Question 1

Which of the following is NOT an obstacle related to attitudes toward the United States by the international community, for American companies competing for global sales?

Accepted Answer

A) exploitation 
B) corrupting influence 
C) gross insensitivity and arrogance 
D) perceived low quality 
E) hyper-consumerism

Question 2

Popularized by British sociologist Roland Robertson in the '90s, ________ combines the aims of globalization and localization.

Accepted Answer

The answer of Popularized by British sociologist Roland Robertson in...

Question 3

Which of the following is NOT an area of legal prohibitions that international advertisers need understand?

Accepted Answer

A) Internet advertising 
B) advertising to children 
C) print advertising 
D) comparative advertising 
E) standards of truth

Question 4

Describe the three trends that make it difficult to market to an ethnically diverse population.

Accepted Answer

The answer of Describe the three trends that make it...

Question 5

The fact that a number of major U.S. companies are spending more than 50 percent of their advertising budgets abroad indicates a trend toward more global selling and an opportunity for future growth in marketing and advertising.

Accepted Answer

A) True 
 B)False

Question 6

Which of the following is NOT true regarding the growing importance of multiethnic consumers?

Accepted Answer

A) expanding slower than the general population 
B) expanding faster than the general population 
C) Their buying power is increasing at a greater rate. 
D) Companies need to recognize the need for employees with varied experiences and perspectives who can sell products and services to them. 
E) They will need top-tier executives who understand different countries, different cultures.

Question 7

Match between columns
                        Premises: The execution of the basic marketing plan to a number of countries.
The first version of the Toyota Corona; it failed after just two years.
The creation or distribution of products or services intended for a global or transregional market but customized to suit local laws or customs.
These shorter Hispanic versions of soap operas are now being aired in the United States.
Thought that all consumer needs are basically alike all over the world.
Tendency for American youth to adopt traditions and attitudes of cultures other than their own.
The degree to which humor, exaggeration, and hyperbole are accepted in advertising; it varies between countries and may be restricted by regulators in various countries.
One of the positive aspects of multinational business is that it brings people to a greater awareness and understanding of diverse cultures; international marketing requires this characteristic.
Coordinates the efforts of 28 self-regulatory bodies across Europe.
The new Crest Kid for the United States-born in Cuba.
This executive may run the international marketing plans in an organization.
A treaty designed to eliminate trade barriers and open the borders among the United States, Mexico, Canada and South America.
El Nuevo Herald in Miami, La Opinion in Los Angeles, and Hoy in both New York and Chicago.
The French version of Ronald McDonald.
How advertisers perceive language and culture when customizing global campaigns for populations worldwide and even in the United States.

Accepted Answer

The Answer of glocal and intraculturalism and sensitivity and NAFTA is...

Question 8

________ refers to how far creative copy can stray from literal product facts to gain an audience's interest by using puffery, humor, hyperbole, or exaggeration.

Accepted Answer

The answer of ________ refers to how far creative copy...

Question 9

Likely causes for faulty information on ethnic markets include all of the following EXCEPT:

Accepted Answer

A) either little or bad contact information. 
B) researchers at little or no experience in ethnic marketing. 
C) respondents were sometimes uncooperative with researchers because of language barriers and a lack of understanding of the research's aims. 
D) an unavailability of ethnic-oriented syndicated research studies. 
E) weighting of research samples often did not fully take into account the ethnic population, especially in major markets.

Question 10

A one-size-fits-all approach to global commerce typically means a company has:

Accepted Answer

A) products that fit various cultures' customs and tastes. 
B) a mind-set based on too much research. 
C) a mind-set based on too little research. 
D) advertising themes and messages it strongly believes are universal but in reality are not. 
E) an organizational structure that is tried and true and appropriate to all cultures.

Question 11

Regardless of the function-creative, media, or research-agencies face major problems in meeting the demands of clients, including:

Accepted Answer

A) having to think locally and act globally. 
B) accommodating the organizational structure of their clients. 
C) creating a unified and standardized management organization. 
D) translating narrow client marketing strategies to the level of broad groupings of individual consumer needs. 
E) having to think globally but act regionally.

Question 12

There are times when exporting the product but changing its name is a viable product and marketing strategy.

