Stratégie marketing

International Advertising

1. The main difference between advertising and publicity is:

1. Advertising is only for the broadcast media and publicity includes the press and outdoor media
2. Advertising pays the media to disseminate messages while Publicity is free
3. Advertising is initiated by the advertiser while Publicity is not

1. Which of the following is the correct order in the advertising process?

1. Insights, strategy, research, creative idea, executions
2. Research, insights, strategy, creative idea, executions
3. Creative idea, research, insights, strategy, execution

1. Which anagram stands for evaluating advertising according to pre-defined objectives?

1. GUNTER
2. AIDA
3. DAGMAR

1. The agency people who work closely which the client are:

1. Creatives
2. Account executives
3. Traffic staff

1. Who can be responsible for getting PR for a company or brand?

1. The communication department of the company
2. A specialized PR agency
3. The company’s own PR service, a full-service and/or a PR agency

1. The major problem regarding the use of branded content is:

1. The brand has found a way the generate an audience
2. It is more expensive than traditional advertising
3. The difficulty in finding an agency than can do it

1. The online phenomenon of brandjacking has created a situation where controlling:

1. Brand image is easier than before
2. Brand image is far more difficult than before
3. Brand image has become less important in marketing

1. Account planning is an agency function that concerns:

1. Managing closely a client’s advertising from the brief to the pitch
2. Finding insights from research and crafting a strategy
3. Managing the way the client budget is spent on the media

1. When the advertising industry regulates advertising without state interference, this is called:

1. Legislation
2. Self-discipline
3. Self-regulation

1. Advertising Regulations Worldwide aim that insuring the following values:

1. Decency, Truthfulness, responsibility, fairness
2. Offensive, misleading, unfair and sexist
3. Honesty, sexlessness, fair to competitors, unracist

1. Which major city banned all OOH advertising in 2006:

1. Tel Aviv
2. Sao Paolo
3. Los Angeles

1. Which two countries have banned the advertising of alcohol in advertising:

1. France/Italy
2. UK/Canada
3. Turkey/Russia

1. The latest development in the history of advertising self-regulation is the creation of:

1. EASA
2. ICAS
3. WAA

1. The trend regarding advertising regulations worldwide is:

1. Convergence
2. Divergence
3. No change

1. What makes the regulations of comparatives advertising largely ineffective today:

1. Differences in the regulatory framework from one market to another
2. Companies can easily post such promotional videos on youtube
3. This form of advertising is not as controversial as it used to be

1. The advertising investment of a company or a brand is calculated according to:

1. How much is spent on buying medias
2. All advertising coast (research, production, media)
3. What they declare to the tax authorities

1. The total advertising spend in the world is closest to:

1. 600 billion
2. 50 billion
3. 2500 billion

1. What is the coast of a 30 second superbowl ad:

1. $500 000
2. $2 million
3. $6 million

1. What percentage of sales do brands spend on their communication:

1. Around 5%
2. Around 10%
3. Depends on the sector

1. Native advertising is:

1. Advertising that is used for a specific ethnic market
2. Advertising that resembles the media content which it is placed
3. Advertising that is organized locally using local agencies and local cultural themes

1. China today is the:

1. Biggest ad market in the world
2. Second biggest ad market in the world
3. Third biggest

1. The biggest and the most dynamic advertising market in Latin America is:

1. Mexico
2. Argentina
3. Brazil
   

1.  The biggest cost in the majority of advertising campaigns is:

1. Advertising research
2. Advertising production costs
3. Media buying

1. What are the three biggest national online communities?

1. Japan, US, South Korea
2. China, India, US
3. US, Brazil, Russia

1. Which of the following countries has the strongest newspaper culture?

1. Germany
2. Japan
3. UK

1. In which two countries is consumer behavior more digitalized?

1. Japan and the US
2. China and the UK
3. France and Germany
   

27. Which 3 countries have a stronger offline and online reading culture?

1. UK, Scandinavia, japan
2. US, Canada, Australia
3. China, Japan, India

1. The most significant trend regarding media behavior and advertising investment in the last 5 years is:

1. The migration of online activity from the computer to the mobile phone
2. The print media(newspaper and magazines)that has migrated online
3. The emergence of social media where an increasing amount of information is shared

1. Which Chinese online social platform plays an equivalent role to Twitter?

1. Weibo
2. WeChat
3. QQ

1. According to the Global Summary Report on Social Media, the most cost-effective online method for customer acquisition is:

