Deck 14: International Publicity, Public Relations, and Sales Promotion Strategies

Question 1

Sponsorship is decreasing in popularity as an international marketing communication vehicle.

Answer 1

False
Sponsorship is a growing venue for international marketing communication. There is practically no important international cultural or sport-related event that does not have the backing of multinational corporations.

Question 2

Many governments do not look favorably upon corporate sponsorships: they regard them as an approach to infiltrate all aspects of consumers' lives.

Answer 2

False
Most governments look favorably upon sponsorship as a way of supporting the arts and sports.

Question 3

McDonald's used advocacy advertising to combat the negative attitude of consumers and farmers in France.

Answer 3

False
McDonald's used image advertising to combat the negative attitude of consumers and farmers in France. Image advertising is a special case of corporate advertising in which the goal is to enhance perceptions of the company in a given market.

Question 4

Even companies that have strong relationships with an advertising agency frequently allow international subsidiaries to make their own sale promotion decisions.

Question 5

Negative publicity is frequently experienced by multinational corporations.

Question 6

Benetton's campaign portraying death-row inmates' perspectives on their lives along with personal statistics that include the type and date of murder and related sentence is an example of advocacy advertising.

Question 7

In France, McDonald's is viewed as a symbol of French pride and the entrepreneurial spirit.

Question 8

When Philip Morris aired an advertisement portraying traditional Chinese dancers dancing on the Great Wall to the Marlboro theme song and wished Chinese consumers a happy New year from Phillip Morris companies, it was engaging in advocacy advertising.

Question 9

Event sponsorship and corporate advertising are both examples of public relations.

Question 10

Sales promotion activities are often conducted independent of advertising campaigns.

Question 11

Publicity may occur in any type of print article or broadcast message.

Question 12

Corporate advertising is used to enhance perceptions of a company in a given market.

Question 13

Public relations main purpose is to generate positive publicity.

Question 14

Corporate advertising is used by companies to stress a particular point of view.

Question 15

Publicity is defined as a concerted effort on the part of the company to generate good will among publics that are essential to the company.

Question 16

Print advertising and broadcast advertising are examples of publicity.

Question 17

A concerted effort on the part of the U.S. government to generate good will among Iraqis is a public relations effort.

Question 18

McDonald's aired a campaign in France that both made fun of Americans and stressed the French origins of McDonald's products.

Question 19

Image advertising is used to enhance perceptions of a company in a given market.

Question 20

Publicity is often less credible than advertising.

Question 21

Global promotion campaigns are becoming very popular.

Question 22

Sweepstakes and contests as well as incentives such as price-off reductions can be aimed at both consumers and the trade.

Question 23

Trade shows and exhibitions are aimed at business-to-business promotion and are also frequently used for consumer promotions.

Question 24

Documenta is an international trade show for publishers that occurs biannually.

Question 25

Brand managers are noting that sales promotion tools damage brand perceptions and attitudes; consequently, companies such as Ford are eliminating sale promotions from their promotional mix.

Question 26

Even though English is not used nationally in Switzerland, English is used in sales promotions to avoid offending Swiss consumers.

Question 27

In the Netherlands, Albert Heijn is the grocery store where multinationals offer their new products and attempt to initiate consumer trial.

Question 28

Global sales promotion campaigns are increasingly common.

Question 29

Usually, the U.S. government shares the cost of trade shows abroad in which U.S. firms participate.

Question 30

U.S. consumers make more than 50% of their purchase decisions at the point of sale.

Question 31

For U.S. industrial firms, trade shows and exhibitions account for one-fifth of the overall communication budget.

Question 32

The European Union has created an environment in which sales promotions can be standardized in continental Europe and the United Kingdom.

Question 33

Through its economic and political integration, the European Union has established a common set of sales-promotion regulations for member countries.

Question 34

In Germany, "buy one, get one free" offers are illegal.

Question 35

For European industrial firms, trade shows and exhibitions account for one-fifth of the overall communication budget.

Question 36

Because point-of-purchase displays don't rely on words, they do not need adaptation across markets.

Question 37

Sweepstakes and contests as well as incentives such as price-off reductions can be aimed at both consumers and the trade.

Question 38

Negative publicity in the Nestlé infant formula case was not generated from local Africans but from consumer groups outside of Africa.

Question 39

The World Exposition (the World Fair), unlike most expositions, cuts across domains.

Question 40

In markets where multiple languages are spoken, English is often used in sales promotion.

