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

When creating global advertising,it is important to remember that the "advertising appeal" should be based on the agency's understanding of the target audience's buying motives.

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Question 1

Correct Answer:

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Despite an unmistakable trend toward using global advertising agencies to support global marketing efforts,companies with geocentric orientations tend to adapt to the global market requirements and select the best agency or agencies accordingly.

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Question 2

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What was the reason for McDonald's to pull out advertising business from Leo Burnett?

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Question 3

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In 2016,McDonald's pulled much of its advertising business from Leo Burnett (which is a unit of Publicis Groupe)and transferred it to Omnicom.The reason? Omnicom had partnered with both Facebook and Google to form an integrated team of creative experts and data scientists.The new unit,known as We Are Unlimited,is based in Chicago.Despite losing the account,Leo Burnett did get a consolation prize: Its London office will handle global marketing communications for McDonald's new McDelivery service.

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.

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Question 4

The advantages of using in-house marketing and advertising staff include all of the following except:

(Multiple Choice)

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Question 5

Google and Facebook now account for more than three-fourths of new online ad spending,and Snapchat is gaining traction as an advertising forum.

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Question 6

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

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Question 7

Volkswagen's portfolio of brands does not include:

(Multiple Choice)

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Question 8

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.

(Multiple Choice)

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Question 9

There is an ongoing debate between "standardization" versus "adaptation" pertaining to global advertising.Explain how different sides of the arguments fit into the global context.

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Question 10

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

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Question 11

What issues must be considered in selecting an advertising agency for global advertising?

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Question 12

Which of the following is true about advertising expenditures in Germany and Brazil?

(Multiple Choice)

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Question 13

Advertising,public relations,and other forms of communication are critical tools in the marketing program and reflect the ________ (P)of the marketing mix.

(Multiple Choice)

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Question 14

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.

(Multiple Choice)

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Question 15

As companies recognize and embrace new concepts such as the globalization of "the coffee culture," the potential for effective global advertising:

(Multiple Choice)

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Question 16

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

(Multiple Choice)

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Question 17

According to data published by Advertising Age (2017),which of the following is the largest global advertising agency network based on worldwide revenues?

(Multiple Choice)

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Question 18

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

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Question 19

The choice between demonstration,slice of life,straight sell,and other advertising forms is a matter of the:

(Multiple Choice)

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Question 20

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When creating global advertising,it is important to remember that the "advertising appeal" should be based on the agency's understanding of the target audience's buying motives.

Despite an unmistakable trend toward using global advertising agencies to support global marketing efforts,companies with geocentric orientations tend to adapt to the global market requirements and select the best agency or agencies accordingly.

What was the reason for McDonald's to pull out advertising business from Leo Burnett?

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 advantages of using in-house marketing and advertising staff include all of the following except:

Google and Facebook now account for more than three-fourths of new online ad spending,and Snapchat is gaining traction as an advertising forum.

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

Volkswagen's portfolio of brands does not include:

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.

There is an ongoing debate between "standardization" versus "adaptation" pertaining to global advertising.Explain how different sides of the arguments fit into the global context.

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

What issues must be considered in selecting an advertising agency for global advertising?

Which of the following is true about advertising expenditures in Germany and Brazil?

Advertising,public relations,and other forms of communication are critical tools in the marketing program and reflect the ________ (P)of the marketing mix.

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.

As companies recognize and embrace new concepts such as the globalization of "the coffee culture," the potential for effective global advertising:

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

According to data published by Advertising Age (2017),which of the following is the largest global advertising agency network based on worldwide revenues?

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

The choice between demonstration,slice of life,straight sell,and other advertising forms is a matter of the:

Introduction to Global Marketing

The Global Economic Environment

The Global Trade Environment

Social and Cultural Environments

The Political,legal,and Regulatory Environments

Global Information Systems and Market Research

Segmentation,targeting,and Positioning

Importing,exporting,and Sourcing

Global Market Entry Strategies: Licensing, investment, and Strategic Alliances

Brand and Product Decisions in Global Marketing

Pricing Decisions

Global Marketing Channels and Physical Distribution

Global Marketing Communications Decisions II: Sales Promotion, personal Selling, and Special Forms of Marketing Communication

Global Marketing and the Digital Revolution

Strategic Elements of Competitive Advantage

Leadership, organization, and Corporate Social Responsibility

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