Deck 13: Global Marketing Communications Decisions I: Advertising and Public Relations

Question 1

Competitive advertising may impair the effectiveness of the message due to the fact that it may:

A)not reach the intended recipient.
B)reach the intended recipient but is misunderstood.
C)reach the intended recipient and is understood, but the recipient may fail to take action.
D)get distorted by noise.
E)only be in one language.

Answer 1

D

Question 2

Advertising, public relations, and other forms of communication are critical tools in the marketing program and reflect the ________ (P)of the marketing mix.

A)Product
B)Promotion
C)Price
D)Place
E)Process

Answer 2

B

Question 3

________ is the phrase global marketers use to describe ads with common design elements into which localized elements are inserted for individual country markets.

A)"Pattern advertising"
B)"Template advertising"
C)"Cookie-cutter advertising"
D)"Model advertising"
E)"Stereotype advertising"

Answer 3

A

Question 4

Which of the following product category/company pairings best illustrates the concept of "product cultures"?

A)earth-moving equipment/Caterpillar
B)personal hygiene/Procter & Gamble
C)coffee bars/Starbucks
D)batteries/Duracell
E)automobiles/Ford

Question 5

The "extension versus adaptation" debate is essentially a debate over "standardized versus localized" advertising.

Question 6

Landor Associates, a company specializing in brand identity and design, recently determined that ________ has the number one brand-awareness and esteem position in the United States, number two in Japan, and number six in Europe.

A)McDonald's
B)Toyota
C)Sony
D)Pepsi
E)Coke

Question 7

When the subheads and body copy of an advertisement are localized, not simply translated, it is an example of:

A)local advertising.
B)global advertising.
C)pattern advertising.
D)advocacy advertising.
E)stereotype advertising.

Question 8

What do Unilever and Procter & Gamble have in common?

A)Revenues at both companies have been hurt by regulations concerning tobacco advertising and promotion.
B)Both companies utilize extension approaches to advertising.
C)Both companies rank high in terms of non-U.S. ad spending.
D)Both companies use a great deal of corporate advertising.
E)Both companies use the same advertising agency.

Question 9

To counteract the negative perception and publicity about Coke, the company launched its own print ad campaign that featured smaller-format cans and bottles.

Question 10

According to data published by Advertising Age in 2012, Proctor & Gamble ranks # 2 in worldwide advertisement spending.

Question 11

A ________ company possesses a critical marketing advantage with respect to marketing communications.

A)domestic
B)local
C)global
D)glocal
E)multinational

Question 12

Because advertising is often designed to add ________ value to a product or brand, it plays a more important communications role in marketing consumer products than it does for marketing industrial products.

A)social
B)monetary
C)cultural
D)psychological
E)emotional

Question 13

Which company ranks number one in terms of worldwide ad spending for the year 2013?

A)General Motors
B)Philip Morris
C)Unilever
D)Procter & Gamble
E)Coca-Cola

Question 14

Standardized print campaigns can be used for all of the following except:

A)visual appeal.
B)industrial products.
C)high-tech consumer products.
D)voiceovers TV commercials.
E)stereotype advertising.

Question 15

In the language of global marketing, ________ is the phrase used to describe advertising that represents a middle ground between 100% standardization and 100% localization.

A)"stereotype advertising"
B)"template advertising"
C)"cookie-cutter advertising"
D)"compromise advertising"
E)"pattern advertising"

Question 16

A company's efforts to effectively communicate with customers is very important. All of the following are major difficulties which can compromise an organization's attempt to communicate with customers except:

A)the message does not reach the intended recipient.
B)the message reaches the intended recipient but is misunderstood.
C)the message reaches the intended recipient and is understood, but the recipient may fail to take action.
D)the message is distorted by noise.
E)the message is only in one language.

Question 17

The elements of the promotion mix are advertising, public relations, personal selling, process, and sales promotion.

Question 18

As companies recognize and embrace new concepts such as the globalization of "the coffee culture," the potential for effective global advertising:

A)decreases.
B)increases.
C)remains the same.
D)becomes evident.
E)is ignored.

Question 19

A phrase which is analogous to the concept of global product platforms is:

A)"Pattern advertising."
B)"Template advertising."
C)"Cookie-cutter advertising."
D)"Model advertising."
E)"Stereotype advertising."

Question 20

Which company ranked number one in terms of ad spending in Europe in 2013?

A)General Motors
B)Philip Morris
C)Unilever
D)Procter & Gamble
E)Coca-Cola

Question 21

The country which has a massive potential for cigarette manufacturers is:

A)Egypt.
B)Spain.
C)Turkey.
D)China.
E)Vietnam.

Question 22

Japanese companies are less inclined to use this approach for selecting advertising agencies:

A)designate global agencies.
B)designate local agencies.
C)use of ads in-house.
D)use of outside agencies.
E)use of in-house marketing.

Question 23

What issues must be considered in selecting an advertising agency for global advertising?

Question 24

Recently, global companies have embraced a technique known as "pattern advertising" which is analogous to the concept of global product platforms.

Question 25

There is an ongoing debate between "standardization" versus "adaptation" pertaining to global advertising. Explain how different sides of the arguments fit into the global context.

