising budget is its:

A)popularity
B)accounting good sense
C)control feature
D)simplicity
E)accuracy

Question 14

All of the following are strategies for dealing with translation problems in a foreign market except:

A)involve ad agencies from the host country's environment.
B)don't translate the message for the foreign market.
C)add foreign language subtitles.
D)use voice-overs that use foreign slang.
E)check with foreign officials.

Question 15

One framework that helps with studying the influence of culture on global advertising is the cultural classification scheme developed by Dutch researcher Geert Hofstede.One dimension refers to the degree of inequality that is seen as acceptable within the country.This dimension would best be described as:

A)power distance.
B)long-termism.
C)uncertainty avoidance.
D)individualism.
E)masculinity.

Question 16

One framework that helps with studying the influence of culture on global advertising is the cultural classification scheme developed by Dutch researcher Geert Hofstede.All of the following are dimensions of a value system used in the cultural classification scheme except:

A)power distance.
B)possessions.
C)uncertainty avoidance.
D)individualism.
E)masculinity.

Question 17

If ads in a foreign country stress performance, success, and completion, they would probably be focusing on which of the following cultural classification schemes as a way to reach a segment of the population where this dimension was high or important.

A)power distance.
B)long-termism.
C)uncertainty avoidance.
D)individualism.
E)masculinity.

Question 18

In an advertising message, the original slogan was "Body by Fisher." The translation in a foreign market was "Corpse by Fisher." This would be an example of which of the following constraints on international promotion?

A)language barriers
B)advertising regulations
C)cultural constraints
D)local attitudes toward advertising
E)poor media infrastructure

Question 19

When considering barriers that are faced by international marketers attempting to successfully advertise in foreign markets, cultural constraints can pose huge difficulties.The trickiest problem within this category is usually posed by:

A)the government.
B)trade unions.
C)environmental rights groups.
D)women.
E)the host country's religion(s).

Question 20

All of the following are language barriers that can be identified as typical international translation errors except:

A)simple carelessness.
B)idioms.
C)local slang.
D)multiple-meaning words.
E)incorrect grammar.

Question 21

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

A)competitors
B)governments
C)advertising mangers
D)headquarters
E)CEOs

Question 22

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.

A)percentage of sales
B)competitive parity
C)all-you-can-afford
D)objective-and-task
E)marginal increment

Question 23

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:

A)scale economics.
B)consistent image.
C)government regulation.
D)global consumer segments.
E)creative talent.

Question 24

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?

A)scale economics
B)consistent image
C)cross-fertilization
D)global consumer segments
E)creative talent

Question 25

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

A)host country
B)home country
C)foreign
D)complete localization
E)polycentric

Question 26

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.

A)export
B)import
C)prototype (pattern)
D)concept cooperation
E)psychological

Question 27

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?

A)scale economics
B)consistent image
C)cross-fertilization
D)global consumer segments
E)creative talent

Question 28

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

A)geotype
B)prototype
C)modulartype
D)export
E)psychological

Question 29

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

A)cultural differences.
B)budget.
C)advertising regulations.
D)differences in the degree of market development.
E)the "Not Invented Here" syndrome.

Question 30

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.

A)export
B)import
C)prototype (pattern)
D)concept cooperation
E)psychological

Question 31

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.

A)export advertising
B)laissez faire approach
C)DIY advertising
D)centralized advertising
E)concept cooperation

Question 32

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.

A)percentage of sales
B)competitive parity
C)all-you-can-afford
D)objective-and-task
E)marginal increment

Question 33

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

A)export advertising
B)complete localization
C)DIY advertising
D)centralized advertising
E)concept cooperation

Question 34

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

A)local
B)regional
C)global
D)transnational
E)multinational

Question 35

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

A)export advertising
B)laissez faire approach
C)DIY advertising
D)centralized advertising
E)concept cooperation

Question 36

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?

A)percentage of sales
B)competitive parity
C)all-you-can-afford
D)objective-and-task
E)marginal increment

Question 37

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:

A)beer
B)banking
C)a beef product
D)an automobile
E)cosmetics

Question 38

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.

A)percentage of sales
B)competitive parity
C)all-you-can-afford
D)objective-and-task
E)marginal increment

Question 39

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.

A)export advertising
B)laissez faire approach
C)DIY advertising
D)centralized advertising
E)prototype standardization

Question 40

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?

A)cultural differences.
B)budget.
C)advertising regulations.
D)differences in the degree of market development.
E)the "Not Invented Here" syndrome.

Question 41

All of the following explain the local nature of sales promotion for the multinational corporation except:

A)economic development.
B)market maturity.
C)cultural perceptions.
D)trade structure.
E)new product development.

Question 42

Another term to describe the portfolio of media choices (and variations within those choices) is called:

A)media decision making.
B)media super structure.
C)media infrastructure.
D)media bias.
E)media method.

Question 43

Infomercial marketers now have access to over one-half of Japanese consumers.Which of the following trends would be most representative or closely associated with the above fact?

A)growing commercialization and deregulation of mass media.
B)shift from radio and print to TV advertising.
C)rise of global and regional media.
D)growing spread of interactive marketing.
E)improved monitoring.

Question 44

All of the following are risks associated with event sponsorship except:

A)nonsponsors can come in.
B)too many sponsorships might be sold.
C)there might be clutter among the sponsors and their messages.
D)the sponsorship might be too expensive for the number of people that show up.
E)adequate protection of the sponsorship.

Question 45

_____ refer(s) to a collection of short-term incentive tools that lead to quicker and/or larger sales of a particular product by consumers or the trade.

