Deck 18: Global Promotional Strategies

Question 1

In the organization of promotional efforts, a company has two basic decisions to make, which are what type of outside services to use and how to establish decision-making authority for promotional efforts.

Answer 1

True

Question 2

The unauthorized use of an event without the permission of the event owner is called ambush marketing.

Answer 2

True

Question 3

The creative people in an international advertising agency must have a clear idea of the characteristics of the audience that will be exposed to the message.

Answer 3

True

Question 4

Marketing that links a company or brand with a cause, such as environmental protection or children's health, is something that only U.S. domestic firms can do.

Question 5

Public relations is the marketing communications function charged with executing programs to earn public understanding and acceptance, but only deals with internal communication.

Question 6

Media vehicles that have target audiences in at least three continents are called mass marketing media.

Question 7

Corporate image advertising seeks to isolate one core value and reiterate it through solicitation of government contracts via proposals and RFP processes, which in turn support tactical operations of suggested programs.

Question 8

Nothing is more essential to the planning of international promotional campaigns than the establishment of colorful and entertaining advertisements.

Question 9

Advertising agencies are able to overcome restrictions on how products can be advertised by addressing their promotional campaigns to the United Nations, the supervising entity which oversees advertising on a global basis.

Question 10

The ideal situation in developing message strategy is to have a world brand.

Question 11

International marketing campaigns are similar to domestic campaigns in that they may be targeted to multiple audiences.

Question 12

The total media spending around the world in 2004 was in excess of three trillion dollars.

Question 13

The process of creating brand awareness by arranging to have your product shown in a movie is called movie marketing.

Question 14

A major objective of media strategy, on an international basis in a global market, is to reach the intended target audience with maximum efficiency and reach.

Question 15

Determining the target audience is one of the three basic decisions that must be made by the media planner when developing a media schedule.

Question 16

Sampling is not a form of sales promotion.

Question 17

Conflicting national regulations make global promotional efforts difficult for the international marketer.

Question 18

Advertising in global media is dominated by major consumer ad categories, particularly airlines, financial services, telecommunications, automobiles, and tobacco.

Question 19

The promotional budget links established marketing objectives with media, message, and control decisions.

Question 20

An important aspect of research for international marketers is to determine which multi-market target audiences are best for the product and to engage in aggregation and segmentation criteria in order to isolate these targets.

Question 21

Creating brand awareness by arranging to have a product shown or used in a visual media such as movies, television, games, or web sites is known as:

A) movie marketing.
B) out takes.
C) intakes.
D) product placement.

Question 22

In broadcast media, what new technology has allowed radio and television stations to become panregional?

A) Engineering
B) Satellite
C) Line of sight
D) Narrowcasting

Question 23

Which of the following is not a budgeting method for an international promotional program?

A) Objective and task
B) Percentage of sales
C) Executive judgment
D) Pre-planned experimental approach

Question 24

If a company uses only one advertising agency, what does this mean for a decentralized organization?

A) More coordination
B) Expenses are greater
C) Myopic strategies should be incorporated
D) Affiliated marketing needs to take place

Question 25

Which of the following industries is not a dominant advertiser in global media markets?

A) Airline industry
B) Automobile industry
C) Landscaping industry
D) Tobacco industry

Question 26

Which of the following is the essential element in planning an international promotional campaign?

A) Planning with clearly defined, measurable objectives
B) Long term exceptional lines of focus
C) Pre-eminent forecasting
D) Checks and balances in the accounting ledger

Question 27

Which country spends the most on advertising, outpacing the next five countries combined?

A) Japan
B) United Kingdom
C) China
D) United States

Question 28

Which of the following is not one of the conditions a media strategist would need data on when planning a media campaign?

A) Media distribution
B) Characteristics of fluidity
C) Media audiences
D) Advertising exposure

Question 29

The planning for promotional campaigns consists of all but which of these steps?

A) Determine the target audience
B) Determine the budget
C) Determine campaign objectives
D) Determine the competitor's response

Question 30

_______ may also be saved in engaging in global image campaigning, especially of the same campaign or core concepts can be used across borders.

A) Efficiency
B) Time
C) Costs
D) Labor

Question 31

An umbrella marketing communications plan designed to make the company itself be correctly understood or perceived more positively is called:

A) corporate image advertising.
B) umbrella marketing.
C) raining on a market.
D) unsubstantiated marketing.

