Question 1

Kraft is considering allowing its subsidiary to develop their own localized advertising for Kraft's Macaroni and Cheese.What is not a reason to adopt this policy?

Accepted Answer

A) Europeans prefer local advertisements. 
B) The product category is new to some markets. 
C) A global theme approach would be more expensive. 
D) Standardized advertising is always preferable to local advertising when marketing products of MNCs.

Question 2

Most translation problems occur when global advertisements are literally translated.

Accepted Answer

A) True 
 B)False

Question 3

Action Toys wants to enter Eastern Europe and is seeking an advertising agency.Its best bet is to look for a

Accepted Answer

A) local advertising agency. 
B) global advertising agency. 
C) regional advertising agency. 
D) state-owned advertising agency.

Question 4

Karavel Foods has a line of soups that are in the mature stage in triad markets but have only recently been introduced in some major developing countries.What type of advertising approach is most appropriate for this line?

Accepted Answer

A) Standardized 
B) Localized 
C) Global theme 
D) Global cycle

Question 5

The advantage of global advertising is

Accepted Answer

A) low cost. 
B) convergence of consumer preferences. 
C) marketing can be done under one global brand name. 
D) Both a and c

Question 6

International advertising networks are preferred because of their ability to handle global campaigns.

Accepted Answer

A) True 
 B)False

Question 7

The soft-sell approach is popular in ____________________.

Accepted Answer

The answer of The soft-sell approach is popular in ____________________....

Question 8

In a modularized approach to global advertising,a company selects some features as standard for all its advertisements while localizing others.

Accepted Answer

A) True 
 B)False

Question 9

Mercedes-Benz is known to work with only one global advertising agency for all its advertising needs.

Accepted Answer

A) True 
 B)False

Question 10

Comparative advertising is common in Japan.

Accepted Answer

A) True 
 B)False

Question 11

Omnitalia is a local advertising agency in Italy seeking the Italian account of Kraft.What advice would you give the agency?

Accepted Answer

A) Stress your ability to execute a global campaign. 
B) Stress your local knowledge and experience. 
C) You will have to discount your price considerably in order to compete with the preferred global advertising firms. 
D) U.S.firms only use international advertising networks.

Question 12

To evoke a similar positive feeling,Mars candy used the slogan "August" in France and ____ in Germany.

Accepted Answer

A) "July" 
B) "weekend" 
C) "the last parking space" 
D) "Berlin United"

Question 13

In the European Union,advertisers use ____ to overcome language barriers.

Accepted Answer

A) visual communications 
B) verbal communications 
C) sign language 
D) English

Question 14

WTO is negotiating a treaty to establish global regulations on cigarette advertising.

Accepted Answer

A) True 
 B)False

Question 15

ABC Auto is considering developing a regional advertising plan for their African markets.What would be a reason to implement such a plan?

Accepted Answer

A) ABC mainly competes against other MNCs in these markets. 
B) ABC mainly competes against local auto manufacturers in these markets. 
C) ABC mainly competes against SOEs in these markets. 
D) None of the above

Question 16

Which is not true about visual advertisements?

Accepted Answer

A) They are more culturally specific. 
B) They are appropriate for the EU market. 
C) They rely more on pictures than words. 
D) Cartier used them in a campaign destined for 123 countries.

Question 17

Japanese television commercials are full of U.S.themes.

Accepted Answer

A) True 
 B)False

Question 18

Samsung is considering employing extensive advertising standardization across its many national markets.What would be a reason not to do this?

Accepted Answer

A) Europeans prefer local advertisements even for global products. 
B) Cost savings would be minimal. 
C) Standardization is not appropriate for global brands. 
D) None of the above

Question 19

To evoke a similar positive feeling,Mars candy used the slogan "Saturday 3 p.m." in Britain and ____ in France.

Accepted Answer

A) "Paris" 
B) "August" 
C) "weekend" 
D) "the last parking space"

Question 20

Tunetoy Industries is planning a corporate advertising campaign aimed at business executives and utilizing global media.Which option would you suggest?

Accepted Answer

A) MTV 
B) Reader's Digest 
C) Animal Planet 
D) Fortune

Exam 15: Managing Global Advertising

Kraft is considering allowing its subsidiary to develop their own localized advertising for Kraft's Macaroni and Cheese.What is not a reason to adopt this policy?

Most translation problems occur when global advertisements are literally translated.

Action Toys wants to enter Eastern Europe and is seeking an advertising agency.Its best bet is to look for a

Karavel Foods has a line of soups that are in the mature stage in triad markets but have only recently been introduced in some major developing countries.What type of advertising approach is most appropriate for this line?

The advantage of global advertising is

International advertising networks are preferred because of their ability to handle global campaigns.

The soft-sell approach is popular in ____________________.

In a modularized approach to global advertising,a company selects some features as standard for all its advertisements while localizing others.

Mercedes-Benz is known to work with only one global advertising agency for all its advertising needs.

Comparative advertising is common in Japan.

Omnitalia is a local advertising agency in Italy seeking the Italian account of Kraft.What advice would you give the agency?

To evoke a similar positive feeling,Mars candy used the slogan "August" in France and ____ in Germany.

In the European Union,advertisers use ____ to overcome language barriers.

WTO is negotiating a treaty to establish global regulations on cigarette advertising.

ABC Auto is considering developing a regional advertising plan for their African markets.What would be a reason to implement such a plan?

Which is not true about visual advertisements?

Japanese television commercials are full of U.S.themes.

Samsung is considering employing extensive advertising standardization across its many national markets.What would be a reason not to do this?

To evoke a similar positive feeling,Mars candy used the slogan "Saturday 3 p.m." in Britain and ____ in France.

Tunetoy Industries is planning a corporate advertising campaign aimed at business executives and utilizing global media.Which option would you suggest?