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Exam 18: Special Advertising Campaigns

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Question 1

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As described in "It's a Wrap" at the end of the chapter, what were the results of the CR-V advertising campaign?

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Question 2

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________ refers to the use of marketing programs and marketing communications tools for the good of society.

A) Integrity marketing
B) Global marketing
C) External marketing
D) Social marketing
E) Stakeholder marketing

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Question 3

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Advertising is the primary marketing communication tool used in business-to-business marketing.

The stages of international market development include exporting, internationalization, and globalization.

Which of the following types of organizations use retail advertising?

Which school of thought on advertising in another country argues that advertisers must consider differences among countries, including local culture, stage of economic and industrial development, stage of life cycle, media availability, research availability, and legal restrictions?

Timberland is a well-known manufacturer of rugged shoes and boots as well as other outdoor clothing and equipment. This company is so committed to helping others that that is part of the company's core values, and it allows its employees a full week paid leave of absence to assist in a cause that is important to them, which is typically a local issue or organization that affects the lives of those living in the community where Timberland operates. The leave is in addition to the regular paid vacation time employees receive. What type of social marketing does this commitment to community service by Timberland illustrate?

MINI-CASE Acme, Inc. is a manufacturer of industrial goods, such as ball bearings, filters, and valves. Acme's target market is manufacturers who purchase these goods to go into the systems that they manufacture for their customers, such as power plants, heating and cooling systems, and ships. Additionally, even though Acme is not a very large manufacturer and has never sold a product internationally, it intends to go international with a valve for which they recently received a patent and is superior to any offered anywhere in the world. -Refer to Mini-Case. What is the first stage in international market development that Acme will most likely pursue to expand into other countries?

Which of the following is NOT a goal of nonprofit organizations?

What was the objective of the campaign of the Colorado's Tobacco Education and Prevention Partnership described in "A Matter of Principle"?

Protecting the family, honesty, and self-esteem are _______ that cross cultures.

Nonprofit organizations have a number of goals, but sales is not one of them.

Which advertising medium generally receives the smallest attention by business-to-business advertisers?

Which school of thought to planning global advertising programs emphasizes the cultural differences among peoples and nations?

Horizontal general business or trade publications are directed to people who hold similar jobs in different companies across different industries.

Responsible marketing refers to the use of marketing programs and marketing communication tools for the good of society.

The globalization/localization debate in international advertising is really about ________.

Who was the target of CareerBuilder.com's campaign as discussed in the "Hands-On" case at the end of the chapter.

Name the stages of market development for international markets.

Which of the following is NOT a main school of thought on advertising in another country?