Celia's Firm Has Developed a Breakfast Cereal Targeted Toward Children

question 91

Multiple Choice

Celia's firm has developed a breakfast cereal targeted toward children.Rather than compete in the mature U.S.market,she has decided instead to introduce the product in Europe,where she feels it will be innovative.Her ad agency urged caution because

• A) advertising regulations differ,including advertising to children.
• B) print media are different in Europe,and it would be difficult to create a global campaign.
• C) literacy rates are significantly lower in Europe,and print ads would be ineffective.
• D) research indicates that European children do not eat breakfast as often as American children.
• E) domestic advertising agencies cannot earn commissions on advertising they place overseas.

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Definitions:

Prestige

The level of respect, admiration, or esteem that a person, organization, or entity is regarded with, often based on perceived success, achievement, or quality.

Superiority

The state or quality of being superior or better than others, often in skills, performance, or status.

Internal Locus

The belief that one controls their own destiny and outcomes are the result of personal effort and actions.

Control Orientation

An approach or mindset focused on managing or directing the behavior and activities of individuals or groups, often to ensure conformity and achieve specific outcomes.