Exam 13: Global Communication Strategies

In a modern sense, the goal of many MNCs is to pursue a(n)________________ program. In this program, coordination of all communication vehicles would take Place. Key ideas would be communicated in a unified manner.

Translation errors include:

Although, Coca-Cola was the official sponsor of the 2002 World Cup Soccer, Pepsi managed to sign up some of the biggest soccer celebrities, including England's soccer Star David Beckham. In event sponsorship, this is an example of ________________.

In Britain, one U.S. advertiser ran a campaign that centered around the slogan "You can use no finer napkin at your dinner table." In Britain, some people use The word "napkin" for the word "diapers." This would be an example of which of The following types of translation errors?

As an illustration of a barrier to advertising standardization, Ray-Ban had to re-shoot a sunglasses commercial for Malaysia because the original version had Caucasian Actors. In Malaysia, ads featuring Caucasians are not allowed. This example would Be an example of which of the following barriers to standardization of international Advertising?

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?

All of the following are strategies for dealing with translation problems in a foreign market EXCEPT:

Of the barriers that face a foreign company when attempting to promote products in a foreign market, ___________________ are arguably the biggest stumbling block To successful advertising in the foreign market.

In Spanish, five different words can be used for the word "tires" (cauchos, cubiertas, gomas, llantas, and neumaticos). Obviously, this might present problems in Advertising. This would be an example of which of the following types of translation Errors?

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 extent that people within the culture Prefer structured situations with clear cut rules and little ambiguity. This dimension Would best be described as:

Shift from TV and print to radio advertising is becoming a big reality.

A __________________________________ program goes one step further since it is a system of active promotional management that strategically coordinates global Communications in all of its component parts both horizontally (country-level) and Vertically (promotion tools).

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?

How should marketers cope with advertising regulations?

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

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

Sponsorship is one of the fastest growing promotion tools.

One can identify three different types of _______________________: simple carelessness, multiple-meaning words, and idioms.

With prototype standardization, headquarters spell out guidelines on the positioning themes and brand identity.

All of the following are language barriers that can be identified as typical international translation errors EXCEPT: