Question 1

According to the worldwide revenue figures for 2012,Omnicom Group is the world's largest advertising organization.

Accepted Answer

A) True 
 B)False  False

Question 2

In the language of global marketing,________ is the phrase used to describe advertising that represents a middle ground between 100% standardization and 100% localization.

Accepted Answer

A)   "stereotype advertising"
B)   "template advertising"
C)   "cookie-cutter advertising"
D)   "compromise advertising"
E)   "pattern advertising" E

Question 3

U.S.advertisements contain more ________ information,and are more likely to include comparative appeals than Arabic ads.

Accepted Answer

A)   people
B)   process
C)   price
D)   sex
E)   context C

Question 4

Some of the world's most memorable advertising campaigns have achieved success because they originate from an idea that is so big that the campaign offers opportunities for a seemingly unlimited number of new executions.Such a campaign is said to have:

Accepted Answer

A)   "life."
B)   "legs."
C)   "love."
D)   "fun."
E)   "toes."

Question 5

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

Accepted Answer

A)   regiocentric
B)   polycentric
C)   ethnocentric
D)   domestic
E)   hostile

Question 6

The words that are the spoken or written communication elements in advertisements are known as:

Accepted Answer

A)   copy.
B)   manuscript.
C)   idea.
D)   script.
E)   writings.

Question 7

Partial nudity and same-sex couples are frequently seen in ads in Latin America and Europe.

Accepted Answer

A) True 
 B)False

Question 8

Standardized print campaigns can be used in 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 9

Food is a product category most likely to exhibit cultural sensitivity.Using Heinz ketchup as an example,discuss how the company has used its advertising taking into account cultural sensitivities in different parts of the world.

Accepted Answer

The answer of Food is a product category most likely...

Question 10

The kind of brand awareness a company wants to project is identified by:

Accepted Answer

A)   area coverage.
B)   buyer perception.
C)   company organization.
D)   national responsiveness.
E)   in-house marketing.

Question 11

Advocacy advertising enhances the public's perception of a company,creates goodwill,or announces a major change.

Accepted Answer

A) True 
 B)False

Question 12

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 13

In Southern China,McDonald's is careful not to advertise prices with multiple occurrences of the number four because:

Accepted Answer

A)   prices ending in odd numbers are preferred in China.
B)   there is no number four in the Chinese language.
C)   the word four is pronounced similar to the word death in Cantonese.
D)   multiple occurrences are considered as unlucky in China.
E)   prices are not included on menus in China.

Question 14

The elements of the promotion mix are advertising,public relations,personal selling,process,and sales promotion.

Accepted Answer

A) True 
 B)False

Question 15

A company adopting a(n)________ approach to worldwide PR activities gives the host-country practitioner maximum leeway to incorporate local customs and practices into the PR effort.

Accepted Answer

A)   ethnocentric
B)   regiocentric
C)   local
D)   polycentric
E)   publicity

Question 16

Image advertising is used by global companies to present themselves as good corporate citizens in foreign countries.

Accepted Answer

A) True 
 B)False

Question 17

Generally speaking,a company has little control over media.To compensate for this lack of control,many companies utilize:

Accepted Answer

A)   image advertising.
B)   advocacy advertising.
C)   corporate advertising.
D)   TV advertising.
E)   radio advertising.

Question 18

Ads based on a rational appeal depend on logic and speak to the audience's intellect.

Accepted Answer

A) True 
 B)False

Question 19

Benetton's striking print and outdoor advantage campaigns keyed to the "United Colors of Benetton" generated both controversy and widespread media attention.

Accepted Answer

A) True 
 B)False

Question 20

A ________ company possesses a critical marketing advantage with respect to marketing communications.

Accepted Answer

A)   domestic
B)   local
C)   global
D)   glocal
E)   multinational

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

According to the worldwide revenue figures for 2012,Omnicom Group is the world's largest advertising organization.

In the language of global marketing,________ is the phrase used to describe advertising that represents a middle ground between 100% standardization and 100% localization.

U.S.advertisements contain more ________ information,and are more likely to include comparative appeals than Arabic ads.

Some of the world's most memorable advertising campaigns have achieved success because they originate from an idea that is so big that the campaign offers opportunities for a seemingly unlimited number of new executions.Such a campaign is said to have:

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

The words that are the spoken or written communication elements in advertisements are known as:

Partial nudity and same-sex couples are frequently seen in ads in Latin America and Europe.

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

Food is a product category most likely to exhibit cultural sensitivity.Using Heinz ketchup as an example,discuss how the company has used its advertising taking into account cultural sensitivities in different parts of the world.

The kind of brand awareness a company wants to project is identified by:

Advocacy advertising enhances the public's perception of a company,creates goodwill,or announces a major change.

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

In Southern China,McDonald's is careful not to advertise prices with multiple occurrences of the number four because:

The elements of the promotion mix are advertising,public relations,personal selling,process,and sales promotion.

A company adopting a(n) ________ approach to worldwide PR activities gives the host-country practitioner maximum leeway to incorporate local customs and practices into the PR effort.

Image advertising is used by global companies to present themselves as good corporate citizens in foreign countries.

Generally speaking,a company has little control over media.To compensate for this lack of control,many companies utilize:

Ads based on a rational appeal depend on logic and speak to the audience's intellect.

Benetton's striking print and outdoor advantage campaigns keyed to the "United Colors of Benetton" generated both controversy and widespread media attention.

A ________ company possesses a critical marketing advantage with respect to marketing communications.