Question 1

In the language of global marketing, ________ is the phrase used to describe advertising that represents a middle ground between 100% standardization and 100% localization.

Accepted Answer

A) "stereotype advertising" 
B) "template advertising" 
C) "cookie-cutter advertising" 
D) "compromise advertising" 
E) "pattern advertising"

Question 2

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.

Accepted Answer

A) True 
 B)False

Question 3

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.

Accepted Answer

A) ethnocentric 
B) regiocentric 
C) local 
D) polycentric 
E) publicity

Question 4

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

Accepted Answer

A) "Pattern advertising" 
B) "Template advertising" 
C) "Cookie-cutter advertising" 
D) "Model advertising" 
E) "Stereotype advertising"

Question 5

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

Accepted Answer

The answer of Because of its size and presence in...

Question 6

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

Accepted Answer

A) mass media. 
B) written word. 
C) magazine ads. 
D) TV ads. 
E) dance, songs, and storytelling.

Question 7

McDonald's "I'm lovin' it" and De Beers "A diamond is forever" are themes which are good examples of global advertising.

Accepted Answer

A) True 
 B)False

Question 8

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

Accepted Answer

A) people 
B) process 
C) price 
D) sex 
E) context

Question 9

The United States and ________ are the two top-ranked countries in terms of ad spending across all measured media in 2010.

Accepted Answer

A) UK 
B) France 
C) Canada 
D) Japan 
E) Germany

Question 10

Ads that strike viewers in some countries as humorous or irritating may not necessarily be perceived that way by viewers in other countries.

Accepted Answer

A) True 
 B)False

Question 11

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

Accepted Answer

A) company organization 
B) national responsiveness 
C) area coverage 
D) buyer perception 
E) franchise or company owned status

Question 12

The potential for effective global advertising decreases as companies recognize and embrace new concepts such as "product cultures."

Accepted Answer

A) True 
 B)False

Question 13

According to the worldwide revenue figures for 2010, Omnicom Group is the world's largest advertising organization.

Accepted Answer

A) True 
 B)False

Question 14

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

Accepted Answer

A) True 
 B)False

Question 15

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.

Accepted Answer

The answer of One of the issues facing advertisers is...

Question 16

Any company that is increasing its activities outside the home country can utilize PR personnel as boundary spanners between the company and employees, unions, stockholders, customers, the media, financial analysts, governments, or suppliers.

Accepted Answer

A) True 
 B)False

Question 17

A company's efforts to effectively communicate with customers is very important.All of the following are major difficulties which can compromise an organization's attempt to communicate with customers except:

Accepted Answer

A) the message does not reach the intended recipient. 
B) the message reaches the intended recipient but is misunderstood. 
C) the message reaches the intended recipient and is understood, but the recipient may fail to take action. 
D) the message is distorted by noise. 
E) the message is only in one language.

Question 18

Hackers attacked the PlayStation online gaming network, thereby comprising user data in which country?

Accepted Answer

A) Japan 
B) United States 
C) Germany 
D) Great Britain 
E) China

Question 19

Which company ranks number one in terms of ad spending in Europe (2009)?

Accepted Answer

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

Question 20

Revlon has used a French producer to develop television commercials in English and Spanish for use in international markets.

Accepted Answer

A) True 
 B)False

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

In the language of global marketing, ________ is the phrase used to describe advertising that represents a middle ground between 100% standardization and 100% localization.

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.

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.

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

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

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

McDonald's "I'm lovin' it" and De Beers "A diamond is forever" are themes which are good examples of global advertising.

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

The United States and ________ are the two top-ranked countries in terms of ad spending across all measured media in 2010.

Ads that strike viewers in some countries as humorous or irritating may not necessarily be perceived that way by viewers in other countries.

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

The potential for effective global advertising decreases as companies recognize and embrace new concepts such as "product cultures."

According to the worldwide revenue figures for 2010, Omnicom Group is the world's largest advertising organization.

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

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.

Any company that is increasing its activities outside the home country can utilize PR personnel as boundary spanners between the company and employees, unions, stockholders, customers, the media, financial analysts, governments, or suppliers.

A company's efforts to effectively communicate with customers is very important.All of the following are major difficulties which can compromise an organization's attempt to communicate with customers except:

Hackers attacked the PlayStation online gaming network, thereby comprising user data in which country?

Which company ranks number one in terms of ad spending in Europe (2009) ?

Revlon has used a French producer to develop television commercials in English and Spanish for use in international markets.