1. PaidSearch
2. OrganicSearch
3. Influencer Marketing

1. Events, sponsorship and in-store promotions (POS) are:

1. Not included in measured media costs
2. Included in measured media costs
3. Not considered as promotional activities

1. What are the three biggest communication groups in the world?

1. Publicis, Havas, Dentsu
2. WPP, Omnicom, Publicis
3. Havas, WPP, Interpublic

1. Which international agency has been the main agency of Nike and created the slogan “Just do it”?

1. Mc Cann Erickson
2. Ogilvy & Mather
3. Wieden & Kennedy

1. International media strategies and media buying are conducted by:

1. Media agencies
2. Ad agencies
3. International advertisers

1. The Cannes Lions festival of creativity is interesting because it:

1. Reflects the global realities of the communication industry
2. Highlights the best of European advertising
3. Rewards creative advertising with medals

1. The name changes of the Cannes Lion Festival in 2011 reflects:

1. The growing scope of promotional activities available to brands and increasingly offered by full service ad agencies
2. The growing desire among consumers to see promotional activities in more diverse forms
3. The general lowering costs of communication activity available to brands

1. The Cannes Lions Advertising Festival was founded in:

1. 1954
2. 1974
3. 1994

1. Being creative in advertising is mostly about:

1. Offering spectacular and beautiful images
2. Saying something no-one said before
3. Delivering a message in a original way

1. The biggest cost involved in branded content is:

1. Advertising research
2. Production costs
3. Media buying

1. Marketing communications is traditionally divided into:

1. Media and out media
2. ATL and BTL
3. 360° and IMC

1. The 4 types of Media in the more recent terminology are:

1. Paid, free, sponsored, ambient
2. Online, offline, inline, through the line
3. Paid, owned, earned, shared

1. The two media which are outline a brand’s control are:

1. Paid media and owned media
2. Earned media and shared media
3. Paid media and shared

1. The most important thing when elaborating a communication campaign is:

1. The way the 4 different media can be effectively linked together
2. To ensure that each type of media used, benefits from the same level of investment
3. To use a different advertising agency for each type of media

1. Which of the following is a media agency?

1. Publicis
2. OMD
3. BBDO

1. Ambient communications:

1. Is a synonym for out of home or outdoor advertising
2. Can vary from very simple and inexpensive actions to very elaborate and costly ones
3. Never used by luxury brands

1. Ambient media is increasingly used as a communication tool because:

1. Social media amplify the effectiveness of a local actions
2. It is a good way to surprise people in public places
3. It doesn’t cost anything for the advertiser

1. PR is:

1. Shared media
2. Earned media
3. TTL media

1. Where should the Truth always be in advertising:

1. Storytelling and creative executions
2. Product claims and underlying consumer insights
3. Brand slogans and visual imagery

1. A country’s advertising is quite a faithful reflection of local cultural traits:

1. True
2. False

1. Which of the following is not an advertising objective:

1. To improve customer satisfaction ratings
2. To activate the consumer to visit a website or store location
3. To generate leads to grow your potential customer database

1. Which of the following answers is the least appropriate for “why is it so important to have a strong insight regarding consumer truths?”:

1. To be able to differentiate from the competition
2. To be able to create content that will resonate with target
3. To design an appropriate media strategy

1. What is not a KPI for an online ad campaign?

1. The CTR
2. Number of unique visitors to a website
3. The original style of your message content

1. Highlighting a product feature in advertising that offers a distinctive competitive advantage is called:

1. A USP (unique selling proposition)
2. A SPA (brand product advantage)
3. An ESP (emotional selling proposition)

1. Advertising that is direct and information-based is:

1. Hard selling
2. Soft selling
3. Head selling

1. The best way to evaluate the effectiveness of a communication campaign is to:

1. Measure the difference in sales after the campaign
2. Check to see if the communication objectives have been reached
3. Measure the amount of generated publicity

1. Which countries are most concerned about sexism in advertisings:

1. Latin America
2. Scandinavia
3. South East Asia

1. When advertising seeks to create an emotional connection with the target we use a:

1. Hard sell approach
2. Soft sell approach
3. Long sell approach

1. Integrated marketing communications involves:

1. Using corporate communication to improve brand image
2. Using a package of promotional tools in a consistent manner
3. Integrating the 4Ps into an advertising campaign

1. When an individual posts a video on internet this can is considered:

1. UGC
2. Crowdsourcing
3. Spoofing

1. When adapting advertising copy to different markets we should use:

1. Translation
2. Transcreation
3. Transadvertation

1. Widely viewed UGC videos can be a great source of creative inspiration for agencies but:

1. The cost is often too high
2. The idea is likely to be used by other brands
3. The original producer could sue the brand using their idea

1. Mnemonic devices in advertising are:

1. Important in making slogans more impactful
2. Used for measuring TV audiences
3. Used for selecting cost-effective media