Question 26

Standardized print campaigns can be used for industrial products or for technology-oriented consumer products such as the Apple iPhone and the iPad.

Question 27

The significance of tobacco advertising is highlighted by the fact that ________ million people die each year as a direct result of consuming tobacco products.

A)two
B)three
C)four
D)five
E)six

Question 28

Despite an unmistakable trend toward using global advertising agencies to support global marketing efforts, companies with geocentric orientations will adapt to the global market requirements and select the best agency or agencies accordingly.

Question 29

In selecting an advertising agency, all of the following issues should be taken into consideration except:

A)company organization.
B)national responsiveness.
C)area coverage.
D)buyer perception.
E)franchise or company owned status.

Question 30

The kind of brand awareness a company wants to project is identified by:

A)area coverage.
B)buyer perception.
C)company organization.
D)national responsiveness.
E)in-house marketing.

Question 31

Ads in a European print campaign for Boeing shared basic design elements, but the copy and the visual elements were localized on a country-by-country basis. This is an example of pattern advertising.

Question 32

Most of the agency brands identified among the network agencies are full-service agencies involved in creating advertising as well as other services, such as market research, media buying, and direct marketing.

Question 33

Western advertising agencies still find markets such as China and Japan to be very complex, as Asian agencies find it just as difficult to establish local agency presence in western markets.

Question 34

According to data published by Advertising Age (2014), which of the following is the largest global advertising organization based on worldwide revenues?

A)WPP Group
B)Interpublic Group
C)Omnicom Group
D)Dentsu Inc.
E)Havas

Question 35

According to the worldwide revenue figures for 2014, Omnicom Group is the world's largest advertising organization.

Question 36

A global company that has the ability to successfully transform a domestic campaign into a worldwide one or to create a new global campaign from the ground up possesses a critical marketing advantage. Explain this statement in light of the global advertising.

Question 37

In December 2012, Australia implemented some of the world's most stringent antismoking regulations which included a ban on brand logos and prominent placement of graphic photographic images of smoking-related illnesses and disfigurement on cigarette packs.

Question 38

According to data published by Advertising Age (2014), which of the following is the largest global advertising agency network based on worldwide revenues?

A)Young & Rubicam Group (WPP)
B)Interpublic Group
C)Omnicom Group
D)Dentsu Inc.
E)Havas

Question 39

McDonald's global marketing chief, staged a competition that included agencies from all over the world. "i'm lovin' it" tagline was devised by a(n)________ agency.

A)Egyptian
B)American
C)Turkish
D)Chinese
E)German

Question 40

Companies that are centralized typically allow managers at the local subsidiary to make ad agency selection decisions.

Question 41

Ads that tickle the funny bone of the intended audience and evoke response that will direct purchase behavior are based on:

A)rational appeals.
B)emotional appeals.
C)SRC appeals.
D)melodramatic appeals.
E)localized appeal.

Question 42

A recent global campaign for IKEA, the Swedish home furnishings retailer, positioned houses as homes as a place for love, memories, and laughter. This is a classic example of:

A)emotional appeal.
B)rational appeal.
C)selling proposition.
D)advertising appeal.
E)creative appeal.

Question 43

When creating global advertising, it is important to remember that the "advertising appeal" should be based on the agency's understanding of the target audience's buying motives.

Question 44

Tobacco companies in Central Europe face the prospect of tougher marketing and advertisement regulations due to:

A)the growing concern about health hazards associated with smoking.
B)a dislike of global brands crowding out local brands.
C)a desire to return to communist-era policies.
D)a desire to comply with EU entry requirements.
E)the pressure from neighboring countries.

Question 45

In advertising, a(n)________ is an agent who chooses graphics, pictures, type styles, and other visual elements and has general responsibility for the overall look of an advertisement.

A)art director
B)copywriter
C)IMC manager
D)PR practitioner
E)stylist

Question 46

In China, a humorous TV ad showing a student humiliating a teacher in the classroom would be an effective execution for a soft drink brand.

Question 47

In many parts of the world, McDonald's utilizes TV advertising that shows parents interacting with their happy children. Such advertising utilizes:

A)rational appeals.
B)emotional appeals.
C)SRC appeals.
D)melodramatic appeals.
E)localized appeal.

Question 48

Which promotional mix element is most closely associated with activities designed to foster goodwill and understanding with various constituents both inside and outside the company?

A)personal selling
B)advertising
C)public relations
D)sales promotion
E)publicity

Question 49

Some of the world's most memorable advertising campaigns have achieved success because they originate from an idea that is so big that the campaign offers opportunities for a seemingly unlimited number of new executions. Such a campaign is said to have:

A)"life."
B)"legs."
C)"love."
D)"fun."
E)"toes."

Question 50

By producing its ads in France, Revlon obtains effective television commercials at a much higher cost than it would pay for commercials produced in the United States.

Question 51

The challenge of encoding and decoding slogans and taglines in different national and cultural contexts can lead to unintentional errors.

Question 52

The words that are the spoken or written communication elements in advertisements are known as:

A)copy.
B)manuscript.
C)idea.
D)script.
E)writings.

