Question 1

Publicity is similar to advertising in that companies pay the media for placement of stories and news items.

Accepted Answer

A) True 
 B)False

Question 2

According to data published by Advertising Age in 2012,Proctor & Gamble ranks # 2 in worldwide advertisement spending.

Accepted Answer

A) True 
 B)False

Question 3

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 caused ________ for Walmart Corporation in the United States.

Accepted Answer

A)  pricing problems 
B)  distribution problems 
C)  sales promotion problems 
D)  public relations problems 
E)  advertising problems 
A)  pricing problems 
B)  distribution problems 
C)  sales promotion problems 
D)  public relations problems 
E)  advertising problems

Question 4

The significance of tobacco advertising is highlighted by the fact that ________ million people die each year as a direct result of consuming tobacco products.

Accepted Answer

A)  two 
B)  three 
C)  four 
D)  five 
E)  six 
A)  two 
B)  three 
C)  four 
D)  five 
E)  six

Question 5

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

Accepted Answer

A)  not reach the intended recipient. 
B)  reach the intended recipient but is misunderstood. 
C)  reach the intended recipient and is understood, but the recipient may fail to take action. 
D)  get distorted by noise. 
E)  only be in one language. 
A)  not reach the intended recipient. 
B)  reach the intended recipient but is misunderstood. 
C)  reach the intended recipient and is understood, but the recipient may fail to take action. 
D)  get distorted by noise. 
E)  only be in one language.

Question 6

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.

Accepted Answer

A) True 
 B)False

Question 7

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.

Accepted Answer

Communication experts generally agree th

Question 8

The challenge of encoding and decoding slogans and taglines in different national and cultural contexts can lead to unintentional errors.

Accepted Answer

A) True 
 B)False

Question 9

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

Accepted Answer

A) True 
 B)False

Question 10

As companies recognize and embrace new concepts such as the globalization of coffee culture,the potential for effective global advertising:

Accepted Answer

A)  decreases. 
B)  increases. 
C)  remains the same. 
D)  becomes evident. 
E)  is ignored. 
A)  decreases. 
B)  increases. 
C)  remains the same. 
D)  becomes evident. 
E)  is ignored.

Question 11

Which of the following is true about advertising expenditures in Germany and Brazil?

Accepted Answer

A)  Television is the leading medium in both Germany and Brazil. 
B)  Newspapers are the leading medium in both Germany and Brazil. 
C)  Television is the leading medium in Brazil; newspapers are the leading medium in Germany. 
D)  Television is the leading medium in Germany; newspapers are the leading medium in Brazil. 
E)  Magazines are the leading medium in Brazil and Germany. 
A)  Television is the leading medium in both Germany and Brazil. 
B)  Newspapers are the leading medium in both Germany and Brazil. 
C)  Television is the leading medium in Brazil; newspapers are the leading medium in Germany. 
D)  Television is the leading medium in Germany; newspapers are the leading medium in Brazil. 
E)  Magazines are the leading medium in Brazil and Germany.

Question 12

Tobacco companies in Central Europe face the prospect of tougher marketing and advertisement regulations due to:

Accepted Answer

A)  the growing concern about health hazards associated with smoking. 
B)  a dislike of global brands crowding out local brands. 
C)  a desire to return to communist-era policies. 
D)  a desire to comply with EU entry requirements. 
E)  the pressure from neighboring countries. 
A)  the growing concern about health hazards associated with smoking. 
B)  a dislike of global brands crowding out local brands. 
C)  a desire to return to communist-era policies. 
D)  a desire to comply with EU entry requirements. 
E)  the pressure from neighboring countries.

Question 13

The country which has a massive potential for cigarette manufacturers is:

Accepted Answer

A)  Egypt. 
B)  Spain. 
C)  Turkey. 
D)  China. 
E)  Vietnam. 
A)  Egypt. 
B)  Spain. 
C)  Turkey. 
D)  China. 
E)  Vietnam.

Question 14

When the subheads and body copy of an advertisement are localized,not simply translated,is an example of:

Accepted Answer

A)  local advertising. 
B)  global advertising. 
C)  pattern advertising. 
D)  advocacy advertising. 
E)  stereotype advertising. 
A)  local advertising. 
B)  global advertising. 
C)  pattern advertising. 
D)  advocacy advertising. 
E)  stereotype advertising.

Question 15

Many companies utilize corporate advertising which,despite the name,is generally considered part of the PR function.

Accepted Answer

A) True 
 B)False

Question 16

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

Accepted Answer

A)  the creative strategy. 
B)  the advertising appeal. 
C)  the selling proposition. 
D)  the creative execution. 
E)  the big idea. 
A)  the creative strategy. 
B)  the advertising appeal. 
C)  the selling proposition. 
D)  the creative execution. 
E)  the big idea.

Question 17

Landor Associates,a company specializing in brand identity and design,recently determined that ________ has the number one brand-awareness and esteem position in the United States,number two in Japan,and number six in Europe.

