Exam 13: Global Communication Strategies

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.

Given that advertising regulations not only govern advertising in foreign markets but can also create difficulties, how can marketers cope? All of the following are Valid suggestions EXCEPT:

The most popular budgeting rule is the objective-and-task method.

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.

_________________ 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.

Which of the following does NOT describe mobile marketing?

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

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

Trade shows are also called _______________________.

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.

Ad regulations governing the advertising of cigarettes would probably fall under which of the following advertising regulation categories?

Idioms that use slang from one country to another may inadvertently lead to embarrassing meanings in the host country.

Sampling, price-offs, coupons, sweepstakes, bonus packs, and trade allowances are all examples of ____________________.

Trade shows in Europe:

Procter & Gamble has attempted to cut back on _____________ strategy incentives by introducing every-day-low-pricing.

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

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:

With prototype standardization, ____________________ spell out guidelines on the positioning theme.

Research from an advertising agency survey indicates that the number one reason for standardizing multinational advertising was to:

Most firms do not rely heavily on the expertise of an advertising agency.