Global Marketing Management, 8e (Keegan)
Chapter 13 Global Integrated Marketing Communications
1) Direct marketing is an element of the promotion mix.
2) The Internet is a critical component of integrated marketing communications.
3) Billboards are the primary medium vehicle, especially for global firms and global brands
competing on brand attributes.
4) The first company to find a global market for any product is always at a disadvantage over
competitors.
5) Advertising is often designed to add psychological value to a product or brand.
6) Industrial products companies top the list of big global advertising spenders.
7) Global advertising offers companies economies of scale in advertising and improved access to
distribution channels.
8) Coke has the number one brand-awareness and esteem position in the world according to
Interbrand.
9) The overall requirements of effective communication and persuasion are fixed and do not vary
from country to country.
10) Advertisers who follow the localized approach are skeptical of the global-village argument.
11) Proponents of the localization approach to advertising believe that consumer tastes and
preferences are converging worldwide.
12) A localized campaign will result in the substantial benefits of cost savings and increased
control.
13) Standardized global campaigns have the advantage of appeals that focus on the most
important attributes of a product in each nation or culture.
14) According to the 2011 Customer Engagement Report created by Razorfish, traditional word-
of-mouth is one of the most important customer engagement channels.
15) According to the 2011 Customer Engagement Report created by Razorfish, social
networking sites constitute the least important customer engagement channel.
16) According to the 2011 Customer Engagement Report created by Razorfish, real-time chats
with customer service representatives engage customers the best out of all channel categories.
17) In traditional media, such as TV, radio, newspapers and magazines, and even podcasts,
personal interaction is confined to consumption.
18) One of the benefits of curation is that it enables people to experience themselves as
participants.
19) Curation is a stronger engagement vehicle than content creation.
20) Completing an order application is an example of a social engagement.
21) Spotlighting customer-generated negative reviews can be beneficial to the company because
it demonstrates that the company values customer input even if it’s negative.
22) The smartphone is a device that makes use of convergence.
23) Behavioral targeting can be used to create the needed degree of engagement for making a
marketing campaign successful.
24) Personal information such as name and e-mail contact that are provided by customers when
visiting webpages is an example of observed data.
25) Number of page views and time-on-site data are the best indicators of purchase intent.
26) Reaching unique or overlapping markets that have different levels of product awareness
require programming standardization.
27) Experience research is an experience data ecosystem tool used for tracking behavioral and
attitudinal data but not diagnostic data.
28) The successful marketing of expensive and technically complex industrial products requires
a highly trained direct sales force.
29) An advertising copy should be relatively short and should avoid slang or idioms.
30) Recognizing overlaps in the use of languages in many areas of the world helps global
advertisers realize economies of scale.
31) Which of the following refers to placing a sponsored, paid message in a mass medium?
A) public relations
B) advertising
C) inter-process communication
D) accommodation
32) Which of the following requires the heaviest advertising support?
A) consumer goods
B) industrial goods
C) producer goods
D) capital goods
33) ________ companies top the list of big global advertising spenders.
A) B2B
B) Financial services
C) Consumer products
D) Industrial goods
34) In a communication process, an external influence such as competitive advertising that
impairs the effectiveness of an advertising message is referred to as ________.
A) signal fire
B) language barrier
C) information paradox
D) noise
35) Which of the following would proponents of the standardized approach to advertising
support?
A) unifying advertising around the globe
B) adapting campaigns to a country’s culture
C) accepting the global-village argument
D) focusing on a single medium of communication
36) Which of the following is an advantage of localized advertising campaigns compared to
standardized marketing?
A) cost savings
B) increased control over campaigns
C) focus on product attributes relevant for a nation
D) potential creative leverage of a global appeal
37) According to the 2011 Razorfish Customer Engagement Report, the most important reason
for customer engagement across channels and touch points is ________.
A) the consistency with which a company addresses the needs of their suppliers
B) getting needs addressed quickly and efficiently by companies
C) feeling that the companies people deal with are trustworthy
D) the need to feel valued by the companies people do business with
38) According to the 2011 Razorfish Customer Engagement Report, which of the following
channels is the least important for customer engagement?
A) transactional e-mail
B) company websites
C) social networking sites
D) traditional word–of-mouth
39) ________ refers to the act of rating, reviewing, and otherwise passing judgment on content
available in a social setting.
A) Convergence
B) Curation
C) Emulation
D) Configuration
40) Which of the following statements is true of social engagement?
A) An advantage of curation is that it leaves no trace on the Internet.
B) In traditional media, personal interaction is confined to consumption.
C) Content on social networks has a long shelf life.
D) Web-enabled self-service interaction is an example of social engagement.
41) Which of the following statements is true of online reputation management?
A) Mild doses of negative information after exposure to positive information may increase
customers’ positive impression about a product.
B) Developing an online reputation management strategy is an important element to branding
strategy only at the product category level.
C) A reactive approach to online reputation management is better than a proactive approach.
D) Highlighting customer-generated negative reviews is never beneficial for a company.
42) ________ refers to the flow of content across multiple media platforms, the cooperation
between multiple media industries, and the migratory behavior of media audiences who will go
almost anywhere in search of the kinds of entertainment experience they want.
A) Emulation
B) Curation
C) Configuration
D) Convergence
43) ________ is information that is contributed by consumers themselves to databases such as
social media profiles, answers to online surveys or questionnaires, or personal information such
as name and e-mail contact when visiting webpages.
A) Secondary data
B) Declared data
C) Observed data
D) Panel data
44) ________ is collected from website visits where companies data mine points of contact and
interactions such as dates and times of visits, keywords used to find information, and time spent
on selected pages.
A) Observed data
B) Declared data
C) Secondary data
D) Panel data
45) ________ can be expanded to include metrics such as search volume and social intensity as
key performance indicators (KPIs).
A) Panel data
B) Secondary data
C) Declared data
D) Observed data
46) ________ has grown to become the largest online advertising tool, in great part due to its
ability to deliver a targeted message to a potential customer at the most opportune time.
A) Mobile marketing
B) E-mail marketing
C) Search marketing
D) Social networking
47) Which of the following statements is true of web analytics as a tool that inhabits the
experience data ecosystem?
A) They aid in sentiment testing from social media content.
B) They are generally reported at the aggregate level.
C) They can track both the behaviors and attitudes of customers over time.
D) They include techniques such as ethnography and focus group.
48) Which of the following data/tools that inhabit the experience data ecosystem provides purely
diagnostic data and no tracking data?
A) customer experience measurement systems
B) user testing
C) web analytics
D) voice-of-the-customer programs
49) Which of the following dimensions of the customer experience dashboard is used for
sentiment testing and classifying positive or negative customer experience culled from social
media buzz?
A) user testing
B) web analytics
C) experience research
D) social listening
50) Which of the following is true of Japanese creative advertising strategies according to
Tamotsu Kishii?
A) They use humor to create a bond of mutual feelings.
B) They use long, explanatory narrations in television commercials.
C) They place priority on product quality rather than company trust.
D) They prefer direct rather than indirect forms of expression.
51) What are the major difficulties that organizations are likely to face while attempting to
communicate with customers?
52) What is the role of copy writing in advertising?