A)Advertising
B)Sales promotion
C)Internet marketing
D)Promotion
E)Publicity

Question 46

When screening ad agencies, all of the following criteria might be used except:

A)market coverage.
B)cost of agency talent and expense.
C)quality of coverage.
D)expertise with developing a central international campaign.
E)scope and quality of support services.

Question 47

Procter & Gamble has attempted to cut back on _____ strategy incentives by introducing every-day-low-pricing.

A)push
B)pull
C)conventional
D)vertical
E)horizontal

Question 48

If promotional dollars are aimed at the trade or distributor, then the strategy is described as being a _____ strategy.

A)push
B)pull
C)conventional
D)vertical
E)horizontal

Question 49

In general, high costs per thousand (CPM) are found in areas that have:

A)a high per capita GNP
B)a low per capita GNP
C)a large gap between income levels
D)a large population
E)none of the above

Question 50

Adidas, the German sportswear maker, paid a hefty $80 million to $100 million in cash and services for sponsorship of the 2008 Beijing Summer Olympics.This is an example of _____.

A)event sponsorship
B)sales sponsorship
C)trade shows
D)publicity
E)public relations

Question 51

If promotional dollars are aimed at the end-user, then the strategy is described as being a _____ strategy.

A)push
B)pull
C)conventional
D)vertical
E)horizontal

Question 52

If promotional dollars are aimed at the middlemen, then the strategy is described as being a _____ strategy.

A)push
B)pull
C)conventional
D)vertical
E)horizontal

Question 53

Given that advertising regulations not only govern advertising in foreign markets but can also create difficulties, how can marketers cope? All of the following are valid suggestions except:

A)keep track of regulations and pending legislation.
B)challenge regulations in court.
C)adapt the marketing mix strategy.
D)try to circumvent the regulation by using local advertisers.
E)lobby for favorable regulations or results.

Question 54

Although, Coca-Cola was the official sponsor of the 2002 World Cup Soccer, Pepsi managed to sign up some of the biggest soccer celebrities, including England's soccer star David Beckham.In event sponsorship, this is an example of _____.

A)guerilla marketing
B)ambush marketing
C)passive marketing
D)active marketing
E)cooperative marketing

Question 55

Sampling, price-offs, coupons, sweepstakes, bonus packs, and trade allowances are all examples of _____.

A)advertising
B)sales promotion
C)direct marketing
D)public relations
E)publicity

Question 56

To promote the Xbox video program, Microsoft gave away two million DVDs with an interactive commercial.This is an example of which of the following trends?

A)growing commercialization and deregulation of mass media.
B)shift from radio and print to TV advertising.
C)rise of global and regional media.
D)growing spread of interactive marketing.
E)improved monitoring.

Question 57

The media landscape differs across countries and regions by these factors:

A)media availability
B)media accessibility
C)media costs
D)media habits
E)all of the above

Question 58

Ad regulations governing the advertising of cigarettes would probably fall under which of the following advertising regulation categories?

A)advertising of "vice products" and pharmaceuticals.
B)comparative advertising.
C)content of advertising messages.
D)advertising targeting children.
E)none of the above.

Question 59

If advertisers disparage their competition in an advertisement, the regulation category that would govern this practice would probably be:

A)advertising of "vice products" and pharmaceuticals.
B)comparative advertising.
C)content of advertising messages.
D)advertising targeting children.
E)all of the above.

Question 60

High cost-per-thousand (CPMs) are found in areas that have a high per capita _____.

A)LMP
B)ZNP
C)MMP
D)GNP
E)PPP

Question 61

Language barriers can occur through translation problems.If the original slogan was "Body by Fisher" and the translation was "Corpse by Fisher," the problem with translation was probably due to a problem idiom.

Question 62

The Swiss luxury watchmaker TAG Heuer used the tag line "Don't crack under pressure" without translating it in each of its markets.

Question 63

Which of the following does not describe mobile marketing?

A)It refers to ads on the sides of trucks and buses.
B)Mobile marketing cannot interact with consumers.
C)It fosters top-of-mind brand awareness.
D)It increases customer involvement.
E)Both A and B

Question 64

Percentage of sales is one of the simplest way to set an advertising budget

Question 65

Trade shows are also called _____.

A)trade marts
B)trade markets
C)trade fairs
D)trade expos
E)trade circles

Question 66

There are at least five ways to say "tires" in Spanish.

Question 67

In international marketing, numerous promotional efforts misfire because of language-related problems.

Question 68

The most popular budgeting rule is the objective-and-task method.

Question 69

Worldwide, advertising spending exceeds half a trillion dollars.

Question 70

In the percentage of sales method, the overall advertising budget is based on either past or expected sales revenues.

Question 71

With respect to advertising, probably the trickiest of the cultural barriers centers on the host country's religion.

Question 72

In the competitive parity rule, advertisers do not use competitors' advertising spending as a benchmark.

Question 73

Language is not a major barrier in international advertising.

Question 74

Idioms that use slang from one country to another may inadvertently lead to embarrassing meanings in the host country.

Question 75

One obvious cure for misinterpreted meanings of advertising slogans in foreign countries is to reduce the usage of slogans.

Question 76

Worldwide, advertising spending in 2018 exceeded $75 for every man, woman, and child on the planet.

Question 77

A _____ program goes one step further since it is a system of active promotional management that strategically coordinates global communications in all of its component parts both horizontally (country-level) and vertically (promotion tools).

A)vertical communications
B)horizontal communications
C)globally integrated marketing communications
D)global communications
E)synergistic communications

Question 78

With bottom-up budgeting, each country subsidiary independently determines how much should be spent within its market and then requests the desired resources from headquarters.

Question 79

The most popular budgeting rule is the so-called competitive parity method.

Question 80

Celebrity endorsements are not well received in China.