Question 41

How did McDonald's respond when its restaurants in France were vandalized by French protesters?

A)It sponsored French soccer teams in an attempt to win back the French consumer.
B)It replaced its beef products with mutton.
C)It began an advocacy campaign to demonstrate its commitment to environmental issues.
D)It conducted image advertising to stress McDonald's French origins.

Question 42

A Kraft ad informing consumers about the company's endorsement of community events is an example of

A)Corporate advertising
B)Image advertising
C)Advocacy advertising
D)Public service advertising

Question 43

Which type of advertising is used by companies to stress a particular point of view?

A)Corporate advertising
B)Image advertising
C)Advocacy advertising
D)Umbrella advertising

Question 44

Which form of marketing communication is not an example of public relations?

A)Press releases
B)Corporate advertising
C)Event sponsorship
D)Each of the above is an example of public relations.

Question 45

Benetton's ad for the French market showing a reporter interviewing an ethnic protester while he is being brutally arrested could be perceived as a protest against police brutality. Which type of advertising does this represent?

A)Corporate advertising
B)Image advertising
C)Advocacy advertising
D)Public service advertising

Question 46

Why do companies use English as the language of promotion in Switzerland?

A)English is the official language of Switzerland.
B)With 7 languages and almost 50 dialects in Switzerland, English is the easiest way to communicate to the masses.
C)Using English is a way to avoid offending consumers.
D)All of the above are true.

Question 47

Which company waged a successful public relations campaign by sponsoring Placido Domingo, Luciano Pavoratti and Jose Carreras during their Bravo Africa concert?

A)Vodacom
B)Gatorade
C)Sony
D)IBM

Question 48

Which statement regarding sales promotion activities is false?

A)Unlike advertising campaigns, promotion campaigns are rarely global in nature.
B)Sales promotion tools can actually contribute to strengthening brand perceptions.
C)Sales promotion activities are often conducted independently of advertising activities.
D)Sales promotions often face legal hurdles across countries.

Question 49

Which of the following are NOT examples of international publicity?

A)Print articles
B)Word-of-mouth communication
C)Broadcast messages
D)All of the above are examples of international publicity

Question 50

Which type of sales promotion tool is most likely to be used in a standardized campaign?

A)Point-of-purchase displays
B)Coupons
C)Free samples
D)Contests

Question 51

Which of the following about international publicity is NOT true?

A)Print articles are examples of publicity
B)Word-of-mouth communication is an example of publicity
C)Publicity can be negative or positive
D)All of the above are true.

Question 52

A Procter & Gamble ad that presents all the company's products and addresses the company's internationalization strategy is an example of

A)Corporate advertising
B)Image advertising
C)Advocacy advertising
D)Public service advertising

Question 53

Which statement regarding sales promotion activities is true?

A)Promotion campaigns are global in nature.
B)Sales promotion tools can actually contribute to strengthening brand perceptions.
C)Sales promotion activities are often conducted independently of advertising activities.
D)Sales promotions rarely contribute to strengthening brand perceptions and attitudes.

Question 54

How did Procter & Gamble first introduce Bounty to Dutch consumers?

A)It sent coupons to consumers through the mail.
B)It used point-of-purchase displays in Albert Heijn stores.
C)It sponsored a major Tulip show.
D)All of the above are correct.

Question 55

Which statement regarding event sponsorship is true?

A)Sponsorship is losing its popularity with firms because of the increasing expense associated with event sponsorship.
B)There is practically no important international cultural event that does not have the backing of multinational corporations.
C)Event sponsorship is illegal in many countries outside of the United States.
D)All of the above statements are true.

Question 56

Why did French consumers recently vandalize McDonald's restaurants?

A)Several consumers died from eating contaminated beef at McDonald's.
B)McDonald's failed to translate its Big Mac, and the resulting name was offensive.
C)McDonald's was targeted as a symbol of U.S. globalization.
D)McDonald's, in an advocacy advertisement, took an unpopular stance regarding hormone-fed beef.

Question 57

On Chinese New Year, Phillip Morris ran an ad that portrayed traditional Chinese dancers dancing on the Great Wall to the Marlboro theme song. At the end of the ad, the advertisement wished Chinese consumers a happy new Year from the Phillip Morris companies. What type of advertising does this represent?

A)Corporate advertising
B)Image advertising
C)Advocacy advertising
D)Event sponsorship

Question 58

Which of the following is an example of a sales promotion tool?

A)Free samples
B)Point-of-purchase displays
C)Sweepstakes
D)All of the above are sales promotion tools.