Question 53

The advertising promise that captures the reason that people buy products is known as:

A)creative strategy.
B)the advertising appeal.
C)the selling proposition.
D)the creative execution.
E)the big idea.

Question 54

Some of the world's most memorable advertising campaigns originate from big ideas with an unlimited number of new executions. Such a campaign is said to have legs.

Question 55

Ads based on a(n)________ appeal depend on logic and speak to the audience's intellect.

A)a rational
B)an advertising
C)an emotional
D)a localized
E)a melodramatic

Question 56

The choice between demonstration, slice-of-life, straight sell, and other advertising forms is a matter of the:

A)creative strategy.
B)advertising appeal.
C)selling proposition.
D)creative execution.
E)big idea.

Question 57

In China, McDonald's is careful not to advertise prices with multiple occurrences of the number 4 since, in Cantonese, the pronunciation of the word "four" sounds similar to that of the word death.

Question 58

The way a product's appeal or proposition is presented is called the "selling proposition."

Question 59

In Chinese, the word beef connotes manliness, strength, and skill. Television commercials for the Quarter Pounder have sex appeal

Question 60

In Southern China, McDonald's is careful not to advertise prices with multiple occurrences of the number 4 because:

A)prices ending in odd numbers are preferred in China.
B)there is no number four in the Chinese language.
C)the word four is pronounced similar to the word death in Cantonese.
D)multiple occurrences are considered as unlucky in China.
E)prices are not included on menus in China.

Question 61

In Japan, intimate scenes between men and women are in bad taste, and in Saudi Arabia, such ads are outlawed.

Question 62

U.S. advertisements contain more ________ information, and are more likely to include comparative appeals than Arabic ads.

A)people
B)process
C)price
D)sex
E)context

Question 63

Food is a product category most likely to exhibit cultural sensitivity. Using Heinz ketchup as an example, discuss how the company has used its advertising taking into account cultural sensitivities in different parts of the world.

Question 64

When photographing a couple entering a restaurant or theater, women should be shown preceding the man in Germany and France.

Question 65

________ leads the world in terms of watching the most television; daily viewership is 5 hours, 39 minutes each day, followed by Macedonia with 5:19; the United States is third with 5:04.

A)India
B)France
C)South Korea
D)Serbia
E)Germany

Question 66

One task of the ________ department is to generate nonpaid forms of communication to foster goodwill among customers and others.

A)sales promotion
B)global marketing
C)headquarters
D)public relations
E)advertising

Question 67

Generally speaking, a company has little control over media. To compensate for this lack of control, many companies utilize:

A)image advertising.
B)advocacy advertising.
C)corporate advertising.
D)TV advertising.
E)radio advertising.

Question 68

The McDonald's print ads conveyed sexual innuendo. One execution featured a "beauty shot" of a Quarter Pounder with an extreme close-up of a woman's mouth in the background. This was created to use localized advertisement for all of the following reasons except:

A)beef is considered a luxury, upscale item in China.
B)beef is perceived to boost energy.
C)beef is perceived heighten sex appeal.
D)in Chinese, the word beef connotes manliness, strength, and skill.
E)magazines are the leading medium in China.

Question 69

In which country are global marketers likely to encounter the most restrictions on advertising?

A)the United States
B)Japan
C)Saudi Arabia
D)Russia
E)Germany

Question 70

Partial nudity and same-sex couples are seldom seen in ads in Latin America and Europe.

Question 71

Why is the "big idea" easier to illustrate than define? Explain the importance of big idea in advertising strategy.

Question 72

In Greece, ads show ketchup pouring over pasta, eggs, and cuts of meat. This is an example which shows that ketchup is the product category most likely to elicit cultural sensitivity.

Question 73

India leads the world in terms of watching the most television; daily viewership is 5 hours, 39 minutes each day.

Question 74

Much academic research has been devoted to the impact of culture on advertising. Researcher Tamotsu Kish2 identified seven characteristics that distinguish between Japanese and American creative strategy. Briefly describe those characteristics.

Question 75

Benetton's striking print and outdoor advantage campaigns keyed to the "United Colors of Benetton" generated both controversy and widespread media attention.

Question 76

One of the issues facing advertisers is which medium or media to use when communicating with global target markets. Discuss how these media differ from country to country, giving examples.

Question 77

A critical factor in India's media environment is the lack of penetration by cable television and the fact that only about 4 million Indians currently subscribe to an Internet service.

Question 78

Which of the following is true about advertising expenditures in Germany and Brazil?

A)Television is the leading medium in both Germany and Brazil.
B)Newspapers are the leading medium in both Germany and Brazil.
C)Television is the leading medium in Brazil; newspapers are the leading medium in Germany.
D)Television is the leading medium in Germany; newspapers are the leading medium in Brazil.
E)Magazines are the leading medium in Brazil and Germany.

Question 79

Arabic ads contain more price information, and are more likely to include comparative appeals than U.S. ads.

Question 80

Considering the fact that the "message" is at the heart of advertising, discuss how creative strategy and different types of appeals can be created in global advertising.