International Marketing

Global Marketing, 6e (Keegan/Green)

Chapter 13 Global Marketing Communications Decisions I: Advertising and Public Relations

1) The environment in which marketing communications programs and strategies are implemented remains the same among countries.

Answer: FALSE

Diff: 2 Page Ref: 397

AACSB: Reflective Thinking

2) McDonald's "I'm lovin' it" theme is a good example of global advertising.

Answer: TRUE

Diff: 2 Page Ref: 397

AACSB: Reflective Thinking

3) The globalization of coffee culture has created market opportunities for companies such as Starbucks.

Answer: TRUE

Diff: 2 Page Ref: 398

AACSB: Reflective Thinking

4) "Globalness" of consumer products companies such as P&G, Unilever, and Nestlé can be inferred from the proportion of advertising expenditures outside the home-country markets.

Answer: TRUE

Diff: 2 Page Ref: 398

AACSB: Reflective Thinking

5) According to data published by Advertising Age in 2007, Proctor & Gamble ranks # 1 in worldwide advertisement spending.

Answer: TRUE

Diff: 2 Page Ref: 399

6) The "extension versus adaptation" debate is essentially a debate over "standardized versus localized" advertising.

Answer: TRUE

Diff: 2 Page Ref: 399-400

AACSB: Reflective Thinking

7) Recently, global companies have embraced a technique known as "pattern advertising."

Answer: TRUE

Diff: 2 Page Ref: 401

AACSB: Reflective Thinking

8) As a practical matter, marketing managers may choose to run both global and local ads rather than adopt an "either/or" stance.

Answer: TRUE

Diff: 2 Page Ref: 401

AACSB: Reflective Thinking

9) The "localized" versus "standardized" debate pertaining to global advertising has finally been resolved in favor of standardization.

Answer: FALSE

Diff: 2 Page Ref: 400-401

AACSB: Reflective Thinking

10) Standardized print campaigns can be used for industrial products or for technology- oriented consumer products such as Apple iPhone.

Answer: TRUE

Diff: 3 Page Ref: 401...