MKT 341 Exam 3 International Marketing
Latest study set with Questions and
simplified Answers
Define global advertising - correct answer-The environment in which marketing communications
programs and strategies are implemented varies from country to country. The challenge of effectively
communicating across borders is one reason that global companies and their advertising agencies are
embracing a concept known as integrated marketing communications (IMC). Adherents of an IMC
approach explicitly recognize that the various elements of a company's communication strategy must be
carefully coordinated.
Definition of a product - correct answer-a good, service, or idea with both tangible & intangible
attributes that collectively create value for a buyer or user.
identify the top-ranked companies in terms of worldwide ad spending - correct answer-
Product Types - correct answer-consumer & industrial goods- B to C or B to B.
Define IMC (Integrated Marketing Communications) - correct answer-· Advertising may be defined as any
sponsored, paid message that is communicated in a non-personal way.
Buyer Orientation - correct answer-amount of effort expended, level of risk, buyer involvement.
Examples of Global Advertising - correct answer-Global advertising may be defined as messages whose
art, copy, headlines, photographs, tag lines, and other elements have been developed expressly for their
worldwide suitability.
Brands perform two important functions - correct answer-represents a promise by a particular company
about a particular product; it is a type of quality certification.
enable customers to better organize their shopping experience by helping them seek out and find a
particular product.
Four major difficulties can compromise an organization's attempt to communicate with customers in any
location: - correct answer-1. The message may not get through to the intended recipient.
2. The message may reach the target audience but may not be understood or may even be
misunderstood.
3. The message may reach the target audience and may be understood but still may not compel the
recipient to take action.
4. The effectiveness of the message can be impaired by noise.
local product or local brand - correct answer-one that has achieved success in a single national market.
International products and international brands - correct answer-offered in several markets in a
particular region.
, Global Advertising Content: "Standardization" Versus "Adaptation": Pattern Advertising - correct answer-
Middle ground between 100% standardization and 100% adaption
calls for pan-regional or global communication concept
Explain the structure of the advertising industry and describe the difference between agency holding
companies and individual agency brands: Role of ad agencies - correct answer-
global brand - correct answer-has the same name and, in some instances, a similar image and
positioning throughout the world.
How to pick an agency - correct answer-· In selecting an advertising agency, the following issues should
be considered:
· · Company organization. Companies that are decentralized actually allow managers at the local
subsidiary to make ad selection decisions.
· · National responsiveness. Is the global agency familiar with local culture and buying habits in a
particular country or should a local selection be made?
· · Area coverage. Does the candidate agency cover all relevant markets?
· · Buyer perception. What kind of brand awareness does the company want to project?
Global Brands do the following - correct answer-1. Quality signal. Global brands compete fiercely with
each other to provide world-class quality. A global brand name differentiates product offerings and
allows marketers to charge premium prices.
2. Global myth. Global brands are symbols of cultural ideals.
3. Social responsibility. Customers evaluate companies and brands in terms of how they address social
problems and how they conduct business.
Identify key ad agency personnel and describe their respective roles in creating global advertising:
Process - correct answer-1) Creative Strategy: concept of what the campaign will say
2) Big Idea: flash of insight that synthesizes the purpose of the strategy, joins the product benefit with
the consumer desire
3) Advertising Appeal: communication approach that relates to the motives of the target audience
4) Selling Proposition: the promise or claim that captures the reason for buying the product
5) Creative execution: the way an appeal is presented
Combination branding - correct answer-combining a brand & a product.
Art directors - correct answer-responsible for the overall look of a design. chooses graphics, type styles
pictures
Co-branding - correct answer-2+ companies or brand products working together.
Latest study set with Questions and
simplified Answers
Define global advertising - correct answer-The environment in which marketing communications
programs and strategies are implemented varies from country to country. The challenge of effectively
communicating across borders is one reason that global companies and their advertising agencies are
embracing a concept known as integrated marketing communications (IMC). Adherents of an IMC
approach explicitly recognize that the various elements of a company's communication strategy must be
carefully coordinated.
Definition of a product - correct answer-a good, service, or idea with both tangible & intangible
attributes that collectively create value for a buyer or user.
identify the top-ranked companies in terms of worldwide ad spending - correct answer-
Product Types - correct answer-consumer & industrial goods- B to C or B to B.
Define IMC (Integrated Marketing Communications) - correct answer-· Advertising may be defined as any
sponsored, paid message that is communicated in a non-personal way.
Buyer Orientation - correct answer-amount of effort expended, level of risk, buyer involvement.
Examples of Global Advertising - correct answer-Global advertising may be defined as messages whose
art, copy, headlines, photographs, tag lines, and other elements have been developed expressly for their
worldwide suitability.
Brands perform two important functions - correct answer-represents a promise by a particular company
about a particular product; it is a type of quality certification.
enable customers to better organize their shopping experience by helping them seek out and find a
particular product.
Four major difficulties can compromise an organization's attempt to communicate with customers in any
location: - correct answer-1. The message may not get through to the intended recipient.
2. The message may reach the target audience but may not be understood or may even be
misunderstood.
3. The message may reach the target audience and may be understood but still may not compel the
recipient to take action.
4. The effectiveness of the message can be impaired by noise.
local product or local brand - correct answer-one that has achieved success in a single national market.
International products and international brands - correct answer-offered in several markets in a
particular region.
, Global Advertising Content: "Standardization" Versus "Adaptation": Pattern Advertising - correct answer-
Middle ground between 100% standardization and 100% adaption
calls for pan-regional or global communication concept
Explain the structure of the advertising industry and describe the difference between agency holding
companies and individual agency brands: Role of ad agencies - correct answer-
global brand - correct answer-has the same name and, in some instances, a similar image and
positioning throughout the world.
How to pick an agency - correct answer-· In selecting an advertising agency, the following issues should
be considered:
· · Company organization. Companies that are decentralized actually allow managers at the local
subsidiary to make ad selection decisions.
· · National responsiveness. Is the global agency familiar with local culture and buying habits in a
particular country or should a local selection be made?
· · Area coverage. Does the candidate agency cover all relevant markets?
· · Buyer perception. What kind of brand awareness does the company want to project?
Global Brands do the following - correct answer-1. Quality signal. Global brands compete fiercely with
each other to provide world-class quality. A global brand name differentiates product offerings and
allows marketers to charge premium prices.
2. Global myth. Global brands are symbols of cultural ideals.
3. Social responsibility. Customers evaluate companies and brands in terms of how they address social
problems and how they conduct business.
Identify key ad agency personnel and describe their respective roles in creating global advertising:
Process - correct answer-1) Creative Strategy: concept of what the campaign will say
2) Big Idea: flash of insight that synthesizes the purpose of the strategy, joins the product benefit with
the consumer desire
3) Advertising Appeal: communication approach that relates to the motives of the target audience
4) Selling Proposition: the promise or claim that captures the reason for buying the product
5) Creative execution: the way an appeal is presented
Combination branding - correct answer-combining a brand & a product.
Art directors - correct answer-responsible for the overall look of a design. chooses graphics, type styles
pictures
Co-branding - correct answer-2+ companies or brand products working together.
