Question 1

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

Accepted Answer

Dance, songs, and storytelling may be the best way to communicate with market segments in developing countries such as Ghana, where many people are illiterate and oral traditions are strong. These forms of communication can capture people's attention and convey information effectively, while also being enjoyable and entertaining. Mass media, written word, magazine ads, and TV ads may not be as effective because they rely on literacy or technology which may not be universally accessible in developing countries.

Question 2

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

This is true. In 2014, North Korea was found to be responsible for a cyberattack on Sony Pictures Entertainment, which led to a massive data breach and the leak of sensitive information including emails, memos, and even unreleased films. The attack was believed to be in retaliation for the release of the film "The Interview," which depicted a plot to assassinate North Korean leader Kim Jong-un.

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

The scenario exemplifies advocacy advertising, which aims to influence public opinion and promote a particular point of view or cause. In this case, Fuji Photo Film aimed to encourage Walmart and its customers to support the United States through the ad campaign developed by its advertising agency.

Question 4

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 5

What do Ford Motor Company, Coca-Cola, Nike, and McDonald's all have in common?

Accepted Answer

These companies have all received a significant amount of negative publicity in recent years for various reasons, ranging from environmental concerns to labor practices.

Question 6

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

Accepted Answer

A company that is ethnocentric in its approach to PR believes that its home-country PR practices are superior and should be extended to host countries without adaptation.

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 involves extending home-country practices and strategies into host countries, reflecting a belief in the superiority of the home country's methods.

Question 8

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.

Question 9

A supplier in China was accused of selling outdated meat to the fast-food giant McDonald's. Sales declined as a result.

Accepted Answer

This statement is true. The supplier in question, Shanghai Husi Food, was found to have sold expired meat to McDonald's and other fast-food chains in 2014, resulting in a significant decline in sales for McDonald's in China.

Question 10

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 PR activities allows for local practitioners to have the most freedom in incorporating local customs and practices, while still maintaining a global perspective. This approach recognizes that markets and cultures vary among countries and regions, and allows for tailored PR strategies to be developed accordingly.

Question 11

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 12

A supplier in China was accused of selling outdated meat to McDonald's. The consequent declining sales were a result of ________ problem.

Accepted Answer

The accused supplier selling outdated meat to McDonald's led to negative publicity about the quality of their food, which is a public relations issue. This resulted in declining sales for the company.

Question 13

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 14

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

Accepted Answer

Expenditures on PR are increasing globally as companies recognize the importance of maintaining a positive image and building relationships with stakeholders. Additionally, as the digital landscape continues to grow, there is an increasing need for PR professionals to manage social media and online reputation.

Question 15

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 16

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

Accepted Answer

Publicity is different from advertising, as companies do not directly pay for placement. Instead, companies generate news or information that the media finds interesting and chooses to feature for free.

Question 17

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 18

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

Accepted Answer

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

Question 19

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 a time of environmental turbulence or crisis, the way an organization handles its PR can have a significant impact on its reputation and success. Therefore, it is during these times that an organization's understanding of the power and importance of PR is truly put to the test.

Question 20

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 accusations of corruption and kickbacks caused significant damage to the public image and reputation of Petrobras, resulting in major public relations problems.

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