Question 1

A company that is ethnocentric in its approach to PR will not extend home-country PR activities into host countries.

Accepted Answer

An ethnocentric approach to PR means the company applies its home-country PR strategies and practices in the host countries, often without significant adjustments for local cultures or preferences.

Question 2

Even in the face of such tough and growing competition,Adidas still enjoys high brand loyalty among older Europeans.The company recruits young people and pays them to wear Adidas shoes in public.This is an example of:

Accepted Answer

This strategy is an example of image advertising, where Adidas aims to enhance its brand image and appeal by associating its products with trendy, young individuals. This approach doesn't directly promote the product's features but rather focuses on creating a positive brand image and lifestyle association.

Question 3

Japan's Fuji Photo Film asked its advertising agency to develop an advocacy campaign for the United States targeted to appeal both to Walmart and to its customers.This is an example of:

Accepted Answer

Advocacy advertising is designed to promote a company's position on a particular issue. In this case, Fuji Photo Film's campaign aimed to appeal to Walmart and its customers, suggesting it was advocating for its brand or products in a way that aligns with the interests or values of both the retailer and its clientele.

Question 4

A company adopting a(n)________ approach to worldwide PR activities gives the host-country practitioner maximum leeway to incorporate local customs and practices into the PR effort.

Accepted Answer

A polycentric approach to worldwide PR activities allows the host-country practitioner maximum flexibility to adapt and incorporate local customs and practices into the PR effort, recognizing the importance of cultural differences.

Question 5

Because of its size and presence in more than 200 countries,the Coca-Cola Company is often the target of anti-globalization protests.Giving examples,show how negative publicity affects global marketers.

Accepted Answer

The answer of Because of its size and presence in...

Question 6

How do the public relations differ around the world? Explain giving examples to show the importance of public relations for a global company.

Accepted Answer

The answer of How do the public relations differ around...

Question 7

A company that is ________ in its approach to public relations (PR)will extend home-country activities into host countries.

Accepted Answer

An ethnocentric approach to public relations (PR) means a company will extend its home-country activities into host countries, applying the same strategies and practices abroad as it does at home, rather than adapting them to fit local cultures.

Question 8

In a massive security breach,North Korean hackers leaked data,memos,and films stolen from Sony in retaliation for Sony Pictures Entertainment's The Interview.

Accepted Answer

The incident, known as the Sony Pictures hack, occurred in November 2014, and it was widely attributed to North Korean hackers as retaliation for the comedy film "The Interview," which depicted a fictional plot to assassinate North Korean leader Kim Jong-un.

Question 9

Which of the following most accurately describes the state of global public relations (PR)today?

Accepted Answer

Expenditures on PR are increasing due to the growing recognition of its importance in shaping public perception, managing crises, and building brand reputation globally.

Question 10

In developing countries,such as Ghana,the best way to communicate with market segments may be through:

Accepted Answer

In many developing countries like Ghana, traditional forms of communication such as dance, songs, and storytelling are deeply ingrained in the culture and are effective ways to reach and engage with local communities. These methods are often more accessible and relevant to the population, especially in areas with limited access to modern technology or where literacy rates may be lower.

Question 11

Companies use corporate advertising,image advertising,and advocacy advertising from time to time.How are these advertising methods different? What are the circumstances under which they are used?

Accepted Answer

The answer of Companies use corporate advertising,image advertising,and advocacy advertising...

Question 12

Advocacy advertising enhances the public's perception of a company,creates goodwill,or announces a major change.

Accepted Answer

The answer of Advocacy advertising enhances the public's perception of...

Question 13

Officials at Brazil's state-owned oil company and top politicians were accused of collaborating with contractors to receive billions in kickbacks.This resulted in ________ problems for Petrobras.

Accepted Answer

The scandal involving kickbacks and collaboration between officials at Brazil's state-owned oil company, Petrobras, and contractors led to significant public relations problems for the company, as it damaged its reputation and trustworthiness among the public and stakeholders.

Question 14

Publicity is similar to advertising in that companies pay the media for placement of stories and news items.

Accepted Answer

Publicity involves gaining media attention without direct payment, typically through press releases or media coverage, whereas advertising involves paying for media space or time to promote products or services.

Question 15

Image advertising is used by global companies to present themselves as famous corporate citizens in foreign countries.

Accepted Answer

The answer of Image advertising is used by global companies...

Question 16

The ultimate test of an organization's understanding of the power and importance of PR occurs during a time of environmental turbulence,especially a potential or actual crisis.

Accepted Answer

During times of environmental turbulence or crisis, an organization's response and handling of the situation through public relations efforts reveal its understanding and capability in managing its reputation and maintaining stakeholder trust.

Question 17

China's ongoing trade-related friction with the United States highlights the need for:

Accepted Answer

China's trade-related friction with the United States is more about perceptions, policies, and international relations than logistics or marketing strategies. A better PR effort can help improve the country's image and negotiate terms more favorably.

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