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

In which country are global marketers likely to encounter the most restrictions on advertising?

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

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.

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

Which company ranks number one in terms of ad spending in Europe (2011)?

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

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

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

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

A company that is ethnocentric in its approach to PR will not extend home-country PR activities into host countries.

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.

In developing countries,such as Ghana,the best way to communicate with market segments may be through:

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.

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.

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

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

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

What issues must be considered in selecting an advertising agency for global advertising?

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

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