Question 59

When McDonald's created an advertising campaign that both made fun of Americans and stressed the fact that McDonald's avoid using genetically modified ingredients, what type of advertising was it conducting?

A)Corporate advertising
B)Image advertising
C)Advocacy advertising
D)Umbrella advertising

Question 60

Which type of advertising is used to enhance perceptions of a company in a given market?

A)Corporate advertising
B)Image advertising
C)Advocacy advertising
D)Umbrella advertising

Question 61

Which place requires sponsors to provide French translations and to pay a duty based on the total value of the prize pool and to post a bond to run a promotion?

A)France
B)Quebec
C)French Polynesia
D)Guinea Bissau

Question 62

Why must displays going to Eastern Europe be marked as not being for resale?

A)Many of the countries in Eastern Europe have laws forbidding the resale of promotional displays for profit.
B)Retailers in this region tend to sell the display for profit instead of using it for its intended purpose.
C)Marking the display as not for resale helps the promoter avoid additional customs duties.
D)Marking the display in this way helps to prevent piracy of the display.

Question 63

_________________________ is defined as a concerted effort on the part of the company to generate good will among publics that are essential to the company.

Question 64

According to the text, as marketers consider the future of sales promotion, which form of sales promotion "anticipates important growth?"

A)Coupons
B)Free samples
C)Contests
D)Point-of-purchase displays

Question 65

For U.S. industrial firms, trade show and exhibitions account for ____ of the overall communication budget.

A)One-fifth
B)One-fourth
C)One-third
D)Half

Question 66

Trade shows and exhibitions

A)Take place on the company premises.
B)Have the highest reach of all types of promotion.
C)Provide a neutral environment for doing business.
D)All of the above are true regarding trade shows and exhibitions.

Question 67

____ are examples of trade promotion; they are usually held annually in formats in which companies purchase exhibit space to display and demonstrate their offerings to the target market.

A)Free samples
B)Point-of-purchase displays
C)Trade shows and exhibitions
D)Sweepstakes

Question 68

Which of the following is an example of a trade promotion tool?

A)Free samples
B)Point-of-purchase displays
C)Exhibitions
D)All of the above are trade promotion tools.

Question 69

How did Coke promote Coke Light to consumers in the Netherlands?

A)It used a free sample campaign.
B)It promoted a sweepstakes contest.
C)A cash prize was included inside select cans.
D)It used a Star Wars product tie-in.

Question 70

Why has Nestlé been criticized for its infant formula promotion in Sub-Saharan Africa?

A)It used women dressed as nurses to offer the samples to new mothers.
B)Unsanitary conditions made use of the formula dangerous for infants.
C)The high cost of the product was unjustifiable for the market.
D)All of the above were criticisms of the promotion.

Question 71

What is true about trade shows and exhibits?

A)They are a proven promotional tool capable of having a positive direct impact on sales.
B)Governments often share part of the cost of international trade shows.
C)Although they are used for business-to-business promotions, they are not used for consumer promotions.
D)All of the above are true.

Question 72

____________________ is a communication about a company and/or the company's products that the company does not pay for.

Question 73

In which country are "buy one, get one free" offers illegal?

A)France
B)Germany
C)Belgium
D)Sweden

Question 74

Public relations main purpose is to generate positive ____________________ about the company.

Question 75

Which of the following is an advantage of trade shows and exhibitions?

A)They create pressure on prospective customers to purchase.
B)They offer the potential for buyers and sellers a chance to meet face-to-face.
C)They contain embedded messages for prospective clients.
D)All of the above are advantages.

Question 76

Which industry is represented by the DRUPA annual trade exhibition?

A)Publishing
B)Medicine
C)Graphic arts
D)Fashion

Question 77

Research suggests that European and U.S. consumers make approximately ____ of their purchase decisions at the point of purchase.

A)15%
B)25%
C)35%
D)50%

Question 78

Which of the following is not an advantage of trade shows and exhibitions?

A)They offer a neutral ground for buyers and sellers.
B)They offer the potential for buyers and sellers a chance to meet face-to-face.
C)They enable firms to get their message to a large number of people at one time.
D)All of the above are advantages.

Question 79

In which country is it illegal for retail sales to run beyond on month?

A)France
B)Germany
C)Belgium
D)Sweden

Question 80

For European industrial firms, trade show and exhibitions account for ____ of the overall communication budget

A)One-fifth
B)One-fourth
C)One-third
D)Half