Question 1

One of the issues facing advertisers is which medium or media to use when communicating with global target markets.Discuss how these media differ from country to country,giving examples.

Accepted Answer

The answer of One of the issues facing advertisers is...

Question 2

Much academic research has been devoted to the impact of culture on advertising.Researcher Tamotsu Kishii identified seven characteristics that distinguish between Japanese and American creative strategy.Briefly describe those characteristics.

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The answer of Much academic research has been devoted to...

Question 3

Considering the fact that the "message" is at the heart of advertising,discuss how creative strategy and different types of appeals can be created in global advertising.

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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

Understanding the target audience's buying motives is crucial in creating an effective advertising appeal, as it ensures the message resonates with the audience's values, needs, and preferences, leading to a more successful global advertising campaign.

Question 5

Food is a product category most likely to exhibit cultural sensitivity.Using Heinz ketchup as an example,discuss how the company has used its advertising taking into account cultural sensitivities in different parts of the world.

Accepted Answer

The answer of Food is a product category most likely...

Question 6

Partial nudity and same-sex couples are seldom seen in ads in Latin America and Europe.

Accepted Answer

Partial nudity and same-sex couples are more commonly seen in advertisements in Europe, and increasingly in Latin America, reflecting more liberal attitudes towards sexuality and diversity in these regions compared to other parts of the world.

Question 7

When photographing a couple entering a restaurant or theater,women should be shown preceding the man in Germany and France.

Accepted Answer

In traditional etiquette, particularly in Europe, the man is usually shown preceding the woman when entering a restaurant or theater to suggest politeness and protection.

Question 8

Arabic ads contain more price information,and are more likely to include comparative appeals than U.S.ads.

Accepted Answer

The answer of Arabic ads contain more price information,and are...

Question 9

Which of the following is true about advertising expenditures in Germany and Brazil?

Accepted Answer

Television is the leading advertising medium in Brazil due to its wide reach and popularity among the population. In Germany, newspapers have traditionally held a strong position in the advertising market, reflecting the country's high newspaper readership rates and the trust placed in print media.

Question 10

The challenge of encoding and decoding slogans and taglines in different national and cultural contexts can lead to unintentional errors.

Accepted Answer

When slogans and taglines are translated or adapted for different national and cultural contexts, nuances in language and cultural references can lead to misunderstandings or unintended meanings, making the process challenging.

Question 11

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

Accepted Answer

Corporate advertising is used by companies to manage their image and communicate their message directly to the public, compensating for the lack of control over media narratives.

Question 12

Why is the "big idea" easier to illustrate than define? Explain the importance of big ideas in advertising strategy.

Accepted Answer

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Question 13

In Japan,intimate scenes between men and women are in bad taste,and in Saudi Arabia,such ads are outlawed.

Accepted Answer

In Japan, while not necessarily in "bad taste," there is a cultural tendency towards modesty and discretion in public portrayals of intimacy, leading to less explicit content in advertisements compared to some Western countries. In Saudi Arabia, due to conservative cultural and religious norms, laws are much stricter regarding public displays of affection, and such content in advertisements is indeed outlawed or heavily censored.

Question 14

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

Accepted Answer

Benetton's "United Colors of Benetton" campaigns were known for their striking and often controversial images, which generated significant media attention and public discussion.

Question 15

The way a product's appeal or proposition is presented is called the "selling proposition."

Accepted Answer

The correct term is "unique selling proposition" (USP), which refers to the unique benefit exhibited by a company, service, product, or brand that enables it to stand out from competitors.

Question 16

In China,McDonald's is careful not to advertise prices with multiple occurrences of the number 4 since,in Cantonese,the pronunciation of the word "four" sounds similar to that of the word "death."

Accepted Answer

In Chinese culture, the number 4 is considered unlucky because it is nearly homophonous to the word for "death" (死 sǐ). Therefore, businesses, including McDonald's in China, often avoid using the number 4 in prices, phone numbers, and floor numbers to avoid bad luck.

Question 17

In Greece,ads show ketchup pouring over pasta,eggs,and cuts of meat.This is an example which shows that ketchup is the product category most likely to elicit cultural sensitivity.

Accepted Answer

Cultural sensitivity in advertising often relates to deeper values, traditions, or religious beliefs. The use of ketchup on various foods does not typically touch upon these sensitive cultural aspects but rather reflects regional culinary preferences.

Question 18

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

Accepted Answer

The public relations department is responsible for generating nonpaid forms of communication, such as press releases, social media posts, and events, to foster goodwill among customers and the public.

Question 19

What do Ford Motor Company,Coca-Cola,Nike,and McDonald's all have in common?

Accepted Answer

These companies have all received a significant amount of negative publicity in recent years for various reasons, ranging from environmental concerns to labor practices.

Question 20

U.S.advertisements contain more ________ information,and are more likely to include comparative appeals than Arabic ads.

Accepted Answer

U.S. advertisements often focus more on price information, highlighting discounts, deals, and comparative pricing, which is less common in Arabic ads that may focus more on other aspects like product quality or emotional appeal.

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