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

A company that is ________ in its approach to public relations (PR)will extend home-country activities into host countries.

How do the public relations differ around the world? Explain giving examples to show the importance of public relations for a global company.

Which company ranks number one in terms of worldwide ad spending for 2016?

A ________ company possesses a critical marketing advantage with respect to marketing communications.

Japan's Fuji Photo Film asked its advertising agency to develop an advocacy campaign for the United States targeted to appeal both to Walmart and to its customers.This is an example of:

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

In China,McDonald's is careful not to advertise prices with multiple occurrences of the number 4 since,in Cantonese,the pronunciation of the word "four" sounds similar to that of the word "death."

What do Unilever and Procter & Gamble have in common?

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

Why is the "big idea" easier to illustrate than define? Explain the importance of big ideas in advertising strategy.

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

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.

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

Benetton's striking print and outdoor advantage campaigns keyed to the "United Colors of Benetton" generated both controversy and widespread media attention.

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

One task of the ________ department is to generate nonpaid forms of communication to foster goodwill among customers and others.

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:

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

McDonald's global marketing chief staged a competition that included agencies from all over the world.The "I'm lovin' it" tagline was devised by a(n)________ agency.

A company adopting a(n)________ approach to worldwide PR activities gives the host-country practitioner maximum leeway to incorporate local customs and practices into the PR effort.