Question 32

Marketing that links a company or brand with a cause, such as environmental protection or children's health, is called:

A) HMO marketing.
B) parental notice marketing.
C) marketing in the round.
D) cause related marketing.

Question 33

In preparing international marketing campaigns, it is important to understand that campaigns:

A) only run once per year.
B) run for one year and then are recreated.
C) are targeted at a single or multiple audience.
D) are domestic only.

Question 34

The promotional budget links the established objectives with three areas. Which is not one of these areas?

A) Government regulation
B) Media
C) Message
D) Control decisions

Question 35

Which of the following is not a major factor in determining which media vehicles will be used for an advertising campaign?

A) Placement of reciprocal ads
B) The availability of the media in a given market
C) The product or service itself
D) Media habits of the intended audience

Question 36

Global media is characterized by having a centralized office and media outlets on how many continents?

A) One
B) Two
C) Three
D) All seven

Question 37

Which new technology has allowed the international marketer to have access to the global market twenty-four hours per day?

A) Permanent billboards
B) Taxi signs
C) Television
D) Internet

Question 38

Which of the following is a true statement about the level of government regulation of international marketing?

A) All governments regulate advertising in some way.
B) No governments regulate advertising.
C) Only television is regulated.
D) Only electronic advertising (TV, radio, cable and Internet) is regulated.

Question 39

What is the ideal strategy for developing a message in a global market?

A) Have a researcher on staff
B) Partner with another company to amortize expense
C) Have a world brand
D) Employ international personalities

Question 40

Which of the following is not considered one of the determinants an international marketer uses to discern what the customer is buying?

A) The diffusion of the product or service into the market
B) The regional differences in the competitors' advertising
C) The criteria on which the customer will evaluate the product
D) The product's positioning

Question 41

The marketing communication function charged with executing programs to earn public understanding and acceptance is known as:

A) sales promotion.
B) couponing.
C) public relations.
D) umbrella marketing.

Question 42

When there is a unique market condition in a local market, what are international marketers apt to do?

A) Not market in that region
B) Use the national branded strategy
C) Localize the marketing campaign
D) Pause the marketing campaign until a new regime is in place

Question 43

External public relations focuses on interactions with:

A) suppliers.
B) management.
C) customers.
D) employees.

Question 44

Despite the globalization trend, local agencies will survive as a result of _______.

A) decentralization
B) uniqueness
C) centralization
D) governmental regulations

Question 45

In 2005, which company engaged the most international advertising agencies for global marketing?

A) Unilever
B) L'oreal
C) Nestle
D) Johnson & Johnson

Question 46

Which of the following is not one of the recommended traits of a crisis management policy?

A) Openness about corporate activities
B) Keeping issues and answers internally located
C) Integrity
D) Clear communication

Question 47

What is ambush marketing? Give an example.

Question 48

What is the main concern about using a multi-national mega-agency?

A) That the agency will not be able to provide effective marketing solutions
B) That the agency will charge fees to the employing company that exceed the original costs in the bid
C) That the agency will also be servicing a competitive company, resulting in a conflict of interest
D) That the agency will not be able to withstand the pressure of servicing an international company

Question 49

Who said, "I know half the money I spend on advertising is wasted. Now, if I only knew which half"?

A) Bill Gates
B) Adolph Coors
C) John Wanamaker
D) Pablo Casals

Question 50

Which is not considered a sales promotion activity?

A) Television commercials
B) Couponing
C) Sampling
D) Premiums

Question 51

Why do international marketers use advertising agencies?

Question 52

________ of decision-making authority requires a firm to relax most of the controls over foreign affiliates and allow them to pursue their own promotional approaches.

A) Centralization
B) Marketization
C) Localization
D) Decentralization

Question 53

When a company employs sales people to help sell the product, this is known as:

A) product differentiation.
B) situational marketing.
C) preventable posturing.
D) personal selling.

Question 54

Online bulletin boards, blogs, podcasts, and websites are examples of what new form of communication?

A) GGM
B) CGM
C) LGM
D) RGM

Question 55

Which is not one of the measures of advertising effectiveness?

A) Pretesting copy appeal
B) Posttesting of recognition
C) Preliminary rosters
D) Sales effects

Question 56

The unauthorized use of an event without the permission of the event owner is known as:

A) ambush marketing.
B) event marketing.
C) event infiltration.
D) piracy.

Question 57

Which of the following is one of the coordinated approaches to panregional campaign development?

A) Socialization
B) Expert testimony
C) Budget approval
D) Frequent purchasing

Question 58

What is public relations?