Question 1

Celebrity endorsements are not well received in China.

Accepted Answer

A) True 
 B)False  False

Question 2

There are at least five ways to say "tires" in Spanish.

Accepted Answer

A) True 
 B)False  True

Question 3

All of the following are language barriers that can be identified as typical international translation errors except:

Accepted Answer

A)  simple carelessness.
B)  idioms.
C)  local slang.
D)  multiple-meaning words.
E)  incorrect grammar. E

Question 4

Nestle used an ad for Taster's Choice coffee originally developed in the U.K.as its campaign in the U.S., with some minor changes to reflect actors and speech.This would be an example of which of the following reasons for using standardization in the foreign market?

Accepted Answer

A)  scale economics
B)  consistent image
C)  cross-fertilization
D)  global consumer segments
E)  creative talent

Question 5

Companies that sell the same product in multiple markets need to establish to what degree their advertising campaign should be standardized.

Accepted Answer

A) True 
 B)False

Question 6

In an advertising message, the original slogan was "Body by Fisher." The translation in a foreign market was "Corpse by Fisher." This would be an example of which of the following constraints on international promotion?

Accepted Answer

A)  language barriers
B)  advertising regulations
C)  cultural constraints
D)  local attitudes toward advertising
E)  poor media infrastructure

Question 7

Viral marketing involves the selling of disease-causing agents.

Accepted Answer

A) True 
 B)False

Question 8

Shoppers in Europe redeem far fewer coupons than their counterparts in the United States.

Accepted Answer

A) True 
 B)False

Question 9

Infomercial marketers now have access to over one-half of Japanese consumers.Which of the following trends would be most representative or closely associated with the above fact?

Accepted Answer

A)  growing commercialization and deregulation of mass media.
B)  shift from radio and print to TV advertising.
C)  rise of global and regional media.
D)  growing spread of interactive marketing.
E)  improved monitoring.

Question 10

With bottom-up budgeting, each country subsidiary independently determines how much should be spent within its market and then requests the desired resources from headquarters.

Accepted Answer

A) True 
 B)False

Question 11

With _____, the key elements (e.g., the theme, core values, and slogan) of the advertisements are the same across countries.However, some flexibility is allowed for language (e.g., local voice-over) and cultural barriers.

Accepted Answer

A)  export advertising
B)  laissez faire approach
C)  DIY advertising
D)  centralized advertising
E)  prototype standardization

Question 12

With concept cooperation, headquarters spell out guidelines on the positioning themes and brand identity.

Accepted Answer

A) True 
 B)False

Question 13

Personal selling is above-the-line communication.

Accepted Answer

A) True 
 B)False

Question 14

As an illustration of a barrier to advertising standardization, Ray-Ban had to re-shoot a sunglasses commercial for Malaysia because the original version had Caucasian actors.In Malaysia, ads featuring Caucasians are not allowed.This example would be an example of which of the following barriers to standardization of international advertising?

Accepted Answer

A)  cultural differences.
B)  budget.
C)  advertising regulations.
D)  differences in the degree of market development.
E)  the "Not Invented Here" syndrome.

Question 15

Trade shows are also called _____.

Accepted Answer

A)  trade marts
B)  trade markets
C)  trade fairs
D)  trade expos
E)  trade circles

Question 16

One framework that helps with studying the influence of culture on global advertising is the cultural classification scheme developed by Dutch researcher Geert Hofstede.All of the following are dimensions of a value system used in the cultural classification scheme except:

Accepted Answer

A)  power distance.
B)  possessions.
C)  uncertainty avoidance.
D)  individualism.
E)  masculinity.

Question 17

With _____, headquarters spells out guidelines on the positioning theme (platform) and the brand identity to be used in the ads.Worldwide brand values are mapped out centrally.Responsibility for the execution, however, is left largely to the local affiliates and/or ad agencies.

Accepted Answer

A)  export advertising
B)  laissez faire approach
C)  DIY advertising
D)  centralized advertising
E)  concept cooperation

Question 18

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

Accepted Answer

A)  media decision making.
B)  media super structure.
C)  media infrastructure.
D)  media bias.
E)  media method.

Question 19

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

Accepted Answer

A)  competitors
B)  governments
C)  advertising mangers
D)  headquarters
E)  CEOs

Question 20

Worldwide, advertising spending in 2018 exceeded $75 for every man, woman, and child on the planet.

Accepted Answer

A) True 
 B)False

Exam 13: Global Communication Strategies

Celebrity endorsements are not well received in China.

There are at least five ways to say "tires" in Spanish.

All of the following are language barriers that can be identified as typical international translation errors except:

Nestle used an ad for Taster's Choice coffee originally developed in the U.K.as its campaign in the U.S., with some minor changes to reflect actors and speech.This would be an example of which of the following reasons for using standardization in the foreign market?

Companies that sell the same product in multiple markets need to establish to what degree their advertising campaign should be standardized.

In an advertising message, the original slogan was "Body by Fisher." The translation in a foreign market was "Corpse by Fisher." This would be an example of which of the following constraints on international promotion?

Viral marketing involves the selling of disease-causing agents.

Shoppers in Europe redeem far fewer coupons than their counterparts in the United States.

Infomercial marketers now have access to over one-half of Japanese consumers.Which of the following trends would be most representative or closely associated with the above fact?

With bottom-up budgeting, each country subsidiary independently determines how much should be spent within its market and then requests the desired resources from headquarters.

With _____, the key elements (e.g., the theme, core values, and slogan) of the advertisements are the same across countries.However, some flexibility is allowed for language (e.g., local voice-over) and cultural barriers.

With concept cooperation, headquarters spell out guidelines on the positioning themes and brand identity.

Personal selling is above-the-line communication.

Trade shows are also called _____.

One framework that helps with studying the influence of culture on global advertising is the cultural classification scheme developed by Dutch researcher Geert Hofstede.All of the following are dimensions of a value system used in the cultural classification scheme except:

With _____, headquarters spells out guidelines on the positioning theme (platform) and the brand identity to be used in the ads.Worldwide brand values are mapped out centrally.Responsibility for the execution, however, is left largely to the local affiliates and/or ad agencies.

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

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

Worldwide, advertising spending in 2018 exceeded $75 for every man, woman, and child on the planet.