Chapter 14: International Publicity, Public Relations, and Sales Promotion Strategies
TRUE/FALSE
1. Publicity may occur in any type of print article or broadcast message.
2. Negative publicity is frequently experienced by multinational corporations.
3. Print advertising and broadcast advertising are examples of publicity.
4. In France, McDonald’s is viewed as a symbol of French pride and the entrepreneurial spirit.
5. Publicity is often less credible than advertising.
6. Publicity is defined as a concerted effort on the part of the company to generate good will among
publics that are essential to the company.
7. Public relations main purpose is to generate positive publicity.
8. A concerted effort on the part of the U.S. government to generate good will among Iraqis is a public
relations effort.
9. Sponsorship is decreasing in popularity as an international marketing communication vehicle.
10. Event sponsorship and corporate advertising are both examples of public relations.
11. Many governments do not look favorably upon corporate sponsorships: they regard them as an
approach to infiltrate all aspects of consumers’ lives.
12. When Philip Morris aired an advertisement portraying traditional Chinese dancers dancing on the
Great Wall to the Marlboro theme song and wished Chinese consumers a happy New year from Phillip
Morris companies, it was engaging in advocacy advertising.
13. Image advertising is used to enhance perceptions of a company in a given market.
14. Corporate advertising is used to enhance perceptions of a company in a given market.
15. Corporate advertising is used by companies to stress a particular point of view.
16. McDonald’s used advocacy advertising to combat the negative attitude of consumers and farmers in
France.
17. McDonald’s aired a campaign in France that both made fun of Americans and stressed the French
origins of McDonald’s products.
18. Benetton’s campaign portraying death-row inmates’ perspectives on their lives along with personal
statistics that include the type and date of murder and related sentence is an example of advocacy
advertising.
19. Sales promotion activities are often conducted independent of advertising campaigns.
20. Even companies that have strong relationships with an advertising agency frequently allow
international subsidiaries to make their own sale promotion decisions.
21. Global promotion campaigns are becoming very popular.
22. Global sales promotion campaigns are increasingly common.
23. In markets where multiple languages are spoken, English is often used in sales promotion.
24. Even though English is not used nationally in Switzerland, English is used in sales promotions to avoid
offending Swiss consumers.
25. The European Union has created an environment in which sales promotions can be standardized in
continental Europe and the United Kingdom.
26. In the Netherlands, Albert Heijn is the grocery store where multinationals offer their new products and
attempt to initiate consumer trial.
27. Because point-of-purchase displays don’t rely on words, they do not need adaptation across markets.
28. Negative publicity in the Nestlé infant formula case was not generated from local Africans but from
consumer groups outside of Africa.
29. In Germany, “buy one, get one free” offers are illegal.
30. Brand managers are noting that sales promotion tools damage brand perceptions and attitudes;
consequently, companies such as Ford are eliminating sale promotions from their promotional mix.
31. U.S. consumers make more than 50% of their purchase decisions at the point of sale.
32. Sweepstakes and contests as well as incentives such as price-off reductions can be aimed at both
consumers and the trade.
33. Trade shows and exhibitions are aimed at business-to-business promotion and are also frequently used
for consumer promotions.
34. Sweepstakes and contests as well as incentives such as price-off reductions can be aimed at both
consumers and the trade.
35. Documenta is an international trade show for publishers that occurs biannually.
36. For U.S. industrial firms, trade shows and exhibitions account for one-fifth of the overall
communication budget.
37. For European industrial firms, trade shows and exhibitions account for one-fifth of the overall
communication budget.
38. Usually, the U.S. government shares the cost of trade shows abroad in which U.S. firms participate.
39. The World Exposition (the World Fair), unlike most expositions, cuts across domains.
40. Through its economic and political integration, the European Union has established a common set of
sales-promotion regulations for member countries.
MULTIPLE CHOICE
1. Which of the following about international publicity is NOT true?
a.
Print articles are examples of publicity
b.
Word-of-mouth communication is an example of publicity
c.
Publicity can be negative or positive
d.
All of the above are true.
2. Which of the following are NOT examples of international publicity?
a.
Print articles
b.
Word-of-mouth communication
c.
Broadcast messages
d.
All of the above are examples of international publicity
3. Why did French consumers recently vandalize McDonald’s restaurants?
a.
Several consumers died from eating contaminated beef at McDonald’s.
b.
