Question 1

One framework that helps with studying the influence of culture on global
advertising is the cultural classification scheme developed by Geert Hofstede. One
of these constructs is called power distance. Research has shown that ads that
position products or services as status symbols are most likely to be effective in
countries with large power distance.

Accepted Answer

This statement is true. Hofstede's power distance dimension refers to the extent to which people in a culture accept and expect unequal distribution of power. In countries with high power distance, there is a greater acceptance of social hierarchy and status symbols, so ads that position products or services as status symbols are more likely to be effective.

Question 2

Language is not a major barrier in international advertising.

Accepted Answer

Language can be a major barrier in international advertising, as different cultures and regions may have different languages and dialects. It is important for advertisers to take this into account and use appropriate translations and cultural adaptations to effectively reach their target audience.

Question 3

Idioms that use slang from one country to another may inadvertently lead to
embarrassing meanings in the host country.

Accepted Answer

Idioms that use slang from one country may have different meanings in another country, leading to embarrassing or confusing situations. Therefore, it is important to use idioms carefully and be aware of cultural differences.

Question 4

Viral marketing involves the selling of disease-causing agents.

Accepted Answer

Viral marketing is a marketing technique that uses pre-existing social networks to spread awareness and promote a product or service. It has nothing to do with selling disease-causing agents. The term "viral" refers to the way in which the message or content is disseminated rapidly through online sharing and word of mouth.

Question 5

The goal of ________________________________ is to coordinate mass advertising, sponsorships, sales promotions, packaging, point-of-purchase displays,
And so forth.
A) integrated marketing communications
B) integrated horizontal communications
C) integrated vertical communications
D) global communications
E) synergistic communications

Accepted Answer

The goal described encompasses all aspects of integrated marketing communications, which involves coordinating various communication channels and promotional activities to create a unified and consistent message for the target audience. Integrated horizontal and vertical communications refer to internal communication structures within an organization and do not encompass external marketing activities. Global communications may involve similar activities, but the given description does not explicitly mention an international scope. Synergistic communications is a vague term that does not accurately reflect the specific goal described.

Question 6

One can identify three different types of _______________________: simple carelessness, multiple-meaning words, and idioms.

Accepted Answer

The answer of One can identify three different types of...

Question 7

One framework that helps with studying the influence of culture on global
advertising is the cultural classification scheme developed by Geert Hofstede.
The value system construct that refers to the extent that people within the culture
prefer structured situations with clear-cut rules and little ambiguity is called
__________________.

Accepted Answer

The answer of One framework that helps with studying the...

Question 8

Language barriers can occur through translation problems. If the original slogan
was "Body by Fisher" and the translation was "Corpse by Fisher," the problem with
translation was probably due to a problem idiom.

Accepted Answer

The answer of Language barriers can occur through translation problems....

Question 9

Language barriers can occur through translation problems. The most common of
these translation difficulties are due to ____________________ , multiple-meaning
words, and idioms.

Accepted Answer

The answer of Language barriers can occur through translation problems....

Question 10

With respect to budget forms that can be used in advertising, the ________________
method simply sets the overall advertising budget as a percentage of sales.

Accepted Answer

The answer of With respect to budget forms that can...

Question 11

With respect to advertising, probably the trickiest of the cultural barriers centers
around the host country's religion.

Accepted Answer

The host country's religion can greatly impact what types of advertising are acceptable and effective. Failing to take this into consideration can result in offending or alienating potential customers.

Question 12

One framework that helps with studying the influence of culture on global
advertising is the cultural classification scheme developed by Geert Hofstede.
The value system construct that refers to the degree of inequality that is seen as
acceptable within the country is called ________________.

Accepted Answer

The answer of One framework that helps with studying the...

Question 13

Trade shows in Europe:
A) are about more than just business.
B) are exactly the same as in the U.S.
C) never serve refreshments or meals.
D) might be much larger than American shows.
E) both A and D

Accepted Answer

Trade shows in Europe are not just about business, they often include cultural and social events. Additionally, trade shows in Europe can be much larger than their American counterparts.

Question 14

In the percentage of sales method, the overall advertising budget is based on either
past or expected sales revenues.

Accepted Answer

This method involves setting a fixed percentage of sales revenue as the advertising budget. Thus, the overall advertising budget is based on past or expected sales revenues.

Question 15

One obvious cure for misinterpreted meanings of advertising slogans in foreign
countries is to reduce the usage of slogans.

