Deck 13: Global Communication Strategies

Question 1

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.

Answer 1

A

Question 2

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

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

Answer 2

E

Question 3

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.

Answer 3

E

Question 4

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 5

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 6

In Spanish, five different words can be used for the word "tires" (cauchos, cubiertas, gomas, llantas, and neumaticos). Obviously, this might present problems in
Advertising. 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 7

In Britain, one U.S. advertiser ran a campaign that centered around 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.

Question 8

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 9

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 10

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

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

Question 11

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 12

___________________ 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

Question 13

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

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

Question 14

Translation errors include:

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

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

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

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

Question 17

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 18

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 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

Of the barriers that face a foreign company when attempting to promote products in a foreign market, ___________________ are arguably the biggest stumbling block
To successful advertising in the foreign market.

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

Question 21

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 22

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 23

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 24

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) laissez faire
E) polycentric

Question 25

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 manuals or tapes.

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

Question 26

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 27

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 28

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 29

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 30

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

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

Question 31

Research from an advertising agency survey indicates that the number one reason for standardizing multinational advertising was to:

A) take advantage of demographics.
B) take advantage of cultural similarities between the countries.
C) capitalize on the fact that the product was standardized.
D) make full use of a proven successful idea.
E) create a single brand image in all markets.

Question 32

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 33

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 34

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 35

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 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

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 38

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 39

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 40

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 41

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 42

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 43

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 44

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 45

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 46

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 47

All of the following can be characterized as being significant trends or developments in the international media landscape EXCEPT:

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 importance of state controlled advertising.
E) improved monitoring.

Question 48

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 49

_________________ 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 50

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 51

Recent developments in the global media landscape include the following EXCEPT:

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) growing importance of high definition television.

Question 52

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 53

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 54

Trade shows are also called _______________________.

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

Question 55

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 56

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 57

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 58

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 59

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 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

One framework that helps with studying the influence of culture on global
advertising is the cultural classification scheme developed by Geert Hofstede. One
of these constructs is called power distance. Research has shown that ads that
position products or services as status symbols are most likely to be effective in
countries with large power distance.

Question 62

Language is not a major barrier in international advertising.

Question 63

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

Question 64

Viral marketing involves the selling of disease-causing agents.

Question 65

The goal of ________________________________ is to coordinate mass advertising, sponsorships, sales promotions, packaging, point-of-purchase displays,
And so forth.

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

Question 66

One can identify three different types of _______________________: simple carelessness, multiple-meaning words, and idioms.

Question 67

One framework that helps with studying the influence of culture on global
advertising is the cultural classification scheme developed by Geert Hofstede.
The value system construct that refers to the extent that people within the culture
prefer structured situations with clear-cut rules and little ambiguity is called
__________________.

Question 68

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 69

Language barriers can occur through translation problems. The most common of
these translation difficulties are due to ____________________ , multiple-meaning
words, and idioms.

Question 70

With respect to budget forms that can be used in advertising, the ________________
method simply sets the overall advertising budget as a percentage of sales.

Question 71

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

Question 72

One framework that helps with studying the influence of culture on global
advertising is the cultural classification scheme developed by Geert Hofstede.
The value system construct that refers to the degree of inequality that is seen as
acceptable within the country is called ________________.

Question 73

Trade shows in Europe:

A) are about more than just business.
B) are exactly the same as in the U.S.
C) never serve refreshments or meals.
D) might be much larger than American shows.
E) both A and D

Question 74

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

Question 75

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

Question 76

Ad campaigns that center around the hard-sell approach (such as testimonials) are
advisable for cultures with high uncertainty avoidance such as the United States.

Question 77

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 78

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

Question 79

In a modern sense, the goal of many MNCs is to pursue a(n)________________ program. In this program, coordination of all communication vehicles would take
Place. Key ideas would be communicated in a unified manner.

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

Question 80

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