Exam 13: Global Communication Strategies

If ads in a foreign country stress performance, success, and completion, they would probably be focusing on which of the following cultural classification schemes as a way to reach a segment of the population where this dimension was high or important.

There are basically two kinds of promotions: consumer promotions that target end-users (e.g., coupons, sweepstakes, and rebates) and _____ that are aimed at distributors (e.g., volume discounts and advertising allowances).

Mass television advertising is above-the-line communication.

In the _____ approach, every country subsidiary follows its own course developing its own ads based on what it thinks works best in its market.

With respect to advertising, probably the trickiest of the cultural barriers centers on the host country's religion.

To solve language-related barriers, companies in international markets should use_____ advertising agencies.

In international marketing, advertising to some extent is a _____ phenomenon.

_____includes various forms of interactive marketing where the company uses media that enable it to get direct access to the end-consumer and establish a one-to-one relationship.

To promote the Xbox video program, Microsoft gave away two million DVDs with an interactive commercial.This is an example of which of the following trends?

The primary appeal of the percentage of sales method of allocating an advertising budget is its:

_____ is one of most formidable barriers that international advertisers need to surmount.

In an advertising message, the original slogan was "When I used this shirt, I felt good." The translation in a foreign market was "Until I used this shirt, I felt good." This would be an example of which of the following types of translation errors?

There are a variety of formats for creating international advertising.With _____ advertising, the creative strategy is highly centralized.Universal copy is developed for all markets.

With_____, the creative strategy is produced in-house or by a centrally located ad agency.

Message consistency (an advertising standardization issue) matters a great deal in markets with extensive media overlap or for goods that are sold to "cosmopolitan" customers who travel the globe.The best example of a product or service that fits the above is:

_____ is a form of promotion where the brand is placed in the context of and visible within a movie, television show, video games, or other entertainment vehicles.

Overseas fairs are usually much larger than the more regional, niche-oriented shows in the United States.Because of their size, international shows attract a much wider variety of buyers.

If promotional dollars are aimed at the end-user, then the strategy is described as being a _____ strategy.

A good case can be made for standardizing an ad campaign in the international marketplace.All of the following would be good, justifiable reasons for standardization except:

If an advertiser spells out the goals of their communication strategy and determines what they would like to accomplish with advertising and then plans a budget accordingly, they are probably using the _____ method of budgeting.