Read the case study “Global Communication Strategy”,

Requirements:

Part 1: Summary

Part 2: End of Case Questions

1. Due to differences in culture in different markets, standardized products that are marketed globally will require:

A. A different advertising appeal.

B. A different primary function.

C. Consistent promotional messages.

D. A standardized marketing strategy.

E. Standardized secondary attributes.

2. Cremics, a multinational drug manufacturing company, used a saffron trident in a promotional campaign for one of their drugs in India. The saffron trident, a religious symbol in India was meant to indicate the three levels of efficacy of the drug, but mistakenly conveyed a religious message to Indians. This miscommunication indicates a problem associated with which of the following steps of an international communications process?

A. Encoding

B. Decoding

C. Media channel selection

D. Message transmission

E. Information source selection

3. Janet works for a media agency based in Japan. Janet is helping the IMC manager of Siljure, a French cosmetics company, with the design and language to be used in an upcoming promotional campaign in Japan. The IMC manager knows what to convey but wants to advertise it in a culturally relevant manner. Which step of the IMC process is Janet helping Siljure with?

A. Encoding of the message.

B. Choosing an appropriate channel for the message.

C. Decoding of the message.

D. Providing feedback from customers.

E. Reducing noise from competing ad campaigns.

4. Meta Garbon, a manufacturer of sports bicycles, in a bid to tap the enormous market for bicycles in China promote their cycles as premium sporting and leisure bicycles. They use various cycling legends and sports celebrities as brand ambassadors, and use television, radio, and newspapers as media. Bicycles in China are used mainly by the working class for commutation, and the main users of bicycles did not relate to Meta Garbon's products and the

Promotional campaign was a failure. During which of the following steps of the IMC process did Meta Garbon go wrong?

A. Information source selection.

B. Selection of message channel.

C. Encoding.

D. Decoding.

E. Noise cancellation.

5. Which of the following statements about advertising laws around the world is correct?

A. Advertising of pharmaceuticals is unrestricted in most countries.

B. Toy, tobacco, and liquor advertising is restricted in numerous countries.

C. Advertising on television is unregulated in most countries.

D. The Internet is the only medium where no restrictions exist in any country.

E. Television ads are not taxed by most governments around the world.

6. The only way to avoid linguistic problems in global advertising (communication) is by:

A. Creating an entirely new advertisement for the new market.

B. Using only English in all media promotions.

C. Developing a new version of the product for the new market.

D. In-country testing with the target consumer group.

E. Using facial expressions and physical gestures in the advertisement.

7. Direct mail is an unpopular medium in Chile because:

A. the literacy level in Chile is extremely low.

B. the letter carrier must collect additional postage for every item delivered.

C. it uses paper and hence it is considered as a threat to the environment.

D. its reach is extremely limited.

E. it is subject to complicated government regulations.

8. In the context of media planning and analysis, billboards are especially useful in countries:

A. With high income levels.

B. Where the laws governing the Internet are very complicated.

C. With high illiteracy rates.

D. Where sales promotions are not efficacious.

E. Where people prefer buying in small quantities.

9. To fight counterfeiting, the "Disney Magical Journey" promotion was keyed to mail-in hologram stickers on genuine Disney products. Participants could win Disney DVDs, TV sets, and trips to Hong Kong Disneyland. This is an example of:

A) Promotion of different types for marketing.

B) Promotion of Disney Magical Journey.

C) People in many countries prefer mail-in hologram.

D) "Disney Magical Journey" is popular worldwide.

E) Sales promotion by global marketer.

10. PepsiCo experienced great success in Latin America with its Numeromania contest, which lured consumers by promise of big cash prizes. They used the same contest in Poland successfully. This shows that:

A) Numeromania can be used in different languages.

B) Numeromania can be used in cash starved countries.

C) Leverage experience gained in one country can be used in another country.

D) Economically squeezed consumers love Pepsi.

E) Numeromania helped in developing a taste for Pepsi in both countries.

11. It was found that Malaysians hesitate to use coupons due to the:

A) Lower power distance.

B) Higher uncertainty avoidance.

C) Fear of public embarrassment.

D) Impact of religion.

E) General dislike for coupons.

12. A ban on billboards in Brazil meant they have to come down, and in addition, transit ads on buses and taxis were not allowed. Denied access to traditional outdoor advertising, companies devised a number of alternative ways to communicate with prospective customers. These ways included all of the following except:

A) Citibank used the color blue in much of its advertising.

B) Ads were placed indoors in elevators.

C) Ads were placed in rest rooms and other indoor traffic areas.

D) Ads were placed on buses.

E) Ads were placed using social media or online channels.

13. Landor Associates, a company specializing in brand identity and design, recently determined that ________ has the number one brand-awareness and esteem position in the United States, number two in Japan, and number six in Europe.

A) McDonald's

B) Toyota

C) Sony

D) Pepsi

E) Coke

14. What do Unilever and Procter & Gamble have in common?

A) Revenues at both companies have been hurt by regulations concerning tobacco advertising and promotion.

B) Both companies utilize extension approaches to advertising.

C) Both companies rank high in terms of non-U.S. ad spending.

D) Both companies use a great deal of corporate advertising.

E) Both companies use the same advertising agency.

15. ________ is the phrase global marketers use to describe ads with common design elements into which localized elements are inserted for individual country markets.

