Question 1

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 2

Copywriters are specialists who check advertisements to see that they meet copyright regulations in different countries.

Accepted Answer

Copywriters are specialists who are responsible for creating written content for advertisements, websites, and other marketing materials. While they may work closely with legal teams to ensure that their copy does not violate any copyright laws, it is not their primary role to check that advertisements meet copyright regulations in different countries. This is typically the responsibility of legal and compliance teams.

Question 3

The challenge of encoding and decoding slogans and taglines in different national and cultural contexts can lead to unintentional errors.

Accepted Answer

This is true because certain words or phrases may have a different meaning or connotation in different cultural or linguistic contexts, leading to misunderstandings or unintended interpretations. It is important to take into account local customs, beliefs, and values when translating marketing slogans and taglines.

Question 4

The elements of the promotion mix are advertising,public relations,personal selling,process,and sales promotion.

Accepted Answer

The elements of the promotion mix are advertising, public relations, personal selling, direct marketing, and sales promotion. "Process" is not considered a part of the promotion mix.

Question 5

When creating global advertising,it is important to remember that the "advertising appeal" should be based on the agency's understanding of the target audience's buying motives.

Accepted Answer

The advertising appeal should always be based on the target audience's buying motives, regardless of whether the advertising is global or local. Understanding the audience's motivations is crucial for creating effective and persuasive advertising that resonates with its intended audience.

Question 6

Some of the world's most memorable advertising campaigns originate from "big" ideas with an unlimited number of new executions.Such a campaign is said to have "legs."

Accepted Answer

This statement is true. A campaign with "legs" means that the initial idea is strong and flexible enough to generate multiple variations and executions over time, keeping the campaign fresh and relevant. Some examples of such campaigns include Apple's "Think Different" and Nike's "Just Do It."

Question 7

In China,McDonald's is careful not to advertise prices with multiple occurrences of the number four since,in Cantonese,the pronunciation of the word four sounds similar to that of the word death.

Accepted Answer

This is true. In Chinese culture, the number four is considered unlucky because of the similarity of its pronunciation to the word for death. Therefore, McDonald's and other businesses in China may avoid using the number four in their pricing or advertising.

Question 8

The way a product's appeal or proposition is presented is called the "creative execution."

Accepted Answer

The creative execution refers to the way a product is advertised or presented to appeal to its target audience. It involves the use of various creative elements such as visuals, copy, design, and media to communicate the product's features, benefits, and unique selling proposition.

Question 9

Food is the product category most likely to elicit cultural sensitivity.

Accepted Answer

Food is deeply connected to cultural identity and can be a source of pride and tradition for many communities. Therefore, it is important to approach the topic of food with cultural sensitivity and respect for diverse traditions and practices.

Question 10

Standardized print campaigns can be used for industrial products or for technology-oriented consumer products such as Apple iPhone and iPad.

Accepted Answer

Standardized print campaigns can be used for a variety of products, including industrial and technology-oriented consumer products like the Apple iPhone and iPad.

Question 11

The "extension versus adaptation" debate is essentially a debate over "standardized versus localized" advertising.

Accepted Answer

The debate over extension versus adaptation in advertising refers to whether a standardized global advertising campaign should be used or whether the message should be adapted to fit local cultural norms and values. Therefore, it can be seen as a debate between standardized and localized advertising.

Question 12

Recently,global companies have embraced a technique known as "pattern advertising" which is analogous to the concept of global product platforms.

Accepted Answer

Pattern advertising refers to the application of a single advertisement or campaign across multiple countries or regions with slight modifications to fit local cultures or languages. This approach is similar to that of global product platforms, where companies develop a standard product or technology that can be customized and sold in different markets around the world. Therefore, the statement is true.

Question 13

Despite an unmistakable trend toward using global advertising agencies to support global marketing efforts,companies with geocentric orientations will adapt to the global market requirements and select the best agency or agencies accordingly.

Accepted Answer

Companies with geocentric orientations prioritize the local market and will choose the best agency or agencies for each specific region, rather than relying solely on a global agency. Therefore, they will adapt to the global market requirements and select agencies accordingly.

Question 14

Western advertising agencies still find markets such as China and Japan to be very complex,as Asian agencies find it just as difficult to establish local agency presence in Western markets.

Accepted Answer

Both Western advertising agencies and Asian agencies find it complex to establish a strong presence in each other's markets due to cultural and business differences.

Question 15

According to the worldwide revenue figures for 2012,Omnicom Group is the world's largest advertising organization.

Accepted Answer

In 2012, WPP Group was the world's largest advertising organization by revenue, not Omnicom Group.

Question 16

In China,a humorous TV ad showing a student humiliating a teacher in the classroom would be an effective execution for a soft drink brand.

Accepted Answer

In China, showing a student humiliating a teacher in a TV ad would not be considered an effective execution for any brand. It goes against the cultural norms and values of respecting authority figures, particularly teachers. Such an ad could face backlash and criticism from the public.

Question 17

According to data published by Advertising Age in 2012,Proctor & Gamble ranks # 2 in worldwide advertisement spending.

Accepted Answer

The answer of According to data published by Advertising Age...

Question 18

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

Accepted Answer

Partial nudity and same-sex couples are more commonly seen in advertisements in Latin America and Europe compared to other regions of the world. However, this can vary depending on the specific country and cultural norms.

Question 19

A German agency devised McDonald's "I'm lovin' it" tagline.

Accepted Answer

McDonald's hired a German advertising agency called Heye & Partner to create the "I'm lovin' it" tagline. It first appeared in a McDonald's TV commercial in Germany in 2003 before being rolled out across the world.

Question 20

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

Accepted Answer

In Japan, there is a cultural tendency towards modesty and subtlety in public displays of affection, intimacy, and sexuality, and overtly sexual content is often considered inappropriate or insensitive. Meanwhile, in Saudi Arabia, the state follows strict Islamic law that prohibits any form of public display of affection or sexuality, and advertisements that contain images or messages that are deemed inappropriate or offensive are banned. Therefore, it is true that intimate scenes between men and women are considered bad taste in Japan, and such ads are outlawed in Saudi Arabia.

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