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

One of the issues facing advertisers is which medium or media to use when communicating with global target markets.Discuss how these media differ from country to country,giving examples.

________ is the top advertiser in China with 25 percent of the company's measured media spending budgeted for the Asia-Pacific region.

Much academic research has been devoted to the impact of culture on advertising.Researcher Tamotsu Kishii identified seven characteristics that distinguish between Japanese and American creative strategy.Briefly describe those characteristics.

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

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

Image advertising is used by global companies to present themselves as famous corporate citizens in foreign countries.

Pinterest began selling ads in 2015.In 2017,as part of an effort to differentiate the company from Facebook,Google,Instagram,Snapchat,and Twitter,Silbermann's team launched its first print brand campaign.

In southern China,McDonald's is careful not to advertise prices with multiple occurrences of the number 4 because:

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

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.

A global company that has the ability to successfully transform a domestic campaign into a worldwide one or to create a new global campaign from the ground up possesses a critical marketing advantage.Explain this statement in light of the global advertising.

According to data published by Advertising Age in 2016,Proctor & Gamble ranks #2 in worldwide advertisement spending.

China's ongoing trade-related friction with the United States highlights the need for:

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.

Considering the fact that the "message" is at the heart of advertising,discuss how creative strategy and different types of appeals can be created in global advertising.

Ads based on a(n)________ appeal depend on logic and speak to the audience's intellect.

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

A company's efforts to effectively communicate with customers is very important.All of the following are major difficulties which can compromise an organization's attempt to communicate with customers except:

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:

According to the worldwide revenue figures for 2016,Omnicom Group is the world's largest advertising organization.