Test 3 Chapter 13

Question 1

IMC

Answer 1

Integrated Marketing Communications (IMC) is becoming more popular because of the challenges of communicating across national borders

Question 2

global advertising

Answer 2

Advertising is any sponsored, paid message that is communicated in a non-personal way
Single country
Regional
Global

Global advertising is the use of the same advertising appeals, messages, art, copy, photographs, stories, and video segments in multiple country markets

Question 3

standardization vs. adaptation- Primary issue

Answer 3

Primary Issue

Must the specific advertising message and media strategy be changed from region to region or country to country?

Question 4

standardization vs. adaptation- difficulty 1

Answer 4

The message may not get through to the intended recipient.

Question 5

standardization vs. adaptation- difficulty 2

Answer 5

The message may reach the target audience but may not be understood or may even be misunderstood.

Question 6

standardization vs. adaptation- difficulty 3

Answer 6

The message may reach the target audience and may be understood but still may not induce the recipient to take the action desired by the sender.

Question 7

standardization vs. adaptation- difficulty 4

Answer 7

The effectiveness of the message can be impaired by noise.

Question 8

pattern advertising

Answer 8

A middle ground between 100% standardization and 100% adaptation
A basic pan-regional or global communication concept for which copy, artwork, or other elements can be adapted as required for individual countries

Question 9

Advertising Appeal- Rational approach

Answer 9

Depend on logic and speak to the consumer’s intellect; based on the consumer’s need for information

Question 10

Advertising Appeal- Emotional approach

Answer 10

Tugs at the heartstrings or uses humor

Question 11

selling proposition

Answer 11

The promise or claim that captures the reason for buying the product or the benefit that ownership confers

Question 12

Think & Feel country clusters

Answer 12

see slide

Question 13

media decisions-Arab Countries

Answer 13

Use of comparative advertising claims is prohibited
Non-censored films cannot be advertised
Women’s appearance must be in a decent manner that ensures feminine dignity
Women must wear a long suitable dress which fully covers her body except face and palm

Question 14

Europe and Asia, public relations- tools

Answer 14

Limited TV ads in Sweden, Norway, and Denmark
No advertising to children under 12 in Sweden where spending on print media is 3 times higher than TV
India has 300 daily newspapers that cost about a dime. India lacks cable TV service; 1 out of 4 Indians have Internet access
Moscow commuters spend hours in traffic with little time for newspapers or TV

Question 15

Advertising as a PR Function- Corporate advertising

Answer 15

Compensates for lack of control over publicity

Calls attention to the company’s other communication efforts

Question 16

Advertising as a PR Function- Image advertising

Answer 16

Enhances the public’s perception, creates goodwill

Question 17

Advertising as a PR Function- Advocacy advertising

Answer 17

Presents the company’s point of view on a particular issue