Exam 13: Global Communication Strategies

In Britain, one U.S.advertiser ran a campaign that centered on the slogan "You can use no finer napkin at your dinner table." In Britain, some people use the word "napkin" for the word "diapers." This would be an example of which of the following types of translation errors?

Creative talent in the advertising industry is widely available.

A _____ program goes one step further since it is a system of active promotional management that strategically coordinates global communications in all of its component parts both horizontally (country-level) and vertically (promotion tools).

"Not-Invented-Here" (NIH) syndrome does not come from local subsidiaries.

In general, high costs per thousand (CPM) are found in areas that have:

If advertisers disparage their competition in an advertisement, the regulation category that would govern this practice would probably be:

In the domain of advertising, _____ means that marketers encourage their affiliates to adopt, or at least consider, advertising ideas that have proven successful in other markets.Which of the following standardization benefits applies?

In the area of "Not-Invented-Here" (NIH) syndrome, stonewalling attempts at standardization may come from _____ subsidiaries/advertising agencies.

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 types of translation errors?

Although, Coca-Cola was the official sponsor of the 2002 World Cup Soccer, Pepsi managed to sign up some of the biggest soccer celebrities, including England's soccer star David Beckham.In event sponsorship, this is an example of _____.

One framework that helps with studying the influence of culture on global advertising is the cultural classification scheme developed by Dutch researcher Geert Hofstede.One dimension refers to the extent that people within the culture prefer structured situations with clear cut rules and little ambiguity.This dimension would best be described as:

Sex is widely used in Asia to promote products.In fact, it is used much more widely than in the US.

With_____, every country subsidiary follows its own course based on what a local affiliate thinks worst best in its market.

With _____ advertising, guidelines are given to the local affiliates concerning the execution of the advertising.

_____refers to marketing tools that try to achieve marketing objectives such as increased brand awareness by boosting a self-replicating process through a social network.

_____ refer(s) to a collection of short-term incentive tools that lead to quicker and/or larger sales of a particular product by consumers or the trade.

Adidas, the German sportswear maker, paid a hefty $80 million to $100 million in cash and services for sponsorship of the 2008 Beijing Summer Olympics.This is an example of _____.

Many of the trickiest promotional issues occur in the domain of _____.

Product placement is a form of promotion where the brand is placed in the context of a movie, television show, video games, or other entertainment vehicles.

The most popular of the budget methods (in fact, two-thirds of respondents in a survey said they had used the method) is the _____ method.