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

A global company that has the ability to successfully transform a domestic campaign into a worldwide one or to create a new global campaign from the ground up possesses a critical marketing advantage.Explain this statement in light of the global advertising.

Because of its size and presence in more than 200 countries,the Coca-Cola Company is often the target of anti-globalization protests.Giving examples,show how negative publicity affects global marketers.

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

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.

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:

The way a product's appeal or proposition is presented is called the "creative execution."

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.

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.

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:

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

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

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

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

One of the issues facing advertisers is which medium or media to use when communicating with global target markets.Discuss how these media differ from country to country,giving examples.

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

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.

In selecting an advertising agency,all but one of the following issues should be taken into consideration:

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

Companies use corporate advertising;image advertising,and advocacy advertising from time to time.How are these advertising methods used and what are are the circumstances under which they are used?

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