Exam 13: Communicating With the World Consumer

One framework that helps with studying the influence of culture on global advertising is the cultural classification scheme developed by Geert Hofstede. The value system construct that refers to the degree of inequality that is seen as acceptable within the country is called ________________.

In the competitive parity rule,advertisers do not use competitors' advertising spending as a benchmark.

In the ________________ approach,every country subsidiary follows its own course developing its own ads based on what it thinks works best in its market.

With prototype standardization,____________________ spell out guidelines on the positioning theme.

Another term to describe the portfolio of media choices (and variations within those choices)is called:

Shift from TV and print to radio advertising is becoming a big reality.

In an advertising message,the original slogan was "When I used this shirt,I felt good." The translation in a foreign market was "Until I used this shirt,I felt good." This would be an example of which of the following types of translation errors?

Idioms that use slang from one country to another may inadvertently lead to embarrassing meanings in the host country.

Language is not a major barrier in international advertising.

All of the following can be characterized as being significant trends or developments in the international media landscape EXCEPT:

With respect to budget forms for advertising,the _______________ method simply sets the overall advertising budget based on either past or expected sales revenue.

Language barriers can occur through translation problems.The most common of these translation difficulties are due to ____________________ ,multiple-meaning words,and idioms.

With respect to budget forms that can be used in advertising,the _____________ method uses competition's spending as a benchmark and provides the measure of the optimal spending amount.

_________________ refer(s)to a collection of short-term incentive tools that lead to quicker and/or larger sales of a particular product by consumers or the trade.

There are a variety of formats for creating international advertising.With _________ advertising,the creative strategy is highly centralized.Universal copy is developed For all markets.

If promotional dollars are aimed at the trade or distributor,then the strategy is described as being a ______________ strategy.

Research from an advertising agency survey indicates that the number one reason for standardizing multinational advertising was to:

With prototype standardization,headquarters spell out guidelines on the positioning themes and brand identity.

"Not-Invented-Here" (NIH)syndrome does not come from local subsidiaries.

All of the following are risks associated with event sponsorship EXCEPT: