Chapter 19 – International Advertising and Promotion
71. (p. 662) Complete _____ of international advertising is likely when market and media
conditions are similar from one country to another, when the company has only one or a few
international agencies handling all of its advertising, when the company can use standardized
advertising, or when it desires a consistent image worldwide.
72. (p. 662) Automated Logic Systems manufactures high-tech building automation systems and
sells them to Latin American and Asian buyers. The company has decided to use _____ and
make all major strategy and budgeting decisions at the home office.
Chapter 19 – International Advertising and Promotion
73. (p. 662) Allise Industries manufactures and exports copper wiring to markets all over the
world. It has adopted an advertising organizational structure in which its managers in each
country or region have the authority to make decisions for their market. Allise Industries has a
_____ organizational structure.
74. (p. 662) In planning advertising for the 2008 Olympics, international travel agencies
discovered they needed to use different ad campaigns to appeal to travelers from different
countries. Americans wanted a trip that allowed them to have an extended stay. Japanese
travelers went to attend specific events and wanted to return home as soon as the events were
over. Global travel agencies gave the managers of their foreign offices the authority to
develop country-appropriate advertising. This is an example of how a _____ advertising
organizational structure works.
Chapter 19 – International Advertising and Promotion
75. (p. 662) In which of the following cases would centralization of the advertising function be a
disadvantage?
76. (p. 663) For its international advertising, Levi Strauss & Co. uses an organizational approach
in which a vice president of global marketing who oversees the company’s marketing program
in 60 countries but still provides autonomy to local and regional marketing directors. This is
an example of a:
Chapter 19 – International Advertising and Promotion
77. (p. 663) When beginning an international marketing campaign, many American companies
prefer to use an international ad agency based in the U.S. with foreign offices in other
countries. This is because:
78. (p. 664) Why are global marketers consolidating their advertising into one agency?
Chapter 19 – International Advertising and Promotion
79. (p. 665) Marketers who think it is important to have advertising done by an agency that has a
very good understanding of each international market in which it sells its products are likely
to use a(n):
80. (p. 665) When Campbell’s introduced its condensed soup in Great Britain it made no changes
to the product as we know it in the U.S. The British, however, thought the soup was expensive
and in very small cans—they were unaware of the need to add water. When this campaign
was developed, Campbell’s undoubtedly did not use:
Chapter 19 – International Advertising and Promotion
81. (p. 665) In the United States, people with golden tans are generally seen as attractive and
possibly even well-to-do. However, in other countries, such as the Philippines, suntans are
indicative of laborers and underprivileged people. A U.S. company planning on marketing a
line of tanning lotions, bronzing creams, and salves for sunburns globally realizes it is
important to select an advertising agency that truly understands each foreign market. The
company should:
82. (p. 666) The primary reason many companies do not conduct advertising research in
international markets is due to:
Chapter 19 – International Advertising and Promotion
83. (p. 666) During a World Cup soccer match, both McDonald’s and Coca-Cola made the
mistake of reprinting the Saudi Arabia flag, which includes sacred words from the Koran, on
disposable packaging used in promotions. The uproar over this misuse of a cultural symbol
forced a recall of the offending items. _____ could have prevented this recall.
84. (p. 666) The U.S. federal government agency that works closely with U.S. companies to help
them sell their products and services to foreign markets is the:
Chapter 19 – International Advertising and Promotion
85. (p. 666) Which of the following types of marketing information would be most difficult to
find in foreign markets, especially in developing countries?
86. (p. 666) The _____ is an annual report that provides demographic and economic data on
more than 200 countries.
Chapter 19 – International Advertising and Promotion
87. (p. 667) Which of the following statements about making creative decisions for international
advertising is true?
88. (p. 667) If advertisers use a ____, the agency will know that humorous advertising appeals
are popular in the United Kingdom but German consumers do not respond well to them.
Chapter 19 – International Advertising and Promotion
89. (p. 667) When companies follow a ____, the creative team must determine what type of
selling idea, ad appeal, and execution style will work in each market.
90. (p. 671) Time Inc., has launched new editions of Sports Illustrated and InStyle in China;
People and Sports Illustrated in India; Fortune in Korea; and InStyle in Thailand. Which of
the following is true for advertisers in these magazines?
Chapter 19 – International Advertising and Promotion
91. (p. 672) Sales promotion is growing in international markets due to:
92. (p. 672) Unlike advertising, which can be conducted on a global basis, sales promotion:
Chapter 19 – International Advertising and Promotion
93. (p. 672) Which of the following statements about the use of advertising and sales promotion
in international markets is true?
94. (p. 672) Which of the following statements about international sales promotions is true?
Chapter 19 – International Advertising and Promotion
95. (p. 673) In many countries, sales promotion faces problems with distribution and retailers’
resistance to processing coupons, setting up displays and dealing with premiums. These are
sales promotion difficulties associated with:
96. (p. 673; 674) Which of the following statements about the use of sales promotion tools in
international markets is true?
Chapter 19 – International Advertising and Promotion
97. (p. 674) In 2006, the Harvard faculty pressured President Lawrence Summers into resigning.
Some alumni were upset by this incident. Harvard will most likely use _____ to soothe
alumni feelings.
98. (p. 674) _____ is the promotional function that deals with problems involving local
governments, media, trade associations and the general public.
Chapter 19 – International Advertising and Promotion
99. (p. 674) Cartoon Network encountered problems introducing the cable channel to
Scandinavian television because of opposition to the violent nature of some cartoons like
those with the Road Runner and Tom and Jerry. Turner could have used _____ to counter
negative publicity and communicate the company’s commitment to non-violence.
100. (p. 675) Which of the following statements about the international use of the Internet is
true?