Exam 18: Special Advertising Campaigns

Horizontal general business or trade publications are directed to people who hold similar jobs in different companies across different industries.

Name the stages of market development for international markets.

Protecting the family, honesty, and self-esteem are _______ that cross cultures.

Nonprofit organizations have a number of goals, but sales is not one of them.

________ refers to the use of marketing programs and marketing communications tools for the good of society.

Which school of thought to planning global advertising programs emphasizes the cultural differences among peoples and nations?

Advertising is the primary marketing communication tool used in business-to-business marketing.

Which of the following is NOT a main school of thought on advertising in another country?

Which advertising medium generally receives the smallest attention by business-to-business advertisers?

Who was the target of CareerBuilder.com's campaign as discussed in the "Hands-On" case at the end of the chapter.

Which of the following types of organizations use retail advertising?

The globalization/localization debate in international advertising is really about ________.

What was the objective of the campaign of the Colorado's Tobacco Education and Prevention Partnership described in "A Matter of Principle"?

MINI-CASE Acme, Inc. is a manufacturer of industrial goods, such as ball bearings, filters, and valves. Acme's target market is manufacturers who purchase these goods to go into the systems that they manufacture for their customers, such as power plants, heating and cooling systems, and ships. Additionally, even though Acme is not a very large manufacturer and has never sold a product internationally, it intends to go international with a valve for which they recently received a patent and is superior to any offered anywhere in the world. -Refer to Mini-Case. What is the first stage in international market development that Acme will most likely pursue to expand into other countries?

The stages of international market development include exporting, internationalization, and globalization.

As described in "It's a Wrap" at the end of the chapter, what were the results of the CR-V advertising campaign?

Responsible marketing refers to the use of marketing programs and marketing communication tools for the good of society.

Which school of thought on advertising in another country argues that advertisers must consider differences among countries, including local culture, stage of economic and industrial development, stage of life cycle, media availability, research availability, and legal restrictions?

Timberland is a well-known manufacturer of rugged shoes and boots as well as other outdoor clothing and equipment. This company is so committed to helping others that that is part of the company's core values, and it allows its employees a full week paid leave of absence to assist in a cause that is important to them, which is typically a local issue or organization that affects the lives of those living in the community where Timberland operates. The leave is in addition to the regular paid vacation time employees receive. What type of social marketing does this commitment to community service by Timberland illustrate?

Which of the following is NOT a goal of nonprofit organizations?