Question 1

With export advertising, the creative strategy is highly centralized.

Accepted Answer

A) True 
 B)False  True

Question 2

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

Accepted Answer

A)  popularity. 
B)  accounting good sense. 
C)  control feature. 
D)  simplicity. 
E)  accuracy. 
A)  popularity. 
B)  accounting good sense. 
C)  control feature. 
D)  simplicity. 
E)  accuracy. D

Question 3

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 degree of inequality that is seen as
Acceptable within the country. This dimension would best be described as:

Accepted Answer

A)  power distance. 
B)  long-termism. 
C)  uncertainty avoidance. 
D)  individualism. 
E)  masculinity. 
A)  power distance. 
B)  long-termism. 
C)  uncertainty avoidance. 
D)  individualism. 
E)  masculinity. A

Question 4

If promotional dollars are aimed at the trade or distributor, then the strategy is described as being a ______________ strategy.

Accepted Answer

A)  push 
B)  pull 
C)  conventional 
D)  vertical 
E)  horizontal 
A)  push 
B)  pull 
C)  conventional 
D)  vertical 
E)  horizontal

Question 5

If an advertiser uses field experiments (such as systematically manipulating the spending amount in different areas within the country to measure the impact of
Advertising on the brand's awareness, sales volume, and market share) to adjust
Budget expenditures, they are probably using the ______________ method of
Budgeting for advertising expense.

Accepted Answer

A)  percentage of sales 
B)  competitive parity 
C)  all-you-can-afford 
D)  objective-and-task 
E)  marginal increment 
A)  percentage of sales 
B)  competitive parity 
C)  all-you-can-afford 
D)  objective-and-task 
E)  marginal increment

Question 6

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

Accepted Answer

A)  environment 
B)  money 
C)  technology 
D)  business 
E)  religion 
A)  environment 
B)  money 
C)  technology 
D)  business 
E)  religion

Question 7

Language is not a major barrier in international advertising.

Accepted Answer

A) True 
 B)False

Question 8

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?

Accepted Answer

A)  growing commercialization and deregulation of mass media. 
B)  shift from radio and print to TV advertising. 
C)  rise of global and regional media. 
D)  growing spread of interactive marketing. 
E)  improved monitoring. 
A)  growing commercialization and deregulation of mass media. 
B)  shift from radio and print to TV advertising. 
C)  rise of global and regional media. 
D)  growing spread of interactive marketing. 
E)  improved monitoring.

Question 9

All of the following are risks associated with event sponsorship EXCEPT:

Accepted Answer

A)  nonsponsors can come in. 
B)  too many sponsorships might be sold. 
C)  there might be clutter among the sponsors and their messages. 
D)  the sponsorship might be too expensive for the number of people that show up. 
E)  adequate protection of the sponsorship. 
A)  nonsponsors can come in. 
B)  too many sponsorships might be sold. 
C)  there might be clutter among the sponsors and their messages. 
D)  the sponsorship might be too expensive for the number of people that show up. 
E)  adequate protection of the sponsorship.

Question 10

Recent developments in the global media landscape include the following EXCEPT:

Accepted Answer

A)  growing commercialization and deregulation of mass media. 
B)  shift from radio and print to TV advertising. 
C)  rise of global and regional media. 
D)  growing spread of interactive marketing. 
E)  growing importance of high definition television. 
A)  growing commercialization and deregulation of mass media. 
B)  shift from radio and print to TV advertising. 
C)  rise of global and regional media. 
D)  growing spread of interactive marketing. 
E)  growing importance of high definition television.

Question 11

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

Accepted Answer

A)  advertising of "vice products" and pharmaceuticals. 
B)  comparative advertising. 
C)  content of advertising messages. 
D)  advertising targeting children. 
E)  all of the above. 
A)  advertising of "vice products" and pharmaceuticals. 
B)  comparative advertising. 
C)  content of advertising messages. 
D)  advertising targeting children. 
E)  all of the above.

Question 12

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?

Accepted Answer

A)  language barriers. 
B)  advertising regulations. 
C)  cultural constraints. 
D)  local attitudes toward advertising. 
E)  poor media infrastructure. 
A)  language barriers. 
B)  advertising regulations. 
C)  cultural constraints. 
D)  local attitudes toward advertising. 
E)  poor media infrastructure.

Question 13

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.

Accepted Answer

A)  percentage of sales 
B)  competitive parity 
C)  all-you-can-afford 
D)  objective-and-task 
E)  marginal increment 
A)  percentage of sales 
B)  competitive parity 
C)  all-you-can-afford 
D)  objective-and-task 
E)  marginal increment

Question 14

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?

