The global name for the Microsoft operating system Vista turned out to be a disparaging term for a frumpy old woman in Latvia.Microsoft had to adjust the name.This is an example of the need for ________ in international advertising campaigns.
A)adaptation
B)standardization
C)centralization
D)decentralization
E)bottom-up creativity

Question

Quizplus · Accepted Answer

This situation shows the need for adaptation in international advertising campaigns as the original name for the operating system had a negative connotation in a specific culture. Adapting the name was necessary to avoid negative associations and communicate effectively in the local market. Standardization would not have worked in this case as the same name would not be appropriate in all cultures. Centralization and decentralization refer to organizational structures, and bottom-up creativity is not directly relevant to this situation.

The Global Name for the Microsoft Operating System Vista Turned