Question 1

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

Accepted Answer

In Japan, public displays of affection are generally not encouraged, and ads featuring intimate scenes between couples are also rare. In Saudi Arabia, advertising laws prohibit the use of sexually suggestive or explicit content in ads, and such ads can be considered offensive.

Question 2

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

Accepted Answer

The article states that U.S. advertisements contain more pricing information than Arabic ads.

Question 3

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.

Accepted Answer

The answer of Food is a product category most likely...

Question 4

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

Accepted Answer

In traditional etiquette, particularly in Europe, the man is usually shown preceding the woman when entering a restaurant or theater to suggest politeness and protection.

Question 5

________ 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.

Accepted Answer

Serbia leads the world in terms of watching the most television, with daily viewership of 5 hours and 39 minutes each day.

Question 6

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

Accepted Answer

Public relations is the department responsible for managing communication and relationships with various stakeholders, including customers, in order to promote a positive image of the company. They may use nonpaid forms of communication such as press releases, social media, events, and community involvement to build goodwill and maintain a positive reputation.

Question 7

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

Accepted Answer

The answer of Generally speaking, a company has little control...

Question 8

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:

Accepted Answer

The advertisement was created to use localized advertisement for all the reasons listed except that magazines are the leading medium in China.

Question 9

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

Accepted Answer

Saudi Arabia is known for having strict guidelines on advertising, including strict guidelines on content, sponsorship, and promotions. Advertisements must conform to principles of Islamic law and cultural norms, and there are also restrictions on the use of certain media platforms, such as satellite television. Marketers should be aware of these restrictions and work with local experts to ensure compliance.

Question 10

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

Accepted Answer

Partial nudity and same-sex couples are more commonly seen in advertisements in Europe, and increasingly in Latin America, reflecting more liberal attitudes towards sexuality and diversity in these regions compared to other parts of the world.

Question 11

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

Accepted Answer

The answer of Why is the "big idea" easier to...

Question 12

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.

Accepted Answer

Cultural sensitivity in advertising often relates to deeper values, traditions, or religious beliefs. The use of ketchup on various foods does not typically touch upon these sensitive cultural aspects but rather reflects regional culinary preferences.

Question 13

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

Accepted Answer

As of the latest data, the United States typically leads in terms of average daily television viewership, not India.

Question 14

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.

Accepted Answer

The answer of Much academic research has been devoted to...

Question 15

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

Accepted Answer

The statement is true.

Question 16

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.

Accepted Answer

The answer of One of the issues facing advertisers is...

Question 17

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.

Accepted Answer

Cable television has a high penetration rate in India, and the number of Internet subscribers is much higher than 4 million.

Question 18

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

Accepted Answer

Television is the leading advertising medium in Brazil due to its wide reach and popularity among the population. In Germany, newspapers have traditionally held a strong position in the advertising market, reflecting the country's high newspaper readership rates and the trust placed in print media.

Question 19

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

Accepted Answer

The answer of Arabic ads contain more price information, and...

Question 20

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.

Accepted Answer

The answer of Considering the fact that the "message" is...

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