Question 1

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 2

Ads based on a(n)________ appeal depend on logic and speak to the audience's intellect.

Accepted Answer

A) a rational 
B) an advertising 
C) an emotional 
D) a localized 
E) a melodramatic

Question 3

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 4

What do Ford Motor Company, Coca-Cola, Nike, and McDonald's all have in common?

Accepted Answer

A) They are all consumer packaged-goods companies. 
B) They all have foreign CEOs. 
C) They have all received a great deal of negative publicity in recent years. 
D) They all rely exclusively on TV advertising. 
E) They spend more in advertising in foreign markets than home markets.

Question 5

A supplier in China was accused of selling outdated meat to McDonald's. The consequent declining sales were a result of ________ problem.

Accepted Answer

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

Question 6

In selecting an advertising agency, all of the following issues should be taken into consideration except:

Accepted Answer

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

Question 7

A global company that has the ability to successfully transform a domestic campaign into a worldwide one or to create a new global campaign from the ground up possesses a critical marketing advantage. Explain this statement in light of the global advertising.

Accepted Answer

The answer of A global company that has the ability...

Question 8

Tobacco companies in Central Europe face the prospect of tougher marketing and advertisement regulations due to:

Accepted Answer

A) the growing concern about health hazards associated with smoking. 
B) a dislike of global brands crowding out local brands. 
C) a desire to return to communist-era policies. 
D) a desire to comply with EU entry requirements. 
E) the pressure from neighboring countries.

Question 9

The ultimate test of an organization's understanding of the power and importance of PR occurs during a time of environmental turbulence, especially a potential or actual crisis.

Accepted Answer

A) True 
 B)False

Question 10

Companies that are centralized typically allow managers at the local subsidiary to make ad agency selection decisions.

Accepted Answer

A) True 
 B)False

Question 11

McDonald's global marketing chief, staged a competition that included agencies from all over the world. "i'm lovin' it" tagline was devised by a(n)________ agency.

Accepted Answer

A) Egyptian 
B) American 
C) Turkish 
D) Chinese 
E) German

Question 12

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 13

Because advertising is often designed to add ________ value to a product or brand, it plays a more important communications role in marketing consumer products than it does for marketing industrial products.

Accepted Answer

A) social 
B) monetary 
C) cultural 
D) psychological 
E) emotional

Question 14

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 15

Which of the following product category/company pairings best illustrates the concept of "product cultures"?

Accepted Answer

A) earth-moving equipment/Caterpillar 
B) personal hygiene/Procter & Gamble 
C) coffee bars/Starbucks 
D) batteries/Duracell 
E) automobiles/Ford

Question 16

A phrase which is analogous to the concept of global product platforms is:

Accepted Answer

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

Question 17

To counteract the negative perception and publicity about Coke, the company launched its own print ad campaign that featured smaller-format cans and bottles.

Accepted Answer

A) True 
 B)False

Question 18

Companies use corporate advertising; image advertising, and advocacy advertising from time to time. How are these advertising methods? What are the circumstances under which they are used?

Accepted Answer

The answer of Companies use corporate advertising; image advertising, and...

Question 19

China's ongoing trade-related friction with the United States highlights the need for:

Accepted Answer

A) a better distribution system. 
B) a better PR effort. 
C) sales promotion. 
D) a better transportation system. 
E) pattern advertising.

Question 20

One task of the ________ department is to generate nonpaid forms of communication to foster goodwill among customers and others.

Accepted Answer

A) sales promotion 
B) global marketing 
C) headquarters 
D) public relations 
E) advertising

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

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

Ads based on a(n) ________ appeal depend on logic and speak to the audience's intellect.

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:

What do Ford Motor Company, Coca-Cola, Nike, and McDonald's all have in common?

A supplier in China was accused of selling outdated meat to McDonald's. The consequent declining sales were a result of ________ problem.

In selecting an advertising agency, all of the following issues should be taken into consideration except:

A global company that has the ability to successfully transform a domestic campaign into a worldwide one or to create a new global campaign from the ground up possesses a critical marketing advantage. Explain this statement in light of the global advertising.

Tobacco companies in Central Europe face the prospect of tougher marketing and advertisement regulations due to:

The ultimate test of an organization's understanding of the power and importance of PR occurs during a time of environmental turbulence, especially a potential or actual crisis.

Companies that are centralized typically allow managers at the local subsidiary to make ad agency selection decisions.

McDonald's global marketing chief, staged a competition that included agencies from all over the world. "i'm lovin' it" tagline was devised by a(n) ________ agency.

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.

Because advertising is often designed to add ________ value to a product or brand, it plays a more important communications role in marketing consumer products than it does for marketing industrial products.

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.

Which of the following product category/company pairings best illustrates the concept of "product cultures"?

A phrase which is analogous to the concept of global product platforms is:

To counteract the negative perception and publicity about Coke, the company launched its own print ad campaign that featured smaller-format cans and bottles.

Companies use corporate advertising; image advertising, and advocacy advertising from time to time. How are these advertising methods? What are the circumstances under which they are used?

China's ongoing trade-related friction with the United States highlights the need for:

One task of the ________ department is to generate nonpaid forms of communication to foster goodwill among customers and others.