Exam 13: Global Communication Strategies

Celebrity endorsements are not well received in China.

There are at least five ways to say "tires" in Spanish.

All of the following are language barriers that can be identified as typical international translation errors except:

Nestle used an ad for Taster's Choice coffee originally developed in the U.K.as its campaign in the U.S., with some minor changes to reflect actors and speech.This would be an example of which of the following reasons for using standardization in the foreign market?

Companies that sell the same product in multiple markets need to establish to what degree their advertising campaign should be standardized.

In an advertising message, the original slogan was "Body by Fisher." The translation in a foreign market was "Corpse by Fisher." This would be an example of which of the following constraints on international promotion?

Viral marketing involves the selling of disease-causing agents.

Shoppers in Europe redeem far fewer coupons than their counterparts in the United States.

Infomercial marketers now have access to over one-half of Japanese consumers.Which of the following trends would be most representative or closely associated with the above fact?

With bottom-up budgeting, each country subsidiary independently determines how much should be spent within its market and then requests the desired resources from headquarters.

With _____, the key elements (e.g., the theme, core values, and slogan) of the advertisements are the same across countries.However, some flexibility is allowed for language (e.g., local voice-over) and cultural barriers.

With concept cooperation, headquarters spell out guidelines on the positioning themes and brand identity.

Personal selling is above-the-line communication.

As an illustration of a barrier to advertising standardization, Ray-Ban had to re-shoot a sunglasses commercial for Malaysia because the original version had Caucasian actors.In Malaysia, ads featuring Caucasians are not allowed.This example would be an example of which of the following barriers to standardization of international advertising?

Trade shows are also called _____.

One framework that helps with studying the influence of culture on global advertising is the cultural classification scheme developed by Dutch researcher Geert Hofstede.All of the following are dimensions of a value system used in the cultural classification scheme except:

With _____, headquarters spells out guidelines on the positioning theme (platform) and the brand identity to be used in the ads.Worldwide brand values are mapped out centrally.Responsibility for the execution, however, is left largely to the local affiliates and/or ad agencies.

Another term to describe the portfolio of media choices (and variations within those choices) is called:

With prototype standardization, _____ spell out guidelines on the positioning theme.

Worldwide, advertising spending in 2018 exceeded $75 for every man, woman, and child on the planet.