Exam 13: Launching Global Communication and Advertising

____ such as Nike and Sony, have come to be associated with universal ideas and narratives. These brands have built a powerful appeal that transcends their national origins to become truly global.

As the name suggests, _______________ reflects each market's cultural or social conditions.

The IMC or ______ approach recognizes that the various elements of a company's communication strategy must be not only carefully coordinated, but their impact as a whole on the market should also be considered.

__________________ should not be designed or executed in isolation. It should be an integral part of a coherent promotional strategy and the overall marketing mix.

Apart from legal issues, one of the biggest challenges in global advertising involves ______________.

The role of culture in advertising has been discussed, frequently focusing on notable miscommunications. Select either direct marketing or personal selling and discuss the cultural challenges a marketer would face.

Which of the following is NOT one of the important reasons why companies choose advertising agencies for their global marketing needs?

_________________ refers to any paid consumer or trade communication program of limited duration that adds tangible value to a product or brand, involving international players.

__________________ is the most efficient way of gaining new customers and retaining existing ones in international markets.

There are five promotional elements included in integrated marketing communications: advertising, publicity and public relations, sales promotion, direct marketing, and personal selling. Select a product whose marketing you are familiar with and a country outside of your own that you know. Explain how each of the five elements could be used in the promotional mix and include examples of how these elements could leverage each other.

______________________ offers savings, consistency, control, stronger brand recognition, and the ability to leverage products and know-how across multiple markets.

Which of the following is NOT one of the dimensions critical for the success of a global brand?