chapter 13 Global Marketing Quiz

What is a key benefit of global advertising campaigns with unified themes?

• They eliminate the need for product adaptation.

• They reduce the need for local customer insights.

• They help build long-term brand identity and reduce production costs.

• They rely mainly on television and radio.

Which of the following countries prohibits retailers from advertising on television?

• India

• Mexico

• Saudi Arabia

• France

What is an example of a non-price sales promotion?

• Coupon

• Mail-in refund

• Free sample

• Discount

What is the main objective of trade sales promotions?

• To encourage consumer brand loyalty

• To create emotional connections with customers

• To increase product availability in distribution channels

• To reduce media spending

Which media format allows viewers to interact with ads and programming?

• Teleshopping

• Direct mail

• Interactive TV (ITV)

• Infomercial

Which support media form is particularly popular in countries with heavy traffic like Moscow?

• Direct mail

• Billboards

• Catalogs

• Radio

What best describes 'sales promotion' in global marketing?

• A long-term branding strategy

• A paid program that temporarily adds tangible value to a product or brand

• An unpaid endorsement from celebrities

• An international advertising agency campaign

Which of the following companies launched the “Golden Store” program in emerging markets?

• Unilever

• PepsiCo

• Kraft

• P&G

What is a key advantage of direct marketing in global communications?

• It is less expensive than mass advertising.

• It allows for complete standardization across regions.

• It easily adapts to local language and cultural differences.

• It avoids the use of electronic media.

What is a primary goal of event sponsorship in global marketing?

• To reduce public relations spending

• To increase billboard exposure

• To associate a company’s name with events or sports teams

• To replace traditional TV advertising