Question 1

The country which has a massive potential for cigarette manufacturers is:

Accepted Answer

A) Egypt. 
B) Spain. 
C) Turkey. 
D) China. 
E) Vietnam.

Question 2

When the subheads and body copy of an advertisement are localized, not simply translated, it is an example of:

Accepted Answer

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

Question 3

Much academic research has been devoted to the impact of culture on advertising. Researcher Tamotsu Kish2 identified seven characteristics that distinguish between Japanese and American creative strategy. Briefly describe those characteristics.

Accepted Answer

The answer of Much academic research has been devoted to...

Question 4

Standardized print campaigns can be used for industrial products or for technology-oriented consumer products such as the Apple iPhone and the iPad.

Accepted Answer

A) True 
 B)False

Question 5

In China, McDonald's is careful not to advertise prices with multiple occurrences of the number 4 since, in Cantonese, the pronunciation of the word "four" sounds similar to that of the word death.

Accepted Answer

A) True 
 B)False

Question 6

According to data published by Advertising Age in 2012, Proctor & Gamble ranks # 2 in worldwide advertisement spending.

Accepted Answer

A) True 
 B)False

Question 7

How do the public relations differ around the world? Explain giving examples to show the importance of public relations for a global company.

Accepted Answer

The answer of How do the public relations differ around...

Question 8

________ 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 9

A company that is ethnocentric in its approach to PR will not extend home-country PR activities into host countries.

Accepted Answer

A) True 
 B)False

Question 10

The challenge of encoding and decoding slogans and taglines in different national and cultural contexts can lead to unintentional errors.

Accepted Answer

A) True 
 B)False

Question 11

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 12

Standardized print campaigns can be used for all of the following except:

Accepted Answer

A) visual appeal. 
B) industrial products. 
C) high-tech consumer products. 
D) voiceovers TV commercials. 
E) stereotype advertising.

Question 13

According to data published by Advertising Age (2014), which of the following is the largest global advertising agency network based on worldwide revenues?

Accepted Answer

A) Young & Rubicam Group (WPP) 
B) Interpublic Group 
C) Omnicom Group 
D) Dentsu Inc. 
E) Havas

Question 14

The way a product's appeal or proposition is presented is called the "selling proposition."

Accepted Answer

A) True 
 B)False

Question 15

Officials at Brazil's state-owned oil company and top politicians were accused of collaborating with contractors to receive billions in kickbacks. This resulted in ________ problems for Petrobras.

Accepted Answer

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

Question 16

Japanese companies are less inclined to use this approach for selecting advertising agencies:

Accepted Answer

A) designate global agencies. 
B) designate local agencies. 
C) use of ads in-house. 
D) use of outside agencies. 
E) use of in-house marketing.

Question 17

Which promotional mix element is most closely associated with activities designed to foster goodwill and understanding with various constituents both inside and outside the company?

Accepted Answer

A) personal selling 
B) advertising 
C) public relations 
D) sales promotion 
E) publicity

Question 18

A recent global campaign for IKEA, the Swedish home furnishings retailer, positioned houses as homes as 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 19

A company that is ________ in its approach to public relations (PR)will extend home-country activities into host countries.

Accepted Answer

A) regiocentric 
B) polycentric 
C) ethnocentric 
D) domestic 
E) EPOS.

Question 20

According to the worldwide revenue figures for 2014, Omnicom Group is the world's largest advertising organization.

Accepted Answer

A) True 
 B)False

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

The country which has a massive potential for cigarette manufacturers is:

When the subheads and body copy of an advertisement are localized, not simply translated, it is an example of:

Much academic research has been devoted to the impact of culture on advertising. Researcher Tamotsu Kish2 identified seven characteristics that distinguish between Japanese and American creative strategy. Briefly describe those characteristics.

Standardized print campaigns can be used for industrial products or for technology-oriented consumer products such as the Apple iPhone and the iPad.

In China, McDonald's is careful not to advertise prices with multiple occurrences of the number 4 since, in Cantonese, the pronunciation of the word "four" sounds similar to that of the word death.

According to data published by Advertising Age in 2012, Proctor & Gamble ranks # 2 in worldwide advertisement spending.

How do the public relations differ around the world? Explain giving examples to show the importance of public relations for a global company.

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

A company that is ethnocentric in its approach to PR will not extend home-country PR activities into host countries.

The challenge of encoding and decoding slogans and taglines in different national and cultural contexts can lead to unintentional errors.

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.

Standardized print campaigns can be used for all of the following except:

According to data published by Advertising Age (2014) , which of the following is the largest global advertising agency network based on worldwide revenues?

The way a product's appeal or proposition is presented is called the "selling proposition."

Officials at Brazil's state-owned oil company and top politicians were accused of collaborating with contractors to receive billions in kickbacks. This resulted in ________ problems for Petrobras.

Japanese companies are less inclined to use this approach for selecting advertising agencies:

Which promotional mix element is most closely associated with activities designed to foster goodwill and understanding with various constituents both inside and outside the company?

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

A company that is ________ in its approach to public relations (PR) will extend home-country activities into host countries.

According to the worldwide revenue figures for 2014, Omnicom Group is the world's largest advertising organization.