Global Chapter 13

________ is the phrase global marketers use to describe ads with common design elements into which localized elements are inserted for individual country markets. A) "Pattern advertising" B) "Template advertising" C) "Cookie-cutter advertising" D) "Model advertising" E) "Stereotype advertising"

A) "pattern advertising"

According to data published by Advertising Age (2012), which of the following is the largest global advertising organization based on worldwide revenues? A) WPP Group B) Interpublic Group C) Omnicom Group D) Dentsu Inc. E) Havas

A) WPP Group

In advertising, a(n) ________ is an agent who chooses graphics, pictures, type styles, and other visual elements and has general responsibility for the overall look of an advertisement. A) art director B) copywriter C) IMC manager D) PR practitioner E) stylist

A) art director

The words that are the spoken or written communication elements in advertisements are known as: A) copy. B) manuscript. C) idea. D) script. E) writings.

A) copy

Japanese companies are less inclined to use this approach for selecting advertising agencies: A) designate global agencies. B) designate local agencies. C) use ads in-house. D) use outside agencies. E) use in-house marketing.

A) designate global agencies

A recent global campaign for IKEA, the Swedish home furnishings retailer, positioned houses as homes as a place for love, memories, and laughter. This is a classic example of: A) emotional appeal. B) rational appeal. C) selling proposition. D) advertising appeal. E) creative appeal.

A) emotional appeal

Some of the world's most memorable advertising campaigns have achieved success because they originate from an idea that is so big that the campaign offers opportunities for a seemingly unlimited number of new executions. Such a campaign is said to have: A) "life." B) "legs." C) "love." D) "fun." E) "toes."

B) "legs"

China's ongoing trade-related friction with the United States highlights the need for: A) a better distribution system. B) a better PR effort. C) sales promotion. D) a better transportation system. E) pattern advertising.

B) a better PR effort

Suicides by employees at Chinese supplier Foxconn Technologies caused negative publicity affecting: A) Sony. B) Apple. C) Google. D) Toyota. E) Nike.

B) apple

The kind of brand awareness a company wants to project is identified by: A) area coverage. B) buyer perception. C) company organization. D) national responsiveness. E) in-house marketing.

B) buyer perception

Ads that tickle the funny bone of the intended audience and evoke response that will direct purchase behavior are based on: A) rational appeals. B) emotional appeals. C) SRC appeals. D) melodramatic appeals. E) localized appeal.

B) emotional appeals

In many parts of the world, McDonald's utilizes TV advertising that shows parents interacting with their happy children. Such advertising utilizes: A) rational appeals. B) emotional appeals. C) SRC appeals. D) melodramatic appeals. E) localized appeal.

B) emotional appeals

Which of the following most accurately describes the state of global public relations (PR) today? A) Expenditures on PR are dropping. B) Expenditures on PR are increasing. C) PR practices are standardized worldwide. D) PR is not important in emerging markets like India. E) Foreign investments are increasing.

B) expenditures on PR are increasing

As companies recognize and embrace new concepts such as the globalization of coffee culture, the potential for effective global advertising: A) decreases. B) increases. C) remains the same. D) becomes evident. E) is ignored.

B) increases

Advertising, public relations, and other forms of communication are critical tools in the marketing program and reflect the ________ P of the marketing mix. A) Product B) Promotion C) Price D) Place E) Process

B) promotion

What do Unilever and Procter & Gamble have in common? A) Revenues at both companies have been hurt by regulations concerning tobacco advertising and promotion. B) Both companies utilize extension approaches to advertising. C) Both companies rank high in terms of non-U.S. ad spending. D) Both companies use a great deal of corporate advertising. E) Both companies use the same advertising agency.

C) Both companies rank high in terms of non-U.S. ad spending

In which country are global marketers likely to encounter the most restrictions on advertising? A) the United States B) Japan C) Saudi Arabia D) Russia E) Germany

C) Saudi Arabia

Which of the following is true about advertising expenditures in Germany and Brazil? A) Television is the leading medium in both Germany and Brazil. B) Newspapers are the leading medium in both Germany and Brazil. C) Television is the leading medium in Brazil; newspapers are the leading medium in Germany. D) Television is the leading medium in Germany; newspapers are the leading medium in Brazil. E) Magazines are the leading medium in Brazil and Germany.

C) Television is the leading medium in Brazil; newspapers are the leading medium in Germany

Which company ranks number one in terms of ad spending in Europe (2011)? A) General Motors B) Philip Morris C) Unilever D) Procter & Gamble E) Coca-Cola

C) Unilever

Which of the following product category/company pairings best illustrates the concept of "product cultures"? A) earth-moving equipment/Caterpillar B) personal hygiene/Procter & Gamble C) coffee bars/Starbucks D) batteries/Duracell E) automobiles/Ford

C) coffee bars/Starbucks

Generally speaking, a company has little control over media. To compensate for this lack of control, many companies utilize: A) image advertising. B) advocacy advertising. C) corporate advertising. D) TV advertising. E) radio advertising.

C) corporate advertising

A company that is ________ in its approach to public relations will extend home-country PR activities into host countries. A) regiocentric B) polycentric C) ethnocentric D) domestic E) hostile

C) ethnocentric

A ________ company possesses a critical marketing advantage with respect to marketing communications. A) domestic B) local C) global D) glocal E) multinational

C) global

When the subheads and body copy of an advertisement are localized, not simply translated, is an example of: A) local advertising. B) global advertising. C) pattern advertising. D) advocacy advertising. E) stereotype advertising.

C) pattern advertising

U.S. advertisements contain more ________ information, and are more likely to include comparative appeals than Arabic ads. A) people B) process C) price D) sex E) context

C) price

Which promotional mix element is most closely associated with activities designed to foster goodwill and understanding with various constituents both inside and outside the company? A) personal selling B) advertising C) public relations D) sales promotion E) publicity

C) public relations

The advertising promise that captures the reason that people buy products is known as: A) creative strategy. B) the advertising appeal. C) the selling proposition. D) the creative execution. E) the big idea.

C) the selling proposition

In Southern China, McDonald's is careful not to advertise prices with multiple occurrences of the number four because: A) prices ending in odd numbers are preferred in China. B) there is no number four in the Chinese language. C) the word four is pronounced similar to the word death in Cantonese. D) multiple occurrences are considered as unlucky in China. E) prices are not included on menus in China.

C) the word four is pronounces similar to the word death in Cantonese

What do Ford Motor Company, Coca-Cola, Nike, and McDonald's all have in common? A) They are all consumer packaged-goods companies. B) They all have foreign CEOs. C) They have all received a great deal of negative publicity in recent years. D) They all rely exclusively on TV advertising. E) They spend more in advertising in foreign markets than home markets.

C) they have all received a great deal of negative publicity in recent years

The country which has a massive potential for cigarette manufacturers is: A) Egypt. B) Spain. C) Turkey. D) China. E) Vietnam.

D) China

According to data published by Advertising Age (2012), which of the following is the largest global advertising agency network based on worldwide revenues? A) WPP Group B) Interpublic Group C) Omnicom Group D) Dentsu Inc. E) Havas

D) Dentsu Inc.

The United States and ________ are the two top-ranked countries in terms of ad spending across all measured media in 2012. A) the United Kingdom B) France C) Canada D) Japan E) Germany

D) Japan

Which company ranks number one in terms of worldwide ad spending for the year 2011? A) General Motors B) Philip Morris C) Unilever D) Procter & Gamble E) Coca-Cola

D) Procter & Gamble

Tobacco companies in Central Europe face the prospect of tougher marketing and advertisement regulations due to: A) the growing concern about health hazards associated with smoking. B) a dislike of global brands crowding out local brands. C) a desire to return to communist-era policies. D) a desire to comply with EU entry requirements. E) the pressure from neighboring countries.

D) a desire to comply with EU entry requirements

Japan's Fuji Photo Film asked its advertising agency to develop an advocacy campaign for the United States targeted to appeal both to Walmart and to its customers. This is an example of: A) local advertising. B) pattern advertising. C) global advertising. D) advocacy advertising. E) image advertising.

D) advocacy advertising

The significance of tobacco advertising is highlighted by the fact that ________ million people die each year as a direct result of consuming tobacco products. A) two B) three C) four D) five E) six

D) five

A company adopting a(n) ________ approach to worldwide PR activities gives the host-country practitioner maximum leeway to incorporate local customs and practices into the PR effort. A) ethnocentric B) regiocentric C) local D) polycentric E) publicity

D) polycentric

Because advertising is often designed to add ________ value to product or brand, it plays a more important communications role in marketing consumer products than in marketing industrial products. A) social B) monetary C) cultural D) psychological E) emotional

D) psychological

One task of the ________ department is to generate nonpaid forms of communication to foster goodwill among customers and others. A) sales promotion B) global marketing C) headquarters D) public relations E) advertising

D) public relations

Fires and collapsed buildings at garment factories in Bangladesh revived concerns about the global supply chain and the human cost of low-priced goods. This caused ________ for Walmart Corporation in the United States. A) pricing problems B) distribution problems C) sales promotion problems D) public relations problems E) advertising problems

D) public relations problems

Fires caused by faulty lithium-ion batteries on the new 787 Dreamliner resulted in all aircraft being grounded until the problem could be resolved caused ________ for Boeing Corporation in the United States. A) pricing problems B) distribution problems C) sales promotion problems D) public relations problems E) advertising problems

D) public relations problems

The choice between demonstration, slice-of-life, straight sell, and other advertising forms is a matter of: A) the creative strategy. B) the advertising appeal. C) the selling proposition. D) the creative execution. E) the big idea.

D) the creation execution

In the language of global marketing, ________ is the phrase used to describe advertising that represents a middle ground between 100% standardization and 100% localization. A) "stereotype advertising" B) "template advertising" C) "cookie-cutter advertising" D) "compromise advertising" E) "pattern advertising"

E) "pattern advertising"

Landor Associates, a company specializing in brand identity and design, recently determined that ________ has the number one brand-awareness and esteem position in the United States, number two in Japan, and number six in Europe. A) McDonald's B) Toyota C) Sony D) Pepsi E) Coke

E) Coke

In developing countries, such as Ghana, the best way to communicate with market segments may be through: A) mass media. B) written word. C) magazine ads. D) TV ads. E) dance, songs, and storytelling.

E) dance, songs, and storytelling

In selecting an advertising agency, all but one of the following issues should be taken into consideration: A) company organization. B) national responsiveness. C) area coverage. D) buyer perception. E) franchise or company owned status.

E) franchise or company owned status

Even in the face of such tough and growing competition, Adidas still enjoys high brand loyalty among older Europeans. The company recruits young people and pays them to wear Adidas shoes in public. This is an example of: A) local advertising. B) pattern advertising. C) global advertising. D) advocacy advertising. E) image advertising.

E) image advertising

Competitive advertising may impair the effectiveness of the message due to the fact that it may: A) not reach the intended recipient. B) reach the intended recipient but is misunderstood. C) reach the intended recipient and is understood, but the recipient may fail to take action. D) get distorted by noise. E) only be in one language.

E) only be in one language

Standardized print campaigns can be used in all of the following except: A) visual appeal. B) industrial products. C) high-tech consumer products. D) voiceovers TV commercials. E) stereotype advertising.

E) stereotype advertising

A company's efforts to effectively communicate with customers is very important. All of the following are major difficulties which can compromise an organization's attempt to communicate with customers except: A) the message does not reach the intended recipient. B) the message reaches the intended recipient but is misunderstood. C) the message reaches the intended recipient and is understood, but the recipient may fail to take action. D) the message is distorted by noise. E) the message is only in one language.

E) the message is only in one language