Question 1

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 as it sounds similar to the word for death. As a result, many businesses in China avoid using the number four in their branding or marketing. McDonald's is one such example, as they do not use prices with multiple occurrences of the number four in their advertising.

Question 2

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

This statement is true as cultural and language differences can make it difficult for Western advertising agencies to penetrate markets in Asia, while Asian agencies may also find it difficult to navigate the complex Western markets.

Question 3

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

Accepted Answer

False

Question 4

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

Accepted Answer

In Japan, intimate scenes between men and women are often portrayed very subtly and are not shown explicitly in public media. In Saudi Arabia, advertisements featuring any kind of intimacy between men and women are prohibited.

Question 5

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

Accepted Answer

The answer of According to the worldwide revenue figures for...

Question 6

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

This would not be an effective execution for a soft drink brand in China or any other culture. Humiliating a teacher or any authority figure would not be seen as a positive or acceptable message to promote a product. It could also lead to backlash from the public and damage the brand's reputation.

Question 7

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 8

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 9

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

A campaign with "legs" refers to one that has the ability to be extended and continued with new and fresh executions, leading to heightened memorability and effectiveness.

Question 10

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

Accepted Answer

Food is often highly tied to cultural identity and can vary significantly between different cultures. For example, certain foods may be considered taboo or offensive in one culture but highly valued in another. This requires sensitivity and understanding in how food is presented or marketed to different cultural groups.

Question 11

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

Accepted Answer

This statement is true as pattern advertising is a strategy that involves using standardized advertising messages globally, similar to the way global product platforms standardize products for different markets.

Question 12

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 company should use the same advertising message that has been successful in their home market (extension), or whether they should modify their advertising message to fit the cultural and linguistic nuances of the new market (adaptation). This debate is often framed as a question of whether to standardize or localize advertising.

Question 13

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

Accepted Answer

The German agency Heye & Partner created the "I'm lovin' it" tagline for McDonald's in 2003.

Question 14

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

Accepted Answer

Creative execution refers to how a product's message or proposition is presented to the target audience. It includes the design, language, tone, and other elements of advertising or marketing communication.

Question 15

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 both industrial products and technology-oriented consumer products such as Apple iPhone and iPad.

Question 16

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 in order to be effective and relevant. This becomes even more crucial in the context of global advertising, where cultural differences and nuances can impact the way consumers respond to advertising messages. Understanding the target audience's values, beliefs, and needs is essential for creating advertising that resonates with them and generates positive results.

Question 17

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 local market knowledge and adaptability, and may therefore choose to work with local or regional agencies that have a better understanding of their customers and market dynamics. However, this does not necessarily mean that they will not also work with global agencies for certain initiatives or campaigns.

Question 18

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

Accepted Answer

Copywriters are responsible for creating written content for advertisements and marketing materials, not for checking copyright regulations in different countries. Copyright specialists or lawyers may be consulted for this purpose.

Question 19

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

Accepted Answer

Slogans and taglines often rely heavily on cultural references, wordplay, and idiomatic expressions, which may not translate accurately in different languages or cultures. This can lead to unintentional errors, misunderstandings and even offense. Therefore, it is important to carefully consider these factors during the localization process.

Question 20

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

Accepted Answer

Latin America and Europe tend to have more relaxed attitudes towards nudity and same-sex relationships in advertising compared to other regions.

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