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Exam 13: Global Communication Strategies

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Question 1

Multiple Choice

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In an advertising message, the original slogan was "Body by Fisher." The translation in a foreign market was "Corpse by Fisher." This would be an example of which of the following constraints on international promotion?

A) language barriers
B) advertising regulations
C) cultural constraints
D) local attitudes toward advertising
E) poor media infrastructure

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Question 2

Multiple Choice

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With _____, the key elements (e.g., the theme, core values, and slogan) of the advertisements are the same across countries.However, some flexibility is allowed for language (e.g., local voice-over) and cultural barriers.

A) export advertising
B) laissez faire approach
C) DIY advertising
D) centralized advertising
E) prototype standardization

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Question 3

True/False

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Personal selling is above-the-line communication.

Viral marketing involves the selling of disease-causing agents.

One framework that helps with studying the influence of culture on global advertising is the cultural classification scheme developed by Dutch researcher Geert Hofstede.All of the following are dimensions of a value system used in the cultural classification scheme except:

With concept cooperation, headquarters spell out guidelines on the positioning themes and brand identity.

With _____, headquarters spells out guidelines on the positioning theme (platform) and the brand identity to be used in the ads.Worldwide brand values are mapped out centrally.Responsibility for the execution, however, is left largely to the local affiliates and/or ad agencies.

Shoppers in Europe redeem far fewer coupons than their counterparts in the United States.

Another term to describe the portfolio of media choices (and variations within those choices) is called:

Companies that sell the same product in multiple markets need to establish to what degree their advertising campaign should be standardized.

All of the following are language barriers that can be identified as typical international translation errors except:

Trade shows are also called _____.

With prototype standardization, _____ spell out guidelines on the positioning theme.

Worldwide, advertising spending in 2018 exceeded $75 for every man, woman, and child on the planet.

Nestle used an ad for Taster's Choice coffee originally developed in the U.K.as its campaign in the U.S., with some minor changes to reflect actors and speech.This would be an example of which of the following reasons for using standardization in the foreign market?

With bottom-up budgeting, each country subsidiary independently determines how much should be spent within its market and then requests the desired resources from headquarters.

Infomercial marketers now have access to over one-half of Japanese consumers.Which of the following trends would be most representative or closely associated with the above fact?

Celebrity endorsements are not well received in China.

As an illustration of a barrier to advertising standardization, Ray-Ban had to re-shoot a sunglasses commercial for Malaysia because the original version had Caucasian actors.In Malaysia, ads featuring Caucasians are not allowed.This example would be an example of which of the following barriers to standardization of international advertising?

There are at least five ways to say "tires" in Spanish.