Question 1

The U.S.online advertising market is much bigger than Europe's.

Accepted Answer

A) True 
 B)False

Question 2

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.

Accepted Answer

A) True 
 B)False

Question 3

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

Accepted Answer

A) copy. 
B) manuscript. 
C) idea. 
D) script. 
E) writings.

Question 4

Despite an unmistakable trend toward using global advertising agencies to support global marketing efforts, companies with geocentric orientations will adapt to the global market requirements and select the best agency or agencies accordingly.

Accepted Answer

A) True 
 B)False

Question 5

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.

Accepted Answer

The answer of There is an ongoing debate between "standardization"...

Question 6

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:

Accepted Answer

A) local advertising. 
B) pattern advertising. 
C) global advertising. 
D) advocacy advertising. 
E) image advertising.

Question 7

According to data published by Advertising Age (2010), which of the following is the largest global advertising organization based on worldwide revenues?

Accepted Answer

A) WPP Group 
B) Interpublic Group 
C) Omnicom Group 
D) Dentsu Inc. 
E) Havas

Question 8

The "localized" versus "standardized" debate pertaining to global advertising has finally been resolved in favor of standardization.

Accepted Answer

A) True 
 B)False

Question 9

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.

Accepted Answer

A) art director 
B) copywriter 
C) IMC manager 
D) PR practitioner 
E) stylist

Question 10

In Japan, intimate scenes between men and women are in bad taste, and in Saudi Arabia such ads are outlawed.

Accepted Answer

A) True 
 B)False

Question 11

A recent global campaign for IKEA, the Swedish home furnishings retailer, positioned houses as homes a place for love, memories, and laughter.This is a classic example of:

Accepted Answer

A) emotional appeal. 
B) rational appeal. 
C) selling proposition. 
D) advertising appeal. 
E) creative appeal.

Question 12

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."

Accepted Answer

A) True 
 B)False

Question 13

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

Accepted Answer

A) the creative strategy. 
B) the advertising appeal. 
C) the selling proposition. 
D) the creative execution. 
E) the big idea.

Question 14

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.

Accepted Answer

A) True 
 B)False

Question 15

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

Accepted Answer

A) True 
 B)False

Question 16

Which company ranks number one in terms of worldwide ad spending for the year 2009?

Accepted Answer

A) General Motors 
B) Philip Morris 
C) Unilever 
D) Procter & Gamble 
E) Coca-Cola

Question 17

Image advertising is used by global companies to present themselves as good corporate citizens in foreign countries.

Accepted Answer

A) True 
 B)False

Question 18

The advertising agencies can be thought of as "idea factories."

Accepted Answer

A) True 
 B)False

Question 19

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.

Accepted Answer

A) McDonald's 
B) Toyota 
C) Sony 
D) Pepsi 
E) Coke

Question 20

In the summer of 1999, Coca-Cola faced a major marketing problem in Europe.Which of the following was at the heart of the problem?

Accepted Answer

A) pricing problems 
B) advertising problems 
C) sales promotion problems 
D) public relations problems 
E) distribution problems

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

The U.S.online advertising market is much bigger than Europe's.

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.

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

Despite an unmistakable trend toward using global advertising agencies to support global marketing efforts, companies with geocentric orientations will adapt to the global market requirements and select the best agency or agencies accordingly.

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.

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:

According to data published by Advertising Age (2010) , which of the following is the largest global advertising organization based on worldwide revenues?

The "localized" versus "standardized" debate pertaining to global advertising has finally been resolved in favor of standardization.

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.

In Japan, intimate scenes between men and women are in bad taste, and in Saudi Arabia such ads are outlawed.

A recent global campaign for IKEA, the Swedish home furnishings retailer, positioned houses as homes a place for love, memories, and laughter.This is a classic example of:

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."

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

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.

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

Which company ranks number one in terms of worldwide ad spending for the year 2009?

Image advertising is used by global companies to present themselves as good corporate citizens in foreign countries.

The advertising agencies can be thought of as "idea factories."

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.

In the summer of 1999, Coca-Cola faced a major marketing problem in Europe.Which of the following was at the heart of the problem?