Question 1

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

An art director is responsible for selecting the visual elements of an advertisement, including graphics, pictures, and type styles. They have a crucial role in determining the overall look and feel of the ad.

Question 2

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

Accepted Answer

The answer of In selecting an advertising agency,all but one...

Question 3

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 4

________ 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 5

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

Accepted Answer

The desire to comply with EU entry requirements would likely include adherence to stricter regulations on marketing and advertising tobacco products.

Question 6

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's focus on the emotional aspects of homes, such as love, memories, and laughter, is an emotional appeal.

Question 7

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

Accepted Answer

The answer of The choice between demonstration,slice-of-life,straight sell,and other advertising...

Question 8

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

Accepted Answer

The answer of Japanese companies are less inclined to use...

Question 9

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 10

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 that shows parents interacting with their happy children utilizes emotional appeals by appealing to the viewer's desire for the happiness of their own family.

Question 11

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 are based on emotional appeals, as they aim to evoke positive emotions like happiness and amusement in the audience. These emotional responses can then lead to a stronger connection with the brand and an increased likelihood of purchase behavior.

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 people buy products. The creative strategy refers to the overall approach used to achieve advertising objectives, the advertising appeal refers to the emotional or rational appeal used in advertising, the creative execution refers to how the message is visually and verbally presented, and the big idea refers to the overarching concept or theme of an advertising campaign.

Question 13

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 Advertising Age's 2012 data, the WPP Group is the largest global advertising organization based on worldwide revenues with $16.5 billion in revenue. Interpublic Group, Omnicom Group, Dentsu Inc., and Havas all had lower revenue numbers, making WPP Group the best choice.

Question 14

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. It is important for a company to understand how its target audience perceives their brand and what kind of image they want to project to build a strong brand reputation.

Question 15

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

Accepted Answer

The answer of When the subheads and body copy of...

Question 16

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 17

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

Accepted Answer

China has a massive population and a significant number of smokers, making it a potential market for cigarette manufacturers. The Chinese government also has a relatively low tax on cigarettes, making them more affordable and in demand. Additionally, China is the largest producer and consumer of tobacco in the world.

Question 18

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 often used in advertising to refer to the longevity and potential growth of a campaign. A campaign with "legs" can continue to be successful and generate new ideas for execution over a long period of time.

Question 19

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 20

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

Accepted Answer

Competitive advertising can create noise in the communication process, which can distort the message and impair its effectiveness. This can happen when the competitor's message interferes with or overshadows the advertiser's message, leading to confusion or misunderstanding by the intended recipient.

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

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.