Exam 13: Global Communication Strategies

Ad campaigns that center around the hard-sell approach (such as testimonials) are advisable for cultures with high uncertainty avoidance such as the United States.

How do you choose an advertising agency overseas?

Given that so many errors can occur with translation and misunderstanding of advertising in the foreign market, which of the following is probably the easiest Solution to the problem?

In international marketing, numerous promotional efforts misfire because of ____________________ -related problems.

The goal of many MNCs is to avoid an integrated marketing communications approach.

Viral marketing involves the selling of disease-causing agents.

If an advertiser does not want to "rock the boat" and desires to sustain a minimum "share of voice" they will probably choose which of the following advertising Budget forms?

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. Which of the following standardization benefits applies?

One framework that helps with studying the influence of culture on global advertising is the cultural classification scheme developed by Geert Hofstede. One of these constructs is called power distance. Research has shown that ads that position products or services as status symbols are most likely to be effective in countries with large power distance.

One framework that helps with studying the influence of culture on global advertising is the cultural classification scheme developed by Geert Hofstede. The value system construct that refers to the degree of inequality that is seen as acceptable within the country is called ________________.

All of the following can be characterized as being significant trends or developments in the international media landscape EXCEPT:

With respect to advertising, probably the trickiest of the cultural barriers centers around the host country's religion.

In the percentage of sales method, the overall advertising budget is based on either past or expected sales revenues.

"Not-Invented-Here" (NIH) syndrome does not come from local subsidiaries.

Language barriers can occur through translation problems. If the original slogan was "Body by Fisher" and the translation was "Corpse by Fisher," the problem with translation was probably due to a problem idiom.

___________________ is one of most formidable barriers that international advertisers need to surmount.

Adidas, the German sportswear maker, paid a hefty $80 million to $100 million in cash and services for sponsorship of the 2008 Beijing Summer Olympics. This is an Example of _________________________.

When screening ad agencies, all of the following criteria might be used EXCEPT:

Language barriers can occur through translation problems. The most common of these translation difficulties are due to ____________________ , multiple-meaning words, and idioms.

Message consistency (an advertising standardization issue) matters a great deal in markets with extensive media overlap or for goods that are sold to "cosmopolitan" Customers who travel the globe. The best example of a product or service that fits the Above is: