Which of the following statements regarding planning a global advertising strategy is true?
A) The problem of managing brand consistency is largely responsible for limiting most global marketing objectives to awareness and recall.
B) The globalization/localization debate is really about budgeting.
C) It is not advantageous to conduct research in each international market that is entered.
D) Consumer buying motivations are basically the same in every country.
E) The execution of a global campaign is no more complex than executing a national plan.

Question

Quizplus · Accepted Answer

Managing brand consistency across different markets and cultures can be a challenge, which sometimes limits the objectives to awareness and recall rather than more specific behaviors like purchase or loyalty. This is due to the need for a consistent brand image globally.

Which of the Following Statements Regarding Planning a Global Advertising