Accepted Answer

A)  McDonald's 
B)  Toyota 
C)  Sony 
D)  Pepsi 
E)  Coke 
A)  McDonald's 
B)  Toyota 
C)  Sony 
D)  Pepsi 
E)  Coke

Question 18

Standardized print campaigns can be used for industrial products or for technology-oriented consumer products such as Apple iPhone and iPad.

Accepted Answer

A) True 
 B)False

Question 19

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

Accepted Answer

A)  creative strategy. 
B)  the advertising appeal. 
C)  the selling proposition. 
D)  the creative execution. 
E)  the big idea. 
A)  creative strategy. 
B)  the advertising appeal. 
C)  the selling proposition. 
D)  the creative execution. 
E)  the big idea.

Question 20

One task of the ________ department is to generate nonpaid forms of communication to foster goodwill among customers and others.

Accepted Answer

A)  sales promotion 
B)  global marketing 
C)  headquarters 
D)  public relations 
E)  advertising 
A)  sales promotion 
B)  global marketing 
C)  headquarters 
D)  public relations 
E)  advertising

Publicity is similar to advertising in that companies pay the media for placement of stories and news items.

According to data published by Advertising Age in 2012,Proctor & Gamble ranks # 2 in worldwide advertisement spending.

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 caused ________ for Walmart Corporation in the United States.

The significance of tobacco advertising is highlighted by the fact that ________ million people die each year as a direct result of consuming tobacco products.

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

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.

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.

The challenge of encoding and decoding slogans and taglines in different national and cultural contexts can lead to unintentional errors.

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

As companies recognize and embrace new concepts such as the globalization of coffee culture,the potential for effective global advertising:

Which of the following is true about advertising expenditures in Germany and Brazil?

Tobacco companies in Central Europe face the prospect of tougher marketing and advertisement regulations due to:

The country which has a massive potential for cigarette manufacturers is:

When the subheads and body copy of an advertisement are localized,not simply translated,is an example of:

Many companies utilize corporate advertising which,despite the name,is generally considered part of the PR function.

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

Landor Associates,a company specializing in brand identity and design,recently determined that ________ has the number one brand-awareness and esteem position in the United States,number two in Japan,and number six in Europe.

Standardized print campaigns can be used for industrial products or for technology-oriented consumer products such as Apple iPhone and iPad.

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

One task of the ________ department is to generate nonpaid forms of communication to foster goodwill among customers and others.

Introduction to Global Marketing

The Global Economic Environment

The Global Trade Environment

Social and Cultural Environments

The Political, Legal, and Regulatory Environments

Global Information Systems and Market Research

Segmentation, Targeting, and Positioning

Importing,Exporting,and Sourcing

Global Market Entry Strategies: Licensing, Investment, and Strategic Alliances

Brand and Product Decisions in Global Marketing

Pricing Decisions

Global Marketing Channels and Physical Distribution

Global Marketing Communications Decisions II: Sales Promotion, personal Selling, and Special Forms of Marketing Communication

Global Marketing and the Digital Revolution

Strategic Elements of Competitive Advantage

Leadership, Organization, and Corporate Social Responsibility

Filters

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

Publicity is similar to advertising in that companies pay the media for placement of stories and news items.

According to data published by Advertising Age in 2012,Proctor & Gamble ranks # 2 in worldwide advertisement spending.

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 caused ________ for Walmart Corporation in the United States.

The significance of tobacco advertising is highlighted by the fact that ________ million people die each year as a direct result of consuming tobacco products.

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

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.

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.

The challenge of encoding and decoding slogans and taglines in different national and cultural contexts can lead to unintentional errors.

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

As companies recognize and embrace new concepts such as the globalization of coffee culture,the potential for effective global advertising:

Which of the following is true about advertising expenditures in Germany and Brazil?

Tobacco companies in Central Europe face the prospect of tougher marketing and advertisement regulations due to:

The country which has a massive potential for cigarette manufacturers is:

When the subheads and body copy of an advertisement are localized,not simply translated,is an example of:

Many companies utilize corporate advertising which,despite the name,is generally considered part of the PR function.

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

Landor Associates,a company specializing in brand identity and design,recently determined that ________ has the number one brand-awareness and esteem position in the United States,number two in Japan,and number six in Europe.

Standardized print campaigns can be used for industrial products or for technology-oriented consumer products such as Apple iPhone and iPad.

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

One task of the ________ department is to generate nonpaid forms of communication to foster goodwill among customers and others.

Introduction to Global Marketing

The Global Economic Environment

The Global Trade Environment

Social and Cultural Environments

The Political, Legal, and Regulatory Environments

Global Information Systems and Market Research

Segmentation, Targeting, and Positioning

Importing,Exporting,and Sourcing

Global Market Entry Strategies: Licensing, Investment, and Strategic Alliances

Brand and Product Decisions in Global Marketing

Pricing Decisions

Global Marketing Channels and Physical Distribution

Global Marketing Communications Decisions II: Sales Promotion, personal Selling, and Special Forms of Marketing Communication

Global Marketing and the Digital Revolution

Strategic Elements of Competitive Advantage

Leadership, Organization, and Corporate Social Responsibility

Filters