Exam 7: The International Market Environment for Brand Promotion

Scenario 7-3 Biba is a French magazine whose audience comprises mainly women readers. In addition, it enjoys a fairly sizable international distribution. On occasion, the magazine runs advertisements from the French equivalent of the Department of Public Health. In one such ad, the visual consists of the corner of an earth-tone beach towel with sand around it. Lying on the towel is a pair of women's sunglasses, a book, a rock, and a condom in a foil wrapper. The headline reads in French, "Protection maximale." -(Scenario 7-3) The scene in this ad most likely shares a similar interpretation by people in France. Holidays at the beach are common, so French readers can readily interpret the elements in the visual. However, if a woman in another culture has no experience with vacations on the beach and sees this ad, the visual may be unintelligible. This underscores the importance of the understanding of ____ by global advertisers.

One of the most culturally bounded approaches to advertising involves

Burger King advertisements in the United States and Singapore show only a picture of a fresh and delicious-looking Whopper. This is because the of role of ____ in cross-cultural communication.

The term localized campaign refers to

Scenario 7-6 Recently, an American business traveler visited a Burger King restaurant in downtown Singapore. As the customer viewed the menu board while standing in line, she noted that the menu was almost identical to that found in Burger Kind outlets in the United States. When she stepped up to place her order, she said, "I would like a Whopper; hold the mayonnaise." The man serving her at the counter, seeing that she was not a local citizen, smiled and said, "This is not the States, you can't 'have it your way.'" As a result, if she wanted to order a Whopper, she had to accept it with all of the standard condiments already applied. -(Scenario 7-6) After the server informed the customer that all sandwiches were prepared and served the same, she made the comment, "Why don't you guys do it our way and give the people a choice?" This indicates that the customer has a(n) ____ view of how business should be conducted in this market.

Which of the following has not had a regulatory limitation placed on it in an international market?

Less-developed countries depend on consumer products to heighten their standard of living.

Scenario 7-3 Biba is a French magazine whose audience comprises mainly women readers. In addition, it enjoys a fairly sizable international distribution. On occasion, the magazine runs advertisements from the French equivalent of the Department of Public Health. In one such ad, the visual consists of the corner of an earth-tone beach towel with sand around it. Lying on the towel is a pair of women's sunglasses, a book, a rock, and a condom in a foil wrapper. The headline reads in French, "Protection maximale." -(Scenario 7-3) The advertisement described would be considered mildly offensive in one culture because, while condom use in general is considered acceptable within the culture, it's considered improper for the woman to provide the condom. This information has the best chance of being revealed through cross-cultural research into

A company that manufactures designer plumbing fixtures is in the process of advertising its product internationally. However, company management has expressed frustration over poor communication with agencies and a lack of cohesive creative work. Most likely, the company is working with

Given the development phase their country is in and their demonstrated interest in western products like fast food, consumers in Singapore are likely to also be experiencing

There are numerous commercial research firms that can provide advertising relevant data on how consumers around the world

Which of the following is true of rituals? They

Describe the various pressures that drive the costs of a global marketing effort upward when one is faced with buying media.

When planning international advertising, managers must be careful to avoid reference to one's own cultural values or experiences known as ____.

Analyzing international audiences is easy. Researchers have only to evaluate economic conditions, demographics, and product usage.

In today's advertising environment, conditions for globalized campaigns have become ____.

Ethnocentrism is the term used to describe each individual's tendency to view and value things from the perspective of one's own cultures.

Scenario 7-5 Ash Chemical produces food additives and flavorings in the United States that are used by food processing companies and consumers throughout the world. Ash's products are sold under a variety of brand names based on whether the product is sold to business or consumer users. Demand differences in local markets are attributed to differences in culture, values, tastes, and preferences of end users. As a result, Ash spends a great deal of time conducting market research in dozens of different locales at any given time. Recently, Ash Chemical has devoted significant marketing effort toward Country X and Country Y. -(Scenario 7-5) Country X is part of a market where 75% of the world lives. Which of the following types of country is Country X?

There is a widely held belief that words are less culturally bound than are pictures.

Make an argument for the use of a globalized campaign as opposed to a localized campaign. Then summarize the opposing argument.