Accepted Answer

A) True 
 B)False

Question 13

Outside the U.S., which of the following, if treated with sensitivity, might have more of a chance of being accepted overseas?

Accepted Answer

A) humor 
B) satire 
C) metaphors 
D) sports heroes 
E) figures of speech

Question 14

Which country has tremendously high levels of household television penetration and yet does not allow foreign programming?

Accepted Answer

A) Taiwan 
B) China 
C) Vietnam 
D) Albania 
E) Georgia

Question 15

Companies are coming to realize it is not enough to simply identify ethnic market segments; they must develop products and messages that realistically meet the special needs of market segments and communicate in a credible manner.

Accepted Answer

A) True 
 B)False

Question 16

A typical multinational advertising plan requires:

Accepted Answer

A) complete adherence to the goals and steps of the plan. 
B) the advertiser deal with a host of situations unique to each country. 
C) a globalized message that plays in all environments. 
D) minimal use of marketing research. 
E) a series of unrelated advertising and promotion messages.

Question 17

This type of advertising is extremely popular in parts of Europe but relatively minor in the United States.

Accepted Answer

A) pop-up advertising 
B) personal selling 
C) billboard advertising 
D) cinema advertising 
E) skywriting

Question 18

Research shows that challenges for marketing and advertising holding companies include all of the following EXCEPT:

Accepted Answer

A) finding a unifying theme that works across a number of brands and in various international markets. 
B) problems related to packaging, specifically, design elements that can be used on packages and in-store promotions throughout the world. 
C) finding ways to effectively translate key advertising and marketing findings into global advertising executions. 
D) less reliance on data from clients provided to the agencies on a project-by-project basis. 
E) the need for centralized planning, without which research will not be compatible across countries.

Question 19

When it comes to available research, which of the following is NOT true for media planners who must plan an international campaign?

Accepted Answer

A) Research data is notoriously unreliable. 
B) Basic target audience data may be unavailable. 
C) Paid circulation may be unavailable or not audited. 
D) Television ratings data is never found outside the United States. 
E) Data about audience purchase and media usage habits may be unavailable.

Question 20

In the '40s and '50s, American advertising agencies expanded by starting foreign branches that were responsible for the advertising of the few large U.S. clients in a limited number of countries.

Accepted Answer

A) True 
 B)False

Exam 23: International Advertising

Which of the following is NOT an obstacle related to attitudes toward the United States by the international community, for American companies competing for global sales?

Popularized by British sociologist Roland Robertson in the '90s, ________ combines the aims of globalization and localization.

Which of the following is NOT an area of legal prohibitions that international advertisers need understand?

Describe the three trends that make it difficult to market to an ethnically diverse population.

The fact that a number of major U.S. companies are spending more than 50 percent of their advertising budgets abroad indicates a trend toward more global selling and an opportunity for future growth in marketing and advertising.

Which of the following is NOT true regarding the growing importance of multiethnic consumers?

Match the following.

________ refers to how far creative copy can stray from literal product facts to gain an audience's interest by using puffery, humor, hyperbole, or exaggeration.

Likely causes for faulty information on ethnic markets include all of the following EXCEPT:

A one-size-fits-all approach to global commerce typically means a company has:

Regardless of the function-creative, media, or research-agencies face major problems in meeting the demands of clients, including:

There are times when exporting the product but changing its name is a viable product and marketing strategy.

Outside the U.S., which of the following, if treated with sensitivity, might have more of a chance of being accepted overseas?

Which country has tremendously high levels of household television penetration and yet does not allow foreign programming?

Companies are coming to realize it is not enough to simply identify ethnic market segments; they must develop products and messages that realistically meet the special needs of market segments and communicate in a credible manner.

A typical multinational advertising plan requires:

This type of advertising is extremely popular in parts of Europe but relatively minor in the United States.

Research shows that challenges for marketing and advertising holding companies include all of the following EXCEPT:

When it comes to available research, which of the following is NOT true for media planners who must plan an international campaign?

In the '40s and '50s, American advertising agencies expanded by starting foreign branches that were responsible for the advertising of the few large U.S. clients in a limited number of countries.