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

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:

The United States and ________ are the two top-ranked countries in terms of ad spending across all measured media in 2012.

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

When creating global advertising,it is important to remember that the "advertising appeal" should be based on the agency's understanding of the target audience's buying motives.

The words that are the spoken or written communication elements in advertisements are known as:

Partial nudity and same-sex couples are frequently seen in ads in Latin America and Europe.

In Southern China,McDonald's is careful not to advertise prices with multiple occurrences of the number four because:

China's ongoing trade-related friction with the United States highlights the need for:

Advocacy advertising enhances the public's perception of a company,creates goodwill,or announces a major change.

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.

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:

The kind of brand awareness a company wants to project is identified by:

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

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

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

Some of the world's most memorable advertising campaigns originate from "big" ideas with an unlimited number of new executions.Such a campaign is said to have "legs."

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

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

Considering the fact that the "message" is at the heart of advertising,discuss how creative strategy and different types of appeals can be created in global advertising.

Food is the product category most likely to elicit cultural sensitivity.