Question 1

According to data published by Advertising Age (2012),which of the following is the largest global advertising organization based on worldwide revenues?

Accepted Answer

According to the data published by Advertising Age (2012), WPP Group is the largest global advertising organization based on worldwide revenues.

Question 2

In many parts of the world,McDonald's utilizes TV advertising that shows parents interacting with their happy children.Such advertising utilizes:

Accepted Answer

The advertising utilizes emotional appeals by showcasing happy children and their parents, which is likely intended to evoke positive emotions in viewers and create a desire to visit McDonald's with their own families.

Question 3

Some of the world's most memorable advertising campaigns have achieved success because they originate from an idea that is so big that the campaign offers opportunities for a seemingly unlimited number of new executions.Such a campaign is said to have:

Accepted Answer

The term "legs" is commonly used in the advertising industry to refer to the longevity and endurance of an advertising campaign. A campaign with "legs" is one that has the potential to continue for a long time with new and innovative executions. This term is fitting for campaigns that originate from a big idea that can be adapted and expanded upon.

Question 4

According to data published by Advertising Age (2012),which of the following is the largest global advertising agency network based on worldwide revenues?

Accepted Answer

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

Question 5

A recent global campaign for IKEA,the Swedish home furnishings retailer,positioned houses as homes as a place for love,memories,and laughter.This is a classic example of:

Accepted Answer

The campaign is using emotions to sell IKEA's products by positioning houses as homes where love, memories, and laughter can be shared. This is an emotional appeal as it is meant to connect with the consumers' feelings and emotions.

Question 6

In advertising,a(n)________ is an agent who chooses graphics,pictures,type styles,and other visual elements and has general responsibility for the overall look of an advertisement.

Accepted Answer

The art director is the professional responsible for choosing the visual elements of an ad, such as graphics, layout, and typography, and for ensuring the overall aesthetic quality of the final product. This role is distinct from that of the copywriter, who focuses on the text of the ad, and the IMC manager and PR practitioner, who are responsible for broader marketing and communications strategy. A stylist may be involved in certain types of advertising, but this role is focused primarily on fashion and appearance, rather than overall ad design.

Question 7

The country which has a massive potential for cigarette manufacturers is:

Accepted Answer

China has the largest population in the world and a high smoking rate, making it a potentially huge market for cigarette manufacturers. Additionally, the Chinese government has historically supported the country's tobacco industry, making it a favorable environment for such companies.

Question 8

Standardized print campaigns can be used in all of the following except:

Accepted Answer

Standardized print campaigns should not use stereotype advertising, as it can be offensive and insensitive to certain groups of people. The other options listed (visual appeal, industrial products, high-tech consumer products, and voiceovers TV commercials) can all benefit from standardized print campaigns.

Question 9

Ads that tickle the funny bone of the intended audience and evoke response that will direct purchase behavior are based on:

Accepted Answer

Ads that use humor to evoke emotional appeal are more likely to create a positive association with the brand, resulting in direct purchase behavior. Rational appeals are based on logic and reason, which may not always lead to immediate purchase behavior. SRC appeals (self-reference criterion) refer to using the marketer's own culture and beliefs to promote a product, which may not resonate with the audience. Melodramatic appeals tend to be exaggerated and may not be taken seriously by the audience. Localized appeals are focused on specific regions or cultures, which may not be relevant to the wider audience.

Question 10

Tobacco companies in Central Europe face the prospect of tougher marketing and advertisement regulations due to:

Accepted Answer

Central European countries are required to comply with EU regulations to become members or maintain membership. As a result, tobacco companies in these countries may face stricter marketing and advertisement regulations due to EU entry requirements.

Question 11

The significance of tobacco advertising is highlighted by the fact that ________ million people die each year as a direct result of consuming tobacco products.

Accepted Answer

According to the World Health Organization (WHO), approximately five million people die each year due to tobacco-related illnesses. This highlights the significance of tobacco advertising as it contributes to the promotion and normalization of a product that has such devastating health consequences.

Question 12

The advertising promise that captures the reason that people buy products is known as:

Accepted Answer

The selling proposition is the advertising promise that captures the reason why people buy products. The other options refer to different elements of the advertising process such as the creative strategy, the advertising appeal, the creative execution, and the big idea.

Question 13

The kind of brand awareness a company wants to project is identified by:

Accepted Answer

The kind of brand awareness a company wants to project is identified by buyer perception, as it is important to understand how the target audience views and perceives the brand in order to create a successful marketing strategy. Area coverage, company organization, national responsiveness, and in-house marketing may all have an impact on brand awareness, but they are not the primary identifying factors.

Question 14

Competitive advertising may impair the effectiveness of the message due to the fact that it may:

Accepted Answer

The answer of Competitive advertising may impair the effectiveness of...

Question 15

Japanese companies are less inclined to use this approach for selecting advertising agencies:

Accepted Answer

Japanese companies are less inclined to designate global agencies for selecting advertising agencies, as they often prefer local agencies or in-house solutions that better understand the domestic market and cultural nuances.

Question 16

In selecting an advertising agency,all but one of the following issues should be taken into consideration:

Accepted Answer

Franchise or company owned status is not typically a relevant factor when selecting an advertising agency, as it does not directly impact the agency's ability to deliver effective advertising services.

Question 17

The choice between demonstration,slice-of-life,straight sell,and other advertising forms is a matter of:

Accepted Answer

The choice between different advertising forms like demonstration, slice-of-life, and straight sell is related to the creative execution, which is how the message is presented to the audience.

Question 18

________ is the phrase global marketers use to describe ads with common design elements into which localized elements are inserted for individual country markets.

Accepted Answer

The answer of ________ is the phrase global marketers use...

Question 19

In the language of global marketing,________ is the phrase used to describe advertising that represents a middle ground between 100% standardization and 100% localization.

Accepted Answer

The answer of In the language of global marketing,________ is...

Question 20

When the subheads and body copy of an advertisement are localized,not simply translated,is an example of:

Accepted Answer

Pattern advertising involves creating a basic template for an advertisement that can be adapted to local markets, allowing for localization of elements like subheads and body copy.

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

According to data published by Advertising Age (2012) ,which of the following is the largest global advertising organization based on worldwide revenues?