Suppose State Farm Insurance stated, We want our advertising to increase our customer base for home and automobile insurance 10 percent by the end of the fiscal year. This would be considered a(n)
A) target audience goal.
B) advertising platform.
C) percent-of-sales approach.
D) advertising objective.
E) media plan goal.
Question 2Globalization of markets requires developing marketing strategies as if the world were one market. Which of the following marketing mix variables is most difficult to standardize for globalization?
A) Brand name
B) Package
C) Media allocation
D) Labels
E) Product characteristics
Question 3The step in developing an advertising campaign that directly precedes campaign execution is
A) defining advertising objectives.
B) creating the advertising platform.
C) evaluating advertising effectiveness.
D) developing a media plan.
E) creating the advertising message.
Question 4Levi Strauss markets its denim jeans in many countries and develops its marketing strategy as if the world were a single market. This approach to selling a standardized product in all countries represents which type of international marketing?
A) Exporting
B) Accidental exporting
C) Limited exporting
D) Licensing
E) Globalization of markets
Question 5After the advertising budget is determined, the next step in creating an advertising campaign is
A) creating the advertising message.
B) creating the advertising platform.
C) evaluating the advertising objectives.
D) executing the campaign.
E) developing the media plan.
Question 6Both Nike and Adidas standardize many of their shoe models and colors worldwide, which is an example of _______.
A) globalization.
B) customization.
C) nationalization.
D) culturalization.
E) internationalization.
Question 7After the target audience for an advertising campaign has been identified and analyzed, marketers should then proceed by
A) creating the advertising platform.
B) determining the financial resources available.
C) defining the advertising objectives.
D) developing a media plan.
E) creating an advertising message.
Question 8Organizations that employ standardized products, promotion campaigns, and prices for all markets are practicing what is known as
A) customization.
B) internationalization.
C) globalization.
D) regionalization.
E) nationalization.
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