Question 1

Which of the following statements regarding planning a global advertising strategy is true?

Accepted Answer

A) The problem of managing brand consistency is largely responsible for limiting most global marketing objectives to awareness and recall. 
B) The globalization/localization debate is really about budgeting. 
C) It is not advantageous to conduct research in each international market that is entered. 
D) Consumer buying motivations are basically the same in every country. 
E) The execution of a global campaign is no more complex than executing a national plan.

Question 2

A societal marketing philosophy describes the operations of companies whose corporate missions reflect their desire to do good.

Accepted Answer

A) True 
 B)False

Question 3

The two classifications of general business and trade publications are ________.

Accepted Answer

A) profit and nonprofit 
B) top and bottom 
C) horizontal and vertical 
D) internal and external 
E) government and private sector

Question 4

Business-to-business advertising never uses consumer media to deliver ads.

Accepted Answer

A) True 
 B)False

Question 5

Which television production format makes use of the same opening and closing sections, while changing the middle section to focus on different merchandise or local stores?

Accepted Answer

A) donut format 
B) split-and-bookend format 
C) dual-message format 
D) beginning-middle-end format 
E) storyline

Question 6

Compare and contrast cause marketing and mission marketing.

Accepted Answer

The answer of Compare and contrast cause marketing and mission...

Question 7

Time left at the end of a radio or television spot or space left at the bottom of print materials where the local store is mentioned is known as a(n)________.

Accepted Answer

A) promotional spot 
B) dealer tag 
C) insert 
D) free tag 
E) donut

Question 8

Manufacturers use retail advertising to get retailers to stock their products.

Accepted Answer

A) True 
 B)False

Question 9

Purchasing objectives in business-to-business center on rational, pragmatic considerations such as price, service, quality of the product or service, and assurance of supply.

Accepted Answer

A) True 
 B)False

Question 10

Name and describe the three main schools of thought on advertising across national borders.

Accepted Answer

The answer of Name and describe the three main schools...

Question 11

The localization school of thought in the global versus local debate contends that differences between countries are a matter of degree, so advertisers must instead focus on the similarities of consumers around the world.

Accepted Answer

A) True 
 B)False

Question 12

B2B direct marketing provides sales leads and lays the groundwork for subsequent sales calls.

Accepted Answer

A) True 
 B)False

Question 13

The office that develops the approved campaign is designated the ________ and develops all the necessary elements of the campaign and prepares a standards manual for use in other countries.

Accepted Answer

A) agency-of-record 
B) lead agency 
C) contextual agency 
D) planning agency 
E) buying agency

Question 14

An ad for WD-40 appeared in a magazine targeted to hardware store retailers. The ad showed end-of-aisle displays for the product. The copy explained how the use of a WD-40 display produces 40 percent higher sales for the retailer. The ad did not tout the benefits of the product, just what the display will do for the retailer's sales. Included in the ad was a chart of the months when WD-40 ads will appear in consumer magazines as well as the months when promotional allowances are available to retailers. Name and describe this type of advertising.

Accepted Answer

The answer of An ad for WD-40 appeared in a...

Question 15

Which school of thought on advertising across national borders contends that differences between countries are a matter of degree, so advertisers must instead focus on the similarities of consumers and a consistent brand presentation?

Accepted Answer

A) standardization 
B) domestication 
C) localization 
D) combination 
E) customization

Question 16

General Mills is planning on expanding its breakfast cereals to Central and South America. What should the company consider when executing the international campaign?

Accepted Answer

The answer of General Mills is planning on expanding its...

Question 17

There were several tips regarding standardization advertising strategy in the text. List three tips for when to choose a standardized advertising strategy.

Accepted Answer

The answer of There were several tips regarding standardization advertising...

Question 18

Reaching wide audiences through mass media, acquiring new customers, establishing brand image and personality, and defining brand position are all objectives for the IMC tool of ________.

Accepted Answer

A) advertising 
B) PR 
C) trade sales promotion 
D) point of purchase 
E) packaging

Question 19

Which of the following is NOT a guideline to create effective business-to-business ads?

Accepted Answer

A) Use visuals sparingly because they detract from the selling message. 
B) Make sure the ad selects the strongest benefit and presents it prominently and persuasively. 
C) Dramatize the most important benefit, either by showing the product in action or by visualizing the problem and offering your product or service as a solution. 
D) Make the offer as clear as possible. 
E) Provide contact information.

Question 20

Which of the following are two schools of thought on planning global advertising programs?

Accepted Answer

A) market-orientation and culture-orientation 
B) standardization and localization 
C) short-term and long-term 
D) high-context and low-context 
E) structured and unstructured

Exam 18: The Imc Umbrella

Which of the following statements regarding planning a global advertising strategy is true?

A societal marketing philosophy describes the operations of companies whose corporate missions reflect their desire to do good.

The two classifications of general business and trade publications are ________.

Business-to-business advertising never uses consumer media to deliver ads.

Which television production format makes use of the same opening and closing sections, while changing the middle section to focus on different merchandise or local stores?

Compare and contrast cause marketing and mission marketing.

Time left at the end of a radio or television spot or space left at the bottom of print materials where the local store is mentioned is known as a(n) ________.

Manufacturers use retail advertising to get retailers to stock their products.

Purchasing objectives in business-to-business center on rational, pragmatic considerations such as price, service, quality of the product or service, and assurance of supply.

Name and describe the three main schools of thought on advertising across national borders.

The localization school of thought in the global versus local debate contends that differences between countries are a matter of degree, so advertisers must instead focus on the similarities of consumers around the world.

B2B direct marketing provides sales leads and lays the groundwork for subsequent sales calls.

The office that develops the approved campaign is designated the ________ and develops all the necessary elements of the campaign and prepares a standards manual for use in other countries.

Which school of thought on advertising across national borders contends that differences between countries are a matter of degree, so advertisers must instead focus on the similarities of consumers and a consistent brand presentation?

General Mills is planning on expanding its breakfast cereals to Central and South America. What should the company consider when executing the international campaign?

There were several tips regarding standardization advertising strategy in the text. List three tips for when to choose a standardized advertising strategy.

Reaching wide audiences through mass media, acquiring new customers, establishing brand image and personality, and defining brand position are all objectives for the IMC tool of ________.

Which of the following is NOT a guideline to create effective business-to-business ads?

Which of the following are two schools of thought on planning global advertising programs?