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

According to the worldwide revenue figures for 2012,Omnicom Group is the world's largest advertising organization.

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

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

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:

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

The words that are the spoken or written communication elements in advertisements are known as:

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

Standardized print campaigns can be used in all of the following except:

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.

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

Advocacy advertising enhances the public's perception of a company,creates goodwill,or announces a major change.

What do Ford Motor Company,Coca-Cola,Nike,and McDonald's all have in common?

In Southern China,McDonald's is careful not to advertise prices with multiple occurrences of the number four because:

The elements of the promotion mix are advertising,public relations,personal selling,process,and sales promotion.

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.

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

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

Ads based on a rational appeal depend on logic and speak to the audience's intellect.

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

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