Multiple Choice
Identify the
choice that best completes the statement or answers the question.
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1.
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When planning international advertising, managers must be careful to avoid
reference to one's own cultural values or experiences known as:
a. | global misunderstanding. | b. | international barriers. | c. | the self-reference
criterion. | d. | geocentrism. |
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2.
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In the past, a great deal of international advertising carried out by U.S.
advertisers:
a. | focused on functional features. | b. | was nothing more than translations of domestic
advertising. | c. | played on the emotions of consumers from underdeveloped
economies. | d. | highlighted U.S. sports heroes. |
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3.
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A company decides to expand distribution of its brand of spaghetti sauce to
several foreign markets. Optimally, market research should:
a. | emphasise the use of secondary sources. | b. | be performed in each
country the company is expanding into. | c. | be performed until there appear to be
consistent results between countries. | d. | emphasise the use of self-reference
criteria. |
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4.
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When a company breaks the world into three classes of economic conditions, it
does so because:
a. | tastes and preferences tend to be similar within economic
classes. | b. | cultures in newly industrialised countries are often easier to
understand. | c. | values tend to be similar within economic classes. | d. | it helps define the
economic capabilities of consumers. |
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5.
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Enduring beliefs about what is important to the members of a culture are
____.
a. | rituals | b. | customs | c. | attitudes | d. | values | e. | passions |
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6.
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Less-developed countries typically buy more ____ products than ____
products.
a. | food; clothing | b. | consumer; business | c. | clothing;
food | d. | business; consumer |
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7.
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One of the most devastating mistakes an advertiser can make is to presume that
consumers in one culture have the same ____ as those of another culture.
a. | rituals | b. | product uses | c. | income | d. | demographics | e. | psychographics |
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8.
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In many international media markets, advertising rates are:
a. | subject to negotiation. | b. | fixed | c. | not
known | d. | standardised | e. | predictable |
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9.
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The term localised campaign refers to:
a. | presenting the same creative execution to specific local markets. | b. | using local agencies
to prepare advertisements. | c. | using different creative executions in
different markets. | d. | producing a campaign in the same area in which
it will be run. |
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10.
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In today's advertising environment, conditions for globalised campaigns
have become:
a. | impossible. | b. | less favourable | c. | more
favourable | d. | unpredictable | e. | questionable |
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