Exam 14: International Publicity, Public Relations, and Sales Promotion Strategies

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The Phillip Morris ad that wished Chinese consumers a "happy new year from the Phillip Morris companies" is an example of ____________________ advertising.

Free

(Short Answer)

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Question 1

Correct Answer:

Verified

Corporate

Explain the difference between corporate, image and advocacy advertising.

Free

(Essay)

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Question 2

Correct Answer:

Verified

Corporate advertising is used to promote the company behind the different brands. Image advertising is used to enhance perceptions of a company in a given market. Advocacy advertising is used by companies to stress a particular point of view.

In France, McDonald's is viewed as a symbol of French pride and the entrepreneurial spirit.

Free

(True/False)

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(80)

Question 3

Correct Answer:

Verified

False

Documenta is an international trade show for publishers that occurs biannually.

(True/False)

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Question 4

Image advertising is used to enhance perceptions of a company in a given market.

(True/False)

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(85)

Question 5

How did Procter & Gamble first introduce Bounty to Dutch consumers?

(Multiple Choice)

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(68)

Question 6

Because point-of-purchase displays don't rely on words, they do not need adaptation across markets.

(True/False)

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(86)

Question 7

Usually, the U.S. government shares the cost of trade shows abroad in which U.S. firms participate.

(True/False)

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(84)

Question 8

How did Coke promote Coke Light to consumers in the Netherlands?

(Multiple Choice)

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(73)

Question 9

Which statement regarding event sponsorship is true?

(Multiple Choice)

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(78)

Question 10

Corporate advertising is used to enhance perceptions of a company in a given market.

(True/False)

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(83)

Question 11

The European Union has created an environment in which sales promotions can be standardized in continental Europe and the United Kingdom.

(True/False)

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(76)

Question 12

When McDonald's created an advertising campaign that both made fun of Americans and stressed the fact that McDonald's avoid using genetically modified ingredients, what type of advertising was it conducting?

(Multiple Choice)

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Question 13

Which of the following is an advantage of trade shows and exhibitions?

(Multiple Choice)

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Question 14

Among examples of ____________________ sales promotion are point-of-purchase displays, free samples to initiate product trail, sweepstakes and contests.

(Short Answer)

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(81)

Question 15

_________________________ law requires rules for all promotions to be printed in both English and Spanish, and both versions should be printed in general circulation newspaper at least once a week for the duration of the campaign.

(Short Answer)

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(90)

Question 16

Sponsorship is decreasing in popularity as an international marketing communication vehicle.

(True/False)

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(86)

Question 17

For U.S. industrial firms _________________________ account for one-fifth of the overall communication budget.

(Short Answer)

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(86)

Question 18

For European industrial firms, trade shows and exhibitions account for one-fifth of the overall communication budget.

(True/False)

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(71)

Question 19

In which country are "buy one, get one free" offers illegal?

(Multiple Choice)

4.9/5

(94)

Question 20

Showing 1 - 20 of 110

The Phillip Morris ad that wished Chinese consumers a "happy new year from the Phillip Morris companies" is an example of ____________________ advertising.

Explain the difference between corporate, image and advocacy advertising.

In France, McDonald's is viewed as a symbol of French pride and the entrepreneurial spirit.

Documenta is an international trade show for publishers that occurs biannually.

Image advertising is used to enhance perceptions of a company in a given market.

How did Procter & Gamble first introduce Bounty to Dutch consumers?

Because point-of-purchase displays don't rely on words, they do not need adaptation across markets.

Usually, the U.S. government shares the cost of trade shows abroad in which U.S. firms participate.

How did Coke promote Coke Light to consumers in the Netherlands?

Which statement regarding event sponsorship is true?

Corporate advertising is used to enhance perceptions of a company in a given market.

The European Union has created an environment in which sales promotions can be standardized in continental Europe and the United Kingdom.

When McDonald's created an advertising campaign that both made fun of Americans and stressed the fact that McDonald's avoid using genetically modified ingredients, what type of advertising was it conducting?

Which of the following is an advantage of trade shows and exhibitions?

Among examples of ____________________ sales promotion are point-of-purchase displays, free samples to initiate product trail, sweepstakes and contests.

_________________________ law requires rules for all promotions to be printed in both English and Spanish, and both versions should be printed in general circulation newspaper at least once a week for the duration of the campaign.

Sponsorship is decreasing in popularity as an international marketing communication vehicle.

For U.S. industrial firms _________________________ account for one-fifth of the overall communication budget.

For European industrial firms, trade shows and exhibitions account for one-fifth of the overall communication budget.

In which country are "buy one, get one free" offers illegal?

Scope, Concepts, and Drivers of International Marketing

An Overview of the International Marketing Environment

International Trade: Institutional Barriers and Facilitators

Regional Economic and Political Integration

Cultural Influences on International Marketing

International Marketing Research: Practices and Challenges

International Strategic Planning

Expansion Strategies and Entry Mode Selection

Products and Services: Branding Decisions in International Markets

International Product and Service Strategies

Managing International Distribution Operations and Logistics

International Retailing

The International Promotional Mix and Advertising Strategies

International Personal Selling and Personnel Management

International Pricing Strategy

Organizing and Controlling International Marketing Operations and Perspectives for the Future

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