McDonald’s failed to translate its Big Mac, and the resulting name was offensive.
c.
McDonald’s was targeted as a symbol of U.S. globalization.
d.
McDonald’s, in an advocacy advertisement, took an unpopular stance regarding
hormone-fed beef.
4. How did McDonald’s respond when its restaurants in France were vandalized by French protesters?
a.
It sponsored French soccer teams in an attempt to win back the French consumer.
b.
It replaced its beef products with mutton.
c.
It began an advocacy campaign to demonstrate its commitment to environmental issues.
d.
It conducted image advertising to stress McDonald’s French origins.
5. Which form of marketing communication is not an example of public relations?
a.
Press releases
b.
Corporate advertising
c.
Event sponsorship
d.
Each of the above is an example of public relations.
6. Which statement regarding event sponsorship is true?
a.
Sponsorship is losing its popularity with firms because of the increasing expense
associated with event sponsorship.
b.
There is practically no important international cultural event that does not have the
backing of multinational corporations.
c.
Event sponsorship is illegal in many countries outside of the United States.
d.
All of the above statements are true.
7. Which company waged a successful public relations campaign by sponsoring Placido Domingo,
Luciano Pavoratti and Jose Carreras during their Bravo Africa concert?
a.
Vodacom
c.
Sony
b.
Gatorade
d.
IBM
8. On Chinese New Year, Phillip Morris ran an ad that portrayed traditional Chinese dancers dancing on
the Great Wall to the Marlboro theme song. At the end of the ad, the advertisement wished Chinese
consumers a happy new Year from the Phillip Morris companies. What type of advertising does this
represent?
a.
Corporate advertising
c.
Advocacy advertising
b.
Image advertising
d.
Event sponsorship
9. A Procter & Gamble ad that presents all the company’s products and addresses the company’s
internationalization strategy is an example of
a.
Corporate advertising
c.
Advocacy advertising
b.
Image advertising
d.
Public service advertising
10. A Kraft ad informing consumers about the company’s endorsement of community events is an
example of
a.
Corporate advertising
c.
Advocacy advertising
b.
Image advertising
d.
Public service advertising
11. Which type of advertising is used to enhance perceptions of a company in a given market?
a.
Corporate advertising
c.
Advocacy advertising
b.
Image advertising
d.
Umbrella advertising
12. When McDonald’s created an advertising campaign that both made fun of Americans and stressed the
fact that McDonald’s avoid using genetically modified ingredients, what type of advertising was it
conducting?
a.
Corporate advertising
c.
Advocacy advertising
b.
Image advertising
d.
Umbrella advertising
13. Which type of advertising is used by companies to stress a particular point of view?
a.
Corporate advertising
c.
Advocacy advertising
b.
Image advertising
d.
Umbrella advertising
14. Benetton’s ad for the French market showing a reporter interviewing an ethnic protester while he is
being brutally arrested could be perceived as a protest against police brutality. Which type of
advertising does this represent?
a.
Corporate advertising
c.
Advocacy advertising
b.
Image advertising
d.
Public service advertising
15. Which of the following is an example of a sales promotion tool?
a.
Free samples
b.
Point-of-purchase displays
c.
Sweepstakes
d.
All of the above are sales promotion tools.
16. Which statement regarding sales promotion activities is true?
a.
Promotion campaigns are global in nature.
b.
Sales promotion tools can actually contribute to strengthening brand perceptions.
c.
Sales promotion activities are often conducted independently of advertising activities.
d.
Sales promotions rarely contribute to strengthening brand perceptions and attitudes.
17. Which statement regarding sales promotion activities is false?
a.
Unlike advertising campaigns, promotion campaigns are rarely global in nature.
b.
Sales promotion tools can actually contribute to strengthening brand perceptions.
c.
Sales promotion activities are often conducted independently of advertising activities.
d.
Sales promotions often face legal hurdles across countries.
18. Which type of sales promotion tool is most likely to be used in a standardized campaign?
a.
Point-of-purchase displays
c.
Free samples
b.
Coupons
d.
Contests
19. Why do companies use English as the language of promotion in Switzerland?
a.
English is the official language of Switzerland.
b.
With 7 languages and almost 50 dialects in Switzerland, English is the easiest way to
communicate to the masses.
c.
Using English is a way to avoid offending consumers.
d.
All of the above are true.