Accepted Answer

A)  scale economics 
B)  consistent image 
C)  cross-fertilization 
D)  global consumer segments 
E)  creative talent 
A)  scale economics 
B)  consistent image 
C)  cross-fertilization 
D)  global consumer segments 
E)  creative talent

Question 15

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

Accepted Answer

A)  media decision making. 
B)  media super structure. 
C)  media infrastructure. 
D)  media bias. 
E)  media method. 
A)  media decision making. 
B)  media super structure. 
C)  media infrastructure. 
D)  media bias. 
E)  media method.

Question 16

List and discuss the major challenges faced by international advertisers.

Accepted Answer

To answer this question, the students sh

Question 17

One obvious cure for misinterpreted meanings of advertising slogans in foreign
countries is to reduce the usage of slogans.

Accepted Answer

A) True 
 B)False

Question 18

With respect to budget forms that can be used in advertising, the _____________
method uses competition's spending as a benchmark and provides the measure of
the optimal spending amount.

Accepted Answer

The answer of With respect to budget forms that can...

Question 19

With respect to budget forms that can be used in advertising, the ________________
method simply sets the overall advertising budget as a percentage of sales.

Accepted Answer

The answer of With respect to budget forms that can...

Question 20

With respect to budget forms for advertising, the _______________ method simply sets the overall advertising budget based on either past or expected sales revenue.

Accepted Answer

A)  percentage of sales 
B)  competitive parity 
C)  all-you-can-afford 
D)  objective-and-task 
E)  marginal increment 
A)  percentage of sales 
B)  competitive parity 
C)  all-you-can-afford 
D)  objective-and-task 
E)  marginal increment

With export advertising, the creative strategy is highly centralized.

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

If promotional dollars are aimed at the trade or distributor, then the strategy is described as being a ______________ strategy.

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

Language is not a major barrier in international advertising.

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?

All of the following are risks associated with event sponsorship EXCEPT:

Recent developments in the global media landscape include the following EXCEPT:

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

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?

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.

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?

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

List and discuss the major challenges faced by international advertisers.

One obvious cure for misinterpreted meanings of advertising slogans in foreign countries is to reduce the usage of slogans.

With respect to budget forms that can be used in advertising, the _____________ method uses competition's spending as a benchmark and provides the measure of the optimal spending amount.

With respect to budget forms that can be used in advertising, the ________________ method simply sets the overall advertising budget as a percentage of sales.

With respect to budget forms for advertising, the _______________ method simply sets the overall advertising budget based on either past or expected sales revenue.

Globalization Imperative

Economic Environment

Financial Environment

Global Cultural Environment and Buying Behavior

Political and Legal Environment

Global Marketing Research

Global Segmentation and Positioning

Global Marketing Strategies

Global Market Entry Strategies

Global Product Policy Decisions I: Developing New Products for Global Markets

Global Product Policy Decisions Ii: Marketing Products and Services

Global Pricing

Sales Management

Global Logistics and Distribution

Export and Import Management

Planning, Organization, and Control of Global Marketing Operations

Marketing Strategies for Emerging Markets

Global Marketing and the Internet

Sustainable Marketing in the Global Marketplace

Filters

Exam 13: Global Communication Strategies

With export advertising, the creative strategy is highly centralized.

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

If promotional dollars are aimed at the trade or distributor, then the strategy is described as being a ______________ strategy.

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

Language is not a major barrier in international advertising.

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?

All of the following are risks associated with event sponsorship EXCEPT:

Recent developments in the global media landscape include the following EXCEPT:

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

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?

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.

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?

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

List and discuss the major challenges faced by international advertisers.

One obvious cure for misinterpreted meanings of advertising slogans in foreign countries is to reduce the usage of slogans.

With respect to budget forms that can be used in advertising, the _____________ method uses competition's spending as a benchmark and provides the measure of the optimal spending amount.

With respect to budget forms that can be used in advertising, the ________________ method simply sets the overall advertising budget as a percentage of sales.

With respect to budget forms for advertising, the _______________ method simply sets the overall advertising budget based on either past or expected sales revenue.

Globalization Imperative

Economic Environment

Financial Environment

Global Cultural Environment and Buying Behavior

Political and Legal Environment

Global Marketing Research

Global Segmentation and Positioning

Global Marketing Strategies

Global Market Entry Strategies

Global Product Policy Decisions I: Developing New Products for Global Markets

Global Product Policy Decisions Ii: Marketing Products and Services

Global Pricing

Sales Management

Global Logistics and Distribution

Export and Import Management

Planning, Organization, and Control of Global Marketing Operations

Marketing Strategies for Emerging Markets

Global Marketing and the Internet

Sustainable Marketing in the Global Marketplace

Filters