Question 1

Publicity is similar to advertising in that companies pay the media for placement of stories and news items.

Accepted Answer

A) True 
 B)False  False

Question 2

As companies recognize and embrace new concepts such as the globalization of "the coffee culture," the potential for effective global advertising:

Accepted Answer

A) decreases. 
B) increases. 
C) remains the same. 
D) becomes evident. 
E) is ignored. 
A) decreases. 
B) increases. 
C) remains the same. 
D) becomes evident. 
E) is ignored. B

Question 3

According to data published by Advertising Age (2014), which of the following is the largest global advertising organization based on worldwide revenues?

Accepted Answer

A) WPP Group 
B) Interpublic Group 
C) Omnicom Group 
D) Dentsu Inc. 
E) Havas 
A) WPP Group 
B) Interpublic Group 
C) Omnicom Group 
D) Dentsu Inc. 
E) Havas A

Question 4

Advocacy advertising enhances the public's perception of a company, creates goodwill, or announces a major change.

Accepted Answer

A) True 
 B)False

Question 5

In Chinese, the word beef connotes manliness, strength, and skill. Television commercials for the Quarter Pounder have sex appeal

Accepted Answer

A) True 
 B)False

Question 6

Which company ranks number one in terms of worldwide ad spending for the year 2013?

Accepted Answer

A) General Motors 
B) Philip Morris 
C) Unilever 
D) Procter & Gamble 
E) Coca-Cola 
A) General Motors 
B) Philip Morris 
C) Unilever 
D) Procter & Gamble 
E) Coca-Cola

Question 7

In Southern China, McDonald's is careful not to advertise prices with multiple occurrences of the number 4 because:

Accepted Answer

A) prices ending in odd numbers are preferred in China. 
B) there is no number four in the Chinese language. 
C) the word four is pronounced similar to the word death in Cantonese. 
D) multiple occurrences are considered as unlucky in China. 
E) prices are not included on menus in China. 
A) prices ending in odd numbers are preferred in China. 
B) there is no number four in the Chinese language. 
C) the word four is pronounced similar to the word death in Cantonese. 
D) multiple occurrences are considered as unlucky in China. 
E) prices are not included on menus in China.

Question 8

In a massive security breach, North Korean hackers leaked data, memos, and films stolen from Sony in retaliation for Sony Pictures Entertainment's The Interview.

Accepted Answer

A) True 
 B)False

Question 9

The elements of the promotion mix are advertising, public relations, personal selling, process, and sales promