TP15_MKTG 3690 International Issues Marcom

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University of Toledo *

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BUAD-303

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Marketing

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May 4, 2024

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docx

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MKTG 3690:901: Marketing Communications Topic Prep Sheet 15 (Topic 15: International Issues in MarCom) Due by: 4/21/2024 @ 11:59 p.m. This topic prep assignment consists of two parts: a section with True/False questions (15) and a section with multiple choice questions (5). Respond to ALL the questions in the two sections. The assignment is worth 20 points. There are also two optional extra credit questions worth a total of 3 points. The assignment is an individual assignment and should be completed individually and independently. Part A. I ndicate whether each of the following statements (A1-A15) is true or false. A1. Among the marcom issues that global brands have to address in different markets are appropriate branding strategies, translation of advertising and other promotional messages, availability of different types of media, distribution channels for their products, and pricing strategies in light of the volatility of exchange rates. A2. The case of KFC becoming Poulet Frit Kentucky (PFK) in Quebec, Canada, is a case of both branding and language choice in international advertising. A3. When it comes to packaging decisions for global brands, colors denote different things in different cultures, so the color used for packaging has to be taken into account when marketing global brands. A4. When it comes to advertising messages for global brands, standardization means that marketers use the standard values in each culture in their creation of ads. A5. In the case of the use of celebrity endorsers in global advertising, brands usually use local celebrity endorsers, as target audience members are not always familiar with foreign endorsers. A6. Among the concerns regarding the use of different appeals in global advertising are concerns about differences in humor and jokes across cultures and the banning of sex appeals in some cultures. A7. When it comes to the use of language in advertising, global brands use the official language spoken by people in the markets in which they are advertising in all their ads for their goods and services. A8. One area in which information is readily available internationally for global marketers is media planning and buying, which makes media planning and buying relatively easy for global marketers. A9. To make effective media planning and buying decisions, global marketers must be aware of factors such as cost, availability of different media, statistics on media performance, and general knowledge on the kinds of media used in global markets. 1 | P a g e
A10. Among the top social media sites used by consumers in China are Sina Weibo, WeChat, and TikTok. A11. The task of using social media for global marketing communications is made easier for global marketers by the fact that consumers, regardless of where they are in the world, use social media for the same purposes. A12. Among the top social media sites used by consumers in India are Facebook, Instagram, and YouTube. A13. Brands typically associate themselves with (sponsor) different events in global markets than those they sponsor in their domestic countries, as cultural rituals (e.g., events that are important and celebrated in the culture) are different. A14. Celebrity endorsement is a global marketing communications strategy and is popular in a number of countries. A15. The types of sales promotions that an international brand can run are largely influenced by the differences in laws and regulations from one country to another. Part B. Attached to this document is an article entitled Pepsi Relaunches International Strategy With Star-Studded Soccer Spot . Read the article then respond to the questions below, which are based on the contents. Underline the correct response. (5 points) B1. Based on information in the article Pepsi Relaunches International Strategy With Star-Studded Soccer Spot , Pepsi is using the ‘Thirsty for More’ campaign to position itself as this. a. The international flavor for international people b. The soda of choice for young, adventurous consumers c. The drink that quenches the thirst of soccer fans everywhere d. A worthy rival in the soda category e. Pepsi is using the campaign to position itself in all the above ways. B2. The article provides the following information: “The drinks giant said in a statement it’s hoping to appeal to a demographic it called ‘Generation Thirsty’ with a new creative north star that will unify its approach to advertising beyond the U.S.” This means that ‘beyond the US,’ Pepsi is practicing ___ of its advertising strategy. a. Adaptation b. Dual extension c. Standardization d. Hybridization e. All of the above 2 | P a g e
B3. Based on the contents of the article, which of the following statements about the new Pepsi campaign is not true? a. The refreshed international brand strategy is called “Thirsty for More.” b. The ad campaign uses sports celebrity endorsers. c. Among the ways in which Pepsi can assess the effectiveness of this new strategy is to see if its market share has changed in places such as Africa, the Middle East and South Asia, as well as Latin America (LATAM). d. The Pepsi refreshed strategy represents part of its response to changing consumer attitudes towards the soda category. e. All the above statements about the new Pepsi campaign are true. B4. Based on the information contained in the article, which of the following associations related to the new campaign is not correct? a. Target audience: Young, adventurous consumers around the globe b. Media: Television; social media c. Source: Pepsi; Leo Messi, Ronaldinho, Paul Pogba d. Message: 50% of Gen Z thinks drinking soda is unhealthy e. Marcom objective: Drive deeper connections with consumers based on shared interests B5. Identify the basis for segmentation that has incorrect information. a. Geographic segmentation: Based on region of the world (Africa, Middle East, South Asia, Latin America, USA) b. Psychographic segmentation: Interests such as soccer, music, and unique experiences c. Demographic segmentation: Generation (Gen Z); Age (young consumers) d. All the above bases for segmentation contain correct information. Extra Credit EC1 (2 points). Based on information contained in the article Brands must get the basics right in China , which of the following is a major factor that marketing communicators have to take into account when operating in global markets? a. Legal and regulatory requirements b. Language used in marketing communications c. Types of traditional media used d. Target audience in the different markets EC2 (1 point). True or False. Among the ways in which Pepsi can assess the effectiveness of its new international brand strategy Thirsty for More are the level of demand for its product and net revenue. 3 | P a g e
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