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?

Accepted Answer

Local slang is used in this example.

Question 2

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

Accepted Answer

Language differences present significant challenges for international advertisers in effectively communicating their messages across different cultures.

Question 3

Translation errors include:

Accepted Answer

Translation errors can stem from various sources, including simple carelessness, the challenge of translating words with multiple meanings, and the difficulty of accurately translating idioms from one language to another.

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.

Accepted Answer

The percentage of sales method determines the advertising budget based on a fixed percentage of past or projected sales revenue, making it a straightforward approach to budget allocation.

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?

Accepted Answer

Involving ad agencies from the host country's environment is the easiest solution because they are familiar with the local culture, language, and market nuances, reducing the risk of errors and misunderstandings in advertising.

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:

Accepted Answer

Uncertainty avoidance is the dimension that describes the extent to which people in a culture prefer structured over unstructured situations, indicating their tolerance for uncertainty and ambiguity. This dimension reflects how cultures deal with the fact that the future can never be known: cultures high in uncertainty avoidance prefer clear rules and regulations, while those low in this dimension are more comfortable with ambiguity and taking risks.

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?

Accepted Answer

The answer of In an advertising message, the original slogan...

Question 8

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

Accepted Answer

The answer of Many of the trickiest promotional issues occur...

Question 9

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

Accepted Answer

Local advertising agencies are familiar with the language, culture, and consumer behavior of the specific market, making them effective in overcoming language-related barriers.

Question 10

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

Accepted Answer

Language-related problems often lead to misunderstandings in promotional materials, causing international marketing efforts to misfire. Cultural nuances, idiomatic expressions, and direct translations can distort the intended message.

Question 11

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

Accepted Answer

The answer of In international marketing, advertising to some extent...

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?

Accepted Answer

This is an example of simple carelessness because the translation error changes the meaning of the original slogan in a way that suggests a negative experience with the product, rather than a positive one, due to a lack of attention to detail in the translation process.

Question 13

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

Accepted Answer

The percentage of sales method is primarily appealing because of its simplicity. It involves setting the advertising budget based on a fixed percentage of past or anticipated sales, making it straightforward to calculate and apply.

Question 14

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

Accepted Answer

The answer of All of the following are strategies for...

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:

Accepted Answer

Power distance is the dimension that refers to the degree of inequality that is seen as acceptable within a society or country, according to Hofstede's cultural dimensions theory.

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:

Accepted Answer

Hofstede's cultural dimensions theory identifies several dimensions that distinguish one culture from another. These dimensions are power distance, uncertainty avoidance, individualism vs. collectivism, and masculinity vs. femininity. "Possessions" is not one of the dimensions identified by Hofstede in his cultural classification scheme.

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.

Accepted Answer

Masculinity as a cultural dimension, according to Hofstede's cultural dimensions theory, emphasizes achievement, heroism, assertiveness, and material rewards for success. Ads stressing performance, success, and competition align with societies that score high on masculinity, where such traits are valued.

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?

Accepted Answer

This is an example of language barriers, where the original meaning of the slogan was lost or altered significantly in translation, leading to an unintended and potentially offensive message.

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:

Accepted Answer

The host country's religion(s) often pose the trickiest problem for international marketers when considering cultural constraints, as religious beliefs deeply influence consumer behavior, values, and reactions to marketing messages.

Question 20

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

Accepted Answer

The answer of All of the following are language barriers...

Quiz 13: Global Communication Strategies