1. Which of the following types of body language is not universal?

1. Sign language
2. Facial expressions
3. Unconscious movements of the body

1. Which country appreciates Owls and Foxes:

1. Japan
2. Russia
3. Morocco

1. What is NOT needed to successfully decide sophisticated:

1. A decent level of education and experience with advertising communication
2. Familiarity with that country’s culture and language
3. A EU passport

1. Cultural references used in standardized executions should be:

1. Seen, believed, improved
2. Recognized, understood, appreciated
3. Liked, remembered, recommended

1. What do animals, celebrities and music have in common when used in interntional advertising:

1. They work all over the world because these three components transcend cultural barriers
2. They don’t always enjoy the same recognition and appreciation everywhere
3. When the three elements are used together you have the perfect recipe for a global ad

1. Which bird has an important place in the culture of many Asian countries but not in Europe or the Americas:

1. The stork
2. The eagle
3. The crane

1. In which countries are dogs perceived as impure animals

1. Buddhist countries
2. Muslim countries
3. Confucianist countries

1. Maslow’s hierarchy of needs or revised versions of the pyramid can:

1. Help to identify the target of a campaign
2. Hep understand what the advertising message is really trying to satisfy
3. Can help calculate the budget of the campaign

1. The reason why 360 communication has become so popular among brands is because:

1. It’s a less expensive way to communicate and uses all the media channels available
2. This form of communication reflects the growing multitasking behavior of consumers
3. If the media platforms are not linked together the advertising messages will not be noticed

1. Why did the brand Axe redefine itself in 2014:

1. Because men have changed and the seduction game is less important that before
2. Because growing competition from other brands was challenging their positioning
3. Because Unilever decided that it was time to break with sexist and stereotypical advertising models

1. The “New Axe/Lynx” positioning is more about putting attraction in the context of:

1. Male conquest
2. Making connections
3. Female domination

1. How did Heineken realize that it was time to drop their tagline “open your world”?

1. Their global sales were in decline
2. In their annual brand testing they discovered that the tagline no longer resonated
3. Because Coca-Cola started advertising with the tagline “open happiness”

1. For Heineken the typologies of Millennials around the world are:

1. Increasingly different therefore obliging the brand to localize its communication more than before
2. So different that there can be no common global positioning for the moment
3. Are increasingly similar therefore leading to a higher level of advertising standardization

1. The brand that has influenced Haagen Dazs and accelerated their rejuvenation strategy is:

1. Ben & Jerry’s
2. Creamy Polar Bear
3. Halo Top

1. For marketing inspiration Heineken looks at:

1. Their closest competitors
2. Other sectors like cars or sportswear brands
3. A crystal ball

1. Haagen Dazs is trying to rejuvenate its image by:

1. Getting involved with the music world
2. Making the brand as instagrammable as possible
3. Collaborating with famous youtubers

1. The repositioning of Haagen Dazs involves:

1. Increasing the share of communication on TV and packaging redesign
2. Increasing use of social media and in-store design
3. Celebrities and brand ambassadors

1. Internet and websites have taken the burden of providing product information off the shoulders of creative agencies:

1. True
2. False

1. Concerning the debate about advertising effectiveness and creativity no studies have yet been made to prove a positive correlation between them:

1. True
2. False

1. In order to plan the necessary touch points for a 360 campaign you need to:

1. Research the media behavior of your population target
2. Understand the purchasing motivations of your target population
3. Use all the communication channels which are available

1. What is the following called? One person translates the original text into a foreign language then another person translates back into the original language

1. Reverse translation
2. Back translation
3. Double translation

1. Cultural references used in standardized executions should be:

1. Seen, believed, improved
2. Recognized, understood, appreciated
3. Liked, remembered, recommended

1. How can sex-related products be advertised in Saudi Arabia:

1. They can’t
2. By using metaphonic language
3. By using celebrity endorsements

1. French advertising from a creative point of view is:

1. Ranked among the top 3 top creative countries in the world
2. Ranked n1 in Europe for its creativity in 2018
3. Has got its place back after being n11 in 2016

1. The three basic elements of a brand’s value that communication can strengthen, are:

1. Awareness, image, differentiation
2. High prince, quality, timelessness
3. History, rarity, symbolism

1. The LCD syndrome refers to a situation where:

1. Communication standardization has a tendency to lower the level of creativity and therefore local impact
2. Communication localization increases the local relevance of the creative content and therefore local impact
3. Low creative development in a country requires importing creative material

1. Luxury rends in general:

1. Standardize their communication around the world
2. Localize their communication around the world
3. Standardize their positionings but localize their executions

1. ??

1. Globally speaking, the fastest growing and most cost-effective online method for customer acquisition is:

1. Paid search
2. Influencer marketing
3. Organic search

92. Globally speaking, most of the money invested in online advertising goes into:

a)         Display and paid search 

b)        Native advertising on social media

c)         Online video

...