Chapter 13

Worldwide, which media advertising expenditures are projected to soon surpass television advertising spending for the first​ time? A. Digital B. Radio C. Internet D. Billboards E. Newspaper

A. Digital

Which of the following global companies is ranked number one in worldwide ad spending in​ 2016? A. Procter​ & Gamble B. Unilever C. McDonald's D. PepsiCo E. Coca-Cola

A. Procter​ & Gamble

Company​ organization, national​ responsiveness, area​ coverage, and​ ________ are all considerations when selecting an advertising agency. A. buyer perception B. agency network membership C. number of clients D. location E. cost

A. buyer perception

One clear global trend is that spending on​ ________ advertising is gaining ground at the expense of television and print. A. direct mail B. Internet C. radio D. billboard E. transit

B. Internet

​________ is an external​ influence, such as advertising clutter​, that can detract from the ultimate effectiveness of the communication. A. Misunderstanding B. Noise C. Poor translation D. Media breakdown E. Interference

B. Noise

Which of the following techniques of global advertising calls for developing a global communication concept for which​ copy, artwork, and other elements can be adapted as required for individual country​ markets? A. Global product platforms B. Pattern advertising C. Global appeal D. Adaptable advertising E. Integrated marketing communication​ (IMC)

B. Pattern advertising

Which of the following types of media is most effective when literacy rates are​ low? A. Magazines B. Radio C. Newspapers D. Television E. Internet

B. Radio

As Nike president Trevor Edwards once​ noted: Nike has​ a(n)___________ that involves all elements of the marketing​ mix, from digital to sports​ marketing, from event marketing to advertising to entertainment. A. promotional strategy B. integrated marketing communication​ (IMC) model C. dynamic advertising model D. global advertising strategy E. standardized message model

B. integrated marketing communication​ (IMC) model

Recently, Harley-Davidson® has received attention through newspapers and television news programming regarding the​ company's intentions to move manufacturing​ "off shore." This is an example of​ ___________________. A. promotional strategy B. publicity C. unearned media D. advertising E. public relations

B. publicity

AdAge named Wieden​ + Kennedy as the 2018​ "Agency of the​ Year." Based in​ Portland, Oregon, this agency has locations in key cities around the​ world, supports complementary divisions for​ research, branding,​ design, and digital media. Wieden​ + Kennedy would be considered which of the​ following? A. An advertising firm B. An advertising agency C. An advertising organization D. Multiple agency collaboration E. An independent subsidiary

C. An advertising organization

Which of the following is the person who typically has a staff who choose​ graphics, images, type​ styles, and other visual elements that appear in an​ ad? A. Account executive B. Creative director C. Art director D. Media specialist E. Copywriter

C. Art director

What is the purpose of social media as a PR​ tool? A. To generate publicity B. Product promotion C. Consumer engagement with the brand D. To generate controversy E. Brand awareness

C. Consumer engagement with the brand

BP's massive oil spill in the Gulf of Mexico is an example of​ ________. A. advocacy advertising B. public relations C. negative publicity D. corporate advertising E. image advertising

C. negative publicity

Why do some major global companies rely on​ in-house marketing and​ in-house staff for creative work rather than an ad​ agency? A. Better understanding of the foreign market B. Avoidance of agency fees C. More creative options D. Greater control of message and media E. Better understanding of digital media

D. Greater control of message and media

Jeep® held a​ by-invitation-only event at the​ Nürburgring in Germany to introduce their 2018 lineup and provide potential buyers with an opportunity to try a​ Jeep® on a variety of terrains. This is an example of which of the​ following? A. Sponsorship B. Advertising C. Earned media D. Public relations E. Publicity

D. Public relations

If advertising agencies are thought of as​ "idea factories," which of the following is core to creative strategy​ development? A. The creative design B. Advertising appeal C. The selling proposition D. The big idea E. The message

D. The big idea

Which of the following best describes the viewpoint of the​ "one world, one​ voice" approach to global​ advertising? A. The message should be localized and the media global. B. The message should be global and the media localized. C. The message and media should be localized. D. The message and the media should be globalized. E. The message and media should be regionalized.

D. The message and the media should be globalized.

In​ marketing, which of the following refers to the promise or claim that captures the reason for buying the product or the benefit that ownership​ brings? A. Creative execution B. Symbolism C. Emotional appeal D. The selling proposition E. Creative strategy

D. The selling proposition

Companies that are​ ________ typically allow managers at the​ local, national level to make ad agency selection decisions. A. polycentric B. geocentric C. privately owned D. decentralized E. centralized

D. decentralized

In the past ten​ years, the number of automobiles in Moscow has increased from​ 300,000 to 3 million. As a​ result, which of the following is the advertising medium of choice in​ Moscow? A. Newspaper B. Radio C. Television D. Internet E. Billboards

E. Billboards

Which of the following individuals would typically be responsible for the content of ads based on rational​ appeal? A. Art director B. Graphic artist C. Media specialist D. Creative director E. Copywriter

E. Copywriter

In addition to increasing spending on Internet​ advertising, promotional budgets reflect increased spending for which of the​ following? A. Billboards B. Direct mail C. Cinema advertising D. Buyer behavior research E. Customer Relationship Management​ (CRM)

E. Customer Relationship Management​ (CRM)

Which of the following is one of the most basic needs for the public relations​ professional? A. Research skills B. Product knowledge C. Ability to speak the language of the host country D. Expertise in budgeting E. Knowledge of the audience

E. Knowledge of the audience

In an advertising​ agency, the individual responsible for the written materials used in print advertising and the scripts used in broadcast advertising is the​ ________. A. media specialist B. graphic artist C. creative director D. art director E. copywriter

E. copywriter

If an advertising​ agency, in addition to creating​ ads, provides other services such as market​ research, media​ buying, and direct​ marketing, it is considered​ a(n) ________. A. advertising organization B. proprietary agency C. global agency D. in-house agency E. full-service agency

E. full-service agency