Accepted Answer

Reducing the usage of slogans is not the only cure for misinterpreted meanings of advertising slogans in foreign countries. Other possible solutions include conducting market research, using culturally sensitive language, and consulting with native speakers or local advertising agencies.

Question 16

Ad campaigns that center around the hard-sell approach (such as testimonials) are
advisable for cultures with high uncertainty avoidance such as the United States.

Accepted Answer

The United States is considered to have low uncertainty avoidance, meaning it is more open to risk and ambiguity, making hard-sell approaches less effective.

Question 17

Which of the following does NOT describe mobile marketing?
A) It refers to ads on the sides of trucks and buses.
B) Mobile marketing cannot interact with consumers.
C) It fosters top-of-mind brand awareness.
D) It increases customer involvement.
E) Both A and B

Accepted Answer

Mobile marketing involves digital ads on mobile devices, not physical ads on vehicles, and it can interact with consumers through apps and messages.

Question 18

In the competitive parity rule, advertisers do not use competitors' advertising spending as a benchmark.

Accepted Answer

In the competitive parity rule, advertisers often use their competitors' advertising spending as a benchmark to determine their own advertising budget, aiming to maintain parity or competitive equality in the marketplace.

Question 19

In a modern sense, the goal of many MNCs is to pursue a(n)________________ program. In this program, coordination of all communication vehicles would take
Place. Key ideas would be communicated in a unified manner.
A) vertical communications
B) horizontal communications
C) integrated marketing communications
D) global communications
E) synergistic communications

Accepted Answer

Integrated marketing communications is the approach where all communication channels are coordinated to enhance the consistency of messages, brand image, and customer experience. It involves using various media channels such as advertising, public relations, personal selling, direct marketing, and social media to deliver a unified and compelling message to the target audience. This approach helps MNCs to communicate their messages effectively across different markets and cultures while maintaining consistency and clarity.

Question 20

A __________________________________ program goes one step further since it is a system of active promotional management that strategically coordinates global
Communications in all of its component parts both horizontally (country-level) and
Vertically (promotion tools).
A) vertical communications
B) horizontal communications
C) globally integrated marketing communications
D) global communications
E) synergistic communications

Accepted Answer

The term "globally integrated marketing communications" describes a program that coordinates global communications both horizontally (country-level) and vertically (promotion tools). This program goes beyond just communication strategies and actively manages promotional efforts in multiple regions or markets. Therefore, C is the best choice.

Quiz 13: Global Communication Strategies

Language is not a major barrier in international advertising.

Idioms that use slang from one country to another may inadvertently lead to embarrassing meanings in the host country.

Viral marketing involves the selling of disease-causing agents.

The goal of ________________________________ is to coordinate mass advertising, sponsorships, sales promotions, packaging, point-of-purchase displays, And so forth.

One can identify three different types of _______________________: simple carelessness, multiple-meaning words, and idioms.

Language barriers can occur through translation problems. If the original slogan was "Body by Fisher" and the translation was "Corpse by Fisher," the problem with translation was probably due to a problem idiom.

Language barriers can occur through translation problems. The most common of these translation difficulties are due to ____________________ , multiple-meaning words, and idioms.

With respect to budget forms that can be used in advertising, the ________________ method simply sets the overall advertising budget as a percentage of sales.

With respect to advertising, probably the trickiest of the cultural barriers centers around the host country's religion.

One framework that helps with studying the influence of culture on global advertising is the cultural classification scheme developed by Geert Hofstede. The value system construct that refers to the degree of inequality that is seen as acceptable within the country is called ________________.

Trade shows in Europe:

In the percentage of sales method, the overall advertising budget is based on either past or expected sales revenues.

One obvious cure for misinterpreted meanings of advertising slogans in foreign countries is to reduce the usage of slogans.

Ad campaigns that center around the hard-sell approach (such as testimonials) are advisable for cultures with high uncertainty avoidance such as the United States.

Which of the following does NOT describe mobile marketing?

In the competitive parity rule, advertisers do not use competitors' advertising spending as a benchmark.

In a modern sense, the goal of many MNCs is to pursue a(n) ________________ program. In this program, coordination of all communication vehicles would take Place. Key ideas would be communicated in a unified manner.

A __________________________________ program goes one step further since it is a system of active promotional management that strategically coordinates global Communications in all of its component parts both horizontally (country-level) and Vertically (promotion tools) .