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

Most of the agency brands identified among the network agencies are full-service agencies involved in creating advertising as well as other services, such as market research, media buying, and direct marketing.

In the language of global marketing, ________ is the phrase used to describe advertising that represents a middle ground between 100% standardization and 100% localization.

The kind of brand awareness a company wants to project is identified by:

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.

Food is a product category most likely to exhibit cultural sensitivity. Using Heinz ketchup as an example, discuss how the company has used its advertising taking into account cultural sensitivities in different parts of the world.

In developing countries, such as Ghana, the best way to communicate with market segments may be through:

Which of the following most accurately describes the state of global public relations (PR)today?

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

In which country are global marketers likely to encounter the most restrictions on advertising?

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

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.

Arabic ads contain more price information, and are more likely to include comparative appeals than U.S. ads.

Which company ranked number one in terms of ad spending in Europe in 2013?

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.

There is an ongoing debate between "standardization" versus "adaptation" pertaining to global advertising. Explain how different sides of the arguments fit into the global context.

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.

U.S. advertisements contain more ________ information, and are more likely to include comparative appeals than Arabic ads.

Generally speaking, a company has little control over media. To compensate for this lack of control, many companies utilize:

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

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