Question 1

Standardized print campaigns can be used for industrial products or for technology-oriented consumer products such as the Apple iPhone and the iPad.

Accepted Answer

Standardized print campaigns can be used for both industrial products and technology-oriented consumer products, such as Apple's iPhone and iPad.

Question 2

High-end U.S. grocery chain Whole Foods Market does not stock Coke in its stores since its mission is to bring healthy food to the world.

Accepted Answer

Whole Foods Market focuses on selling natural and organic products, which aligns with their mission of promoting health and wellness, and typically does not stock products like Coke that do not meet their ingredient standards.

Question 3

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

Accepted Answer

The kind of brand awareness a company wants to project is identified by buyer perception. It's important for a company to understand how their target audience perceives their brand in order to effectively shape their messaging and marketing strategies. Area coverage, company organization, national responsiveness, and in-house marketing may all be factors that influence brand awareness, but they are not the primary identifier of the kind of brand awareness a company wants to project.

Question 4

There is an ongoing debate between "standardization" versus "adaptation" pertaining to global advertising. Explain how different sides of the arguments fit into the global context.

Accepted Answer

The answer of There is an ongoing debate between "standardization"...

Question 5

The "extension versus adaptation" debate is essentially a debate over "standardized versus localized" advertising.

Accepted Answer

The "extension versus adaptation" debate refers to whether a company should use the same advertising campaign globally (extension) or adapt it to local markets (adaptation). This is essentially a debate over standardized versus localized advertising, where standardized advertising refers to using the same advertising message and creative, while localized advertising involves customizing advertising to specific markets or regions.

Question 6

The country which has a massive potential for cigarette manufacturers is:

Accepted Answer

China has the largest population in the world, with over 1.4 billion people, which presents a massive potential market for cigarette manufacturers. Additionally, smoking is still prevalent in China, despite recent efforts to curb tobacco use, further increasing the potential demand for cigarettes.

Question 7

Ads in a European print campaign for Boeing shared basic design elements, but the copy and the visual elements were localized on a country-by-country basis. This is an example of pattern advertising.

Accepted Answer

Pattern advertising refers to using a consistent visual theme or layout, while adapting the copy and messaging to local markets. The Boeing print campaign using basic design elements but tailored the visuals and copy to each European country is an example of pattern advertising.

Question 8

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

Accepted Answer

In-house marketing and advertising staff provide advantages such as greater control over the marketing process, deep brand knowledge, potentially lower costs compared to hiring an external agency, and the ability to produce a superior product due to this intimate brand knowledge. However, having in-house staff does not inherently provide an advantage in managing global accounts, as this requires specific international expertise and resources that an in-house team may not possess.

Question 9

A global company that has the ability to successfully transform a domestic campaign into a worldwide one or to create a new global campaign from the ground up possesses a critical marketing advantage. Explain this statement in light of the global advertising.

Accepted Answer

The answer of A global company that has the ability...

Question 10

McDonald's global marketing chief staged a competition that included agencies from all over the world. The "I'm lovin' it" tagline was devised by a(n) ________ agency.

Accepted Answer

The "I'm lovin' it" tagline was devised by the German agency Heye & Partner, which won the competition organized by McDonald's global marketing chief.

Question 11

Recently, global companies have embraced a technique known as "pattern advertising" which is analogous to the concept of global product platforms.

Accepted Answer

Global companies have indeed embraced the technique of "pattern advertising" which is similar to the concept of global product platforms. This involves creating a common message or theme that can be adapted and customized to local cultures and markets. Just as global product platforms allow for the efficient production of products that can be tailored to specific regions or markets, pattern advertising allows companies to create a cohesive brand message that can be adapted to various cultural contexts.

Question 12

Most of the agency brands identified among the network agencies are full-service agencies involved in creating advertising as well as other services, such as market research, media buying, and direct marketing.

Accepted Answer

The statement correctly identifies that most of the agency brands among network agencies are full-service agencies that offer various services, including advertising, market research, media buying, and direct marketing.

Question 13

In selecting an advertising agency, all of the following issues should be taken into consideration except:

Accepted Answer

Franchise or company owned status is not typically a relevant factor when selecting an advertising agency. The other options listed - company organization, national responsiveness, area coverage, and buyer perception - are all important considerations.

Question 14

In an effort to push back against social media platforms where fake news has proliferated, more than 100 magazines participated in an advertising campaign designed to raise awareness for the credible and trustworthy editorial environment that print media provide.

Accepted Answer

This statement is true. Over 100 magazines participated in an advertising campaign promoting the credibility and trustworthiness of print media in contrast to the prevalence of fake news on social media platforms.

Question 15

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

Accepted Answer

The answer of What was the reason for McDonald's to...

Question 16

To counteract the negative perception and publicity about Coke, the company launched its own print ad campaign that featured smaller-format cans and bottles.

Accepted Answer

The statement is true. Coke launched a print ad campaign featuring smaller-format cans and bottles as a way to counteract negative perception and publicity.

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

The answer of According to data published by Advertising Age...

Question 18

According to the worldwide revenue figures for 2016, Omnicom Group is the world's largest advertising organization.

Accepted Answer

WPP plc was the world's largest advertising company by revenue in 2016, not Omnicom Group.

Question 19

Google and Facebook now account for more than three-fourths of new online ad spending, and Snapchat is gaining traction as an advertising forum.

Accepted Answer

This statement is true according to recent studies and reports on digital advertising spending. Google and Facebook dominate the online advertising market, while Snapchat is gradually becoming a more popular platform for advertising.

Question 20

According to data published by Advertising Age (2016), which of the following is the largest global advertising organization based on worldwide revenues?

Accepted Answer

According to Advertising Age (2016), WPP Group is the largest global advertising organization based on worldwide revenues, with revenue of $72.6 billion. The other options, Interpublic Group, Omnicom Group, Dentsu Inc., and Havas, have lower worldwide revenues than WPP Group.

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