A) "Pattern advertising"

B) "Template advertising"

C) "Cookie-cutter advertising"

D) "Model advertising"

E) "Stereotype advertising"

16. In Southern China, McDonald's is careful not to advertise prices with multiple occurrences of the number four because:

A) Prices ending in odd numbers are preferred in China.

B) There is no number four in the Chinese language.

C) The word four is pronounced similar to the word death in Cantonese.

D) Multiple occurrences are considered as unlucky in China.

E) Prices are not included on menus in China.

17. In which country are global marketers likely to encounter the most restrictions on advertising?

A) The United States

B) Japan

C) Saudi Arabia

D) Russia

E) Germany

18. Even in the face of such tough and growing competition, Adidas still enjoys high brand loyalty among older Europeans. The company recruits young people and pays them to wear Adidas shoes in public. This is an example of:

A) Local advertising.

B) Pattern advertising.

C) Global advertising.

D) Advocacy advertising.

E) Image advertising.

19. In developing countries, such as Ghana, the best way to communicate with market segments may be through:

A) Mass media.

B) Written word.

C) Magazine ads.

D) TV ads.

E) Dance, songs, and storytelling.

20. In an advertising message, the original slogan was “Body by Fisher.” The translation

in a foreign market was “Corpse by Fisher.” This would be an example of which of

the following constraints on international promotion?

A) Language barriers.

B) Advertising regulations.

C) Cultural constraints.

D) Local attitudes toward advertising.

E) Poor media infrastructure.

21. In an advertising message, the original slogan was “When I used this shirt, I felt

good.” The translation in a foreign market was “Until I used this shirt, I felt good.”

This would be an example of which of the following types of translation errors?

A) Simple carelessness.

B) Idioms.

C) Local slang.

D) Multiple-meaning words.

E) Incorrect grammar.

22. In Britain, one U.S. advertiser ran a campaign that centered around the slogan

“You can use no finer napkin at your dinner table.” In Britain, some people use the word “napkin” for the word “diapers.” This would be an example of which of the following types of translation errors?

A) Simple carelessness.

B) Idioms.

C) Local slang.

D) Multiple-meaning words.

E) Incorrect grammar.

23. A good case can be made for standardizing an ad campaign in the international marketplace. All of the following would be good, justifiable reasons for standardization EXCEPT:

A) Scale economics.

B) Consistent image.

C) Government regulation.

D) Global consumer segments.

E) Creative talent.

24. Message consistency (an advertising standardization issue) matters a great deal in markets with extensive media overlap or for goods that are sold to “cosmopolitan” customers who travel the globe. The best example of a product or service that fits the above is:

A) Beer.

B) Banking.

C) A beef product.

D) An automobile.

E) Cosmetics.

25. In the domain of advertising, __________________ means that marketers encourage their affiliates to adopt, or at least consider, advertising ideas that have proven successful in other markets. Which of the following standardization benefits applies?

A) Scale economics

B) Consistent image

C) Cross-fertilization

D) Global consumer segments

E) Creative talent

26. When Proctor & Gamble introduced Pantene shampoo in Latin America, it used a spot that was originally produced in Taiwan (only a few minor changes were made to allow for local and cultural differences). This would be an example of which of the following reasons for using standardization in the foreign market?

A) Scale economics

B) Consistent image

C) Cross-fertilization

D) Global consumer segments

E) Creative talent

27. The number one reason for standardizing multinational advertising was to:

A) Take advantage of demographics.

B) Take advantage of cultural similarities between the countries.

C) Capitalize on the fact that the product was standardized.

D) Make full use of a proven successful idea.

E) Create a single brand image in all markets.

28. All of the following are barriers to standardization in international advertising EXCEPT:

A) Cultural differences.

B) Budget.

C) Advertising regulations.

D) Differences in the degree of market development.

E) The “Not Invented Here” syndrome.

29. As an illustration of a barrier to advertising standardization, Ray-Ban had to re-shoot a sunglasses commercial for Malaysia because the original version had Caucasian actors. In Malaysia, ads featuring Caucasians are not allowed. This example would be an example of which of the following barriers to standardization of international advertising?

A) Cultural differences.

B) Budget.

C) Advertising regulations.

D) Differences in the degree of market development.

E) The “Not Invented Here” syndrome.

30. In the ________________ approach, every country subsidiary follows its own course developing its own ads based on what it thinks works best in its market.

A) Host country

B) Home country

C) Foreign

D) Laissez faire

E) Polycentric

31. (a) What situations are conducive to localization of advertising from the viewpoint of the international advertiser?

(b) Examine the Video on Coca Cola Colonization (see Blackboard). Would you consider the Coke’s advertising campaign localized or globalized or something else? Defend your answer. What are your recommendations for Coke with respect to its global advertising?

32. (a) 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.

(b) Examine the Video on Mcdonaldization of the world (see Blackboard). Would you consider the McDonald’s advertising campaign around the world Standardized or Adapted? Defend your answer. What are your recommendations for McDonalds with respect to its global advertising?

33. Examine the Video---Global Advertising Strategy-Harmonization Video--How companies can harmonize their advertising and marketing efforts globally. What are the Take Aways from this Video

34. Examine the separate power point presentation on “Bad Translations PPT” and discuss its relevance to advertising by multinationals such as Ford or P&G around the world markets.

Part 3: Reflection

Part 4: List of Take a ways

Answer rating: 100% (QA)

Part 1 Brief Summary The case study Global Communication Strategy represents facts revolving around communication as an element of global business It starts by giving the fundamental aim of communicat... View the full answer