Question 1

Advertising agencies are able to overcome restrictions on how products can be advertised by addressing their promotional campaigns to the United Nations, the supervising entity which oversees advertising on a global basis.

Accepted Answer

A) True 
 B)False  False

Question 2

Which of the following industries is not a dominant advertiser in global media markets?

Accepted Answer

A)   Airline industry
B)   Automobile industry
C)   Landscaping industry
D)   Tobacco industry C

Question 3

The planning for promotional campaigns consists of all but which of these steps?

Accepted Answer

A)   Determine the target audience
B)   Determine the budget
C)   Determine campaign objectives
D)   Determine the competitor's response D

Question 4

The process of creating brand awareness by arranging to have your product shown in a movie is called movie marketing.

Accepted Answer

A) True 
 B)False

Question 5

Online bulletin boards, blogs, podcasts, and websites are examples of what new form of communication?

Accepted Answer

A)   GGM
B)   CGM
C)   LGM
D)   RGM

Question 6

The unauthorized use of an event without the permission of the event owner is called ambush marketing.

Accepted Answer

A) True 
 B)False

Question 7

Conflicting national regulations make global promotional efforts difficult for the international marketer.

Accepted Answer

A) True 
 B)False

Question 8

What is ambush marketing? Give an example.

Accepted Answer

The answer of What is ambush marketing? Give an example....

Question 9

In the organization of promotional efforts, a company has two basic decisions to make, which are what type of outside services to use and how to establish decision-making authority for promotional efforts.

Accepted Answer

A) True 
 B)False

Question 10

An important aspect of research for international marketers is to determine which multi-market target audiences are best for the product and to engage in aggregation and segmentation criteria in order to isolate these targets.

Accepted Answer

A) True 
 B)False

Question 11

What is public relations?

Accepted Answer

The answer of What is public relations?...

Question 12

Which of the following is the essential element in planning an international promotional campaign?

Accepted Answer

A)   Planning with clearly defined, measurable objectives
B)   Long term exceptional lines of focus
C)   Pre-eminent forecasting
D)   Checks and balances in the accounting ledger

Question 13

The ideal situation in developing message strategy is to have a world brand.

Accepted Answer

A) True 
 B)False

Question 14

Which new technology has allowed the international marketer to have access to the global market twenty-four hours per day?

Accepted Answer

A)   Permanent billboards
B)   Taxi signs
C)   Television
D)   Internet

Question 15

In 2005, which company engaged the most international advertising agencies for global marketing?

Accepted Answer

A)   Unilever
B)   L'oreal
C)   Nestle
D)   Johnson & Johnson

Question 16

The total media spending around the world in 2004 was in excess of three trillion dollars.

Accepted Answer

A) True 
 B)False

Question 17

Which of the following is one of the coordinated approaches to panregional campaign development?

Accepted Answer

A)   Socialization
B)   Expert testimony
C)   Budget approval
D)   Frequent purchasing

Question 18

The marketing communication function charged with executing programs to earn public understanding and acceptance is known as:

Accepted Answer

A)   sales promotion.
B)   couponing.
C)   public relations.
D)   umbrella marketing.

Question 19

When a company employs sales people to help sell the product, this is known as:

Accepted Answer

A)   product differentiation.
B)   situational marketing.
C)   preventable posturing.
D)   personal selling.

Question 20

What is the ideal strategy for developing a message in a global market?

Accepted Answer

A)   Have a researcher on staff
B)   Partner with another company to amortize expense
C)   Have a world brand
D)   Employ international personalities

Exam 18: Global Promotional Strategies

Advertising agencies are able to overcome restrictions on how products can be advertised by addressing their promotional campaigns to the United Nations, the supervising entity which oversees advertising on a global basis.

Which of the following industries is not a dominant advertiser in global media markets?

The planning for promotional campaigns consists of all but which of these steps?

The process of creating brand awareness by arranging to have your product shown in a movie is called movie marketing.

Online bulletin boards, blogs, podcasts, and websites are examples of what new form of communication?

The unauthorized use of an event without the permission of the event owner is called ambush marketing.

Conflicting national regulations make global promotional efforts difficult for the international marketer.

What is ambush marketing? Give an example.

In the organization of promotional efforts, a company has two basic decisions to make, which are what type of outside services to use and how to establish decision-making authority for promotional efforts.

An important aspect of research for international marketers is to determine which multi-market target audiences are best for the product and to engage in aggregation and segmentation criteria in order to isolate these targets.

What is public relations?

Which of the following is the essential element in planning an international promotional campaign?

The ideal situation in developing message strategy is to have a world brand.

Which new technology has allowed the international marketer to have access to the global market twenty-four hours per day?

In 2005, which company engaged the most international advertising agencies for global marketing?

The total media spending around the world in 2004 was in excess of three trillion dollars.

Which of the following is one of the coordinated approaches to panregional campaign development?

The marketing communication function charged with executing programs to earn public understanding and acceptance is known as:

When a company employs sales people to help sell the product, this is known as:

What is the ideal strategy for developing a message in a global market?