Question 1

The words that are the spoken or written communication elements in advertisements are known as:

Accepted Answer

A)   copy.
B)   manuscript.
C)   idea.
D)   script.
E)   writings.F) A) and D)
G) All of the above

Question 2

Benetton's striking print and outdoor advantage campaigns keyed to the "United Colors of Benetton" generated both controversy and widespread media attention.

Accepted Answer

A) True 
 B)False

Question 3

Advocacy advertising enhances the public's perception of a company, creates goodwill, or announces a major change.

Accepted Answer

A) True 
 B)False

Question 4

When creating global advertising, it is important to remember that the "advertising appeal" should be based on the agency's understanding of the target audience's buying motives.

Accepted Answer

A) True 
 B)False

Question 5

The advantages of using in-house marketing and advertising staff include all of the following except:

Accepted Answer

A)   greater control.
B)   superior product.
C)   brand knowledge.
D)   lower cost.
E)   global accounts.F) A) and D)
G) All of the above

Question 6

How do the public relations differ around the world? Explain giving examples to show the importance of public relations for a global company.

Accepted Answer

Cultural traditions, social and politica...

Question 7

Companies that are centralized typically allow managers at the local subsidiary to make ad agency selection decisions.

Accepted Answer

A) True 
 B)False

Question 8

Which of the following product category/company pairings best illustrates the concept of "product cultures"?

Accepted Answer

A)   earth-moving equipment/Caterpillar
B)   personal hygiene/Procter & Gamble
C)   coffee bars/Starbucks
D)   batteries/Duracell
E)   automobiles/FordF) B) and C)
G) A) and E)

Question 9

The kind of brand awareness a company wants to project is identified by:

Accepted Answer

A)   area coverage.
B)   buyer perception.
C)   company organization.
D)   national responsiveness.
E)   in-house marketing.F) C) and D)
G) D) and E)

Question 10

Generally speaking, a company has little control over media. To compensate for this lack of control, many companies utilize:

Accepted Answer

A)   image advertising.
B)   advocacy advertising.
C)   corporate advertising.
D)   TV advertising.
E)   radio advertising.F) B) and C)
G) A) and D)

Question 11

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.

Accepted Answer

A)   ethnocentric
B)   regiocentric
C)   local
D)   polycentric
E)   publicityF) D) and E)
G) A) and D)

Question 12

In December 2012, Australia implemented some of the world's most stringent antismoking regulations which included a ban on brand logos and prominent placement of graphic photographic images of smoking-related illnesses and disfigurement on cigarette packs.

Accepted Answer

A) True 
 B)False

Question 13

What was the reason for McDonald's to pull out advertising business from Leo Burnett?

Accepted Answer

In 2016, McDonald's pulled much of its a...

Question 14

Because of its size and presence in more than 200 countries, the Coca-Cola Company is often the target of anti-globalization protests. Giving examples, show how negative publicity affects global marketers.

Accepted Answer

A large group of Indian protestors prote...

Question 15

One task of the ________ department is to generate nonpaid forms of communication to foster goodwill among customers and others.

Accepted Answer

A)   sales promotion
B)   global marketing
C)   headquarters
D)   public relations
E)   advertisingF) B) and E)
G) A) and B)

Question 16

Pinterest began selling ads in 2015. In 2017, as part of an effort to differentiate the company from Facebook, Google, Instagram, Snapchat, and Twitter, Silbermann's team launched its first print brand campaign.

Accepted Answer

A) True 
 B)False

Question 17

According to data published by Advertising Age (2017) , which of the following is the largest global advertising agency network based on worldwide revenues?

Accepted Answer

A)   Young & Rubicam Group (WPP) 
B)   Accenture
C)   Deloitte Digital
D)   Dentsu Inc.
E)   PwC DigitalF) All of the above
G) C) and E)

Question 18

When the subheads and body copy of an advertisement are localized, not simply translated, it is an example of:

Accepted Answer

A)   local advertising.
B)   global advertising.
C)   pattern advertising.
D)   advocacy advertising.
E)   stereotype advertising.F) B) and C)
G) A) and E)

Question 19

What issues must be considered in selecting an advertising agency for global advertising?

Accepted Answer

Care should be taken in selecting advert...

Question 20

Which company ranked number one in terms of ad spending in Europe in 2016?

Accepted Answer

A)   General Motors
B)   Philip Morris
C)   Nestlé
D)   Procter & Gamble
E)   Coca-ColaF) A) and D)
G) B) and E)

Exam 13: Global Marketing Communications Decisions I: Advertising and Public Relations

In December 2012, Australia implemented some of the world's most stringent antismoking regulations which included a ban on brand logos and prominent placement of graphic photographic images of smoking-related illnesses and disfigurement on cigarette packs.

Correct AnswerverifiedShow Answer

What was the reason for McDonald's to pull out advertising business from Leo Burnett?

Correct AnswerverifiedIn 2016, McDonald's pulled much of its a...View AnswerShow Answer

Pinterest began selling ads in 2015. In 2017, as part of an effort to differentiate the company from Facebook, Google, Instagram, Snapchat, and Twitter, Silbermann's team launched its first print brand campaign.

Correct AnswerverifiedShow Answer

When creating global advertising, it is important to remember that the "advertising appeal" should be based on the agency's understanding of the target audience's buying motives.

Correct AnswerverifiedShow Answer

The words that are the spoken or written communication elements in advertisements are known as:

Correct AnswerverifiedShow Answer

Generally speaking, a company has little control over media. To compensate for this lack of control, many companies utilize:

Correct AnswerverifiedShow Answer

Which of the following product category/company pairings best illustrates the concept of "product cultures"?

Correct AnswerverifiedShow Answer

One task of the ________ department is to generate nonpaid forms of communication to foster goodwill among customers and others.

Correct AnswerverifiedShow Answer

Which company ranked number one in terms of ad spending in Europe in 2016?

Correct AnswerverifiedShow Answer

How do the public relations differ around the world? Explain giving examples to show the importance of public relations for a global company.

Correct AnswerverifiedCultural traditions, social and politica...View AnswerShow Answer

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.

Correct AnswerverifiedShow Answer

What issues must be considered in selecting an advertising agency for global advertising?

Correct AnswerverifiedCare should be taken in selecting advert...View AnswerShow Answer

The advantages of using in-house marketing and advertising staff include all of the following except:

Correct AnswerverifiedShow Answer

Advocacy advertising enhances the public's perception of a company, creates goodwill, or announces a major change.

Correct AnswerverifiedShow Answer

The kind of brand awareness a company wants to project is identified by:

Correct AnswerverifiedShow Answer

According to data published by Advertising Age (2017) , which of the following is the largest global advertising agency network based on worldwide revenues?

Correct AnswerverifiedShow Answer

Because of its size and presence in more than 200 countries, the Coca-Cola Company is often the target of anti-globalization protests. Giving examples, show how negative publicity affects global marketers.

Correct AnswerverifiedA large group of Indian protestors prote...View AnswerShow Answer

Benetton's striking print and outdoor advantage campaigns keyed to the "United Colors of Benetton" generated both controversy and widespread media attention.

Correct AnswerverifiedShow Answer

When the subheads and body copy of an advertisement are localized, not simply translated, it is an example of:

Correct AnswerverifiedShow Answer

Companies that are centralized typically allow managers at the local subsidiary to make ad agency selection decisions.

Correct AnswerverifiedShow Answer

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In 2016, McDonald's pulled much of its a...
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Cultural traditions, social and politica...
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Care should be taken in selecting advert...
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A large group of Indian protestors prote...
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