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

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:

When photographing a couple entering a restaurant or theater, women should be shown preceding the man in Germany and France.

In many parts of the world, McDonald's utilizes TV advertising that shows parents interacting with their happy children. Such advertising utilizes:

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

In Japan, intimate scenes between men and women are in bad taste, and in Saudi Arabia, such ads are outlawed.

Ads in a European print campaign for Boeing shared basic design elements, but the copy and the visual elements were localized on a country-by-country basis. This is an example of pattern advertising.

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.

________ leads the world in terms of watching the most television; daily viewership is 5 hours, 39 minutes each day, followed by Macedonia with 5:19; the United States is third with 5:04.

In December 2012, Australia implemented some of the world's most stringent antismoking regulations which included a ban on brand logos and prominent placement of graphic photographic images of smoking-related illnesses and disfigurement on cigarette packs.

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:

What do Unilever and Procter & Gamble have in common?

What issues must be considered in selecting an advertising agency for global advertising?

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

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

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

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

Because of its size and presence in more than 200 countries, the Coca-Cola Company is often the target of anti-globalization protests. Giving examples, show how negative publicity affects global marketers.

When creating global advertising, it is important to remember that the "advertising appeal" should be based on the agency's understanding of the target audience's buying motives.

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:

By producing its ads in France, Revlon obtains effective television commercials at a much higher cost than it would pay for commercials produced in the United States.