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

A recent global campaign for IKEA,the Swedish home furnishings retailer,positioned houses as homes as a place for love,memories,and laughter.This is a classic example of:

Much academic research has been devoted to the impact of culture on advertising.Researcher Tamotsu Kishii identified seven characteristics that distinguish between Japanese and American creative strategy.Briefly describe those characteristics.

Copywriters are specialists who check advertisements to see that they meet copyright regulations in different countries.

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:

Advertising,public relations,and other forms of communication are critical tools in the marketing program and reflect the ________ P of the marketing mix.

Because advertising is often designed to add ________ value to product or brand,it plays a more important communications role in marketing consumer products than in marketing industrial products.

A German agency devised McDonald's "I'm lovin' it" tagline.

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:

How do the public relations differ around the world? Explain giving examples to show the importance of public relations for a global company.

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

Fires and collapsed buildings at garment factories in Bangladesh revived concerns about the global supply chain and the human cost of low-priced goods.This created negative publicity for Walmart.

In China,McDonald's is careful not to advertise prices with multiple occurrences of the number four since,in Cantonese,the pronunciation of the word four sounds similar to that of the word death.

________ is the phrase global marketers use to describe ads with common design elements into which localized elements are inserted for individual country markets.

Recently,global companies have embraced a technique known as "pattern advertising" which is analogous to the concept of global product platforms.

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.

In China,a humorous TV ad showing a student humiliating a teacher in the classroom would be an effective execution for a soft drink brand.

Fires caused by faulty lithium-ion batteries on the new 787 Dreamliner resulted in all aircraft being grounded until the problem could be resolved.This is an example of negative publicity affecting global marketers.

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

According to data published by Advertising Age (2012),which of the following is the largest global advertising organization based on worldwide revenues?

In advertising,a(n)________ is an agent who chooses graphics,pictures,type styles,and other visual elements and has general responsibility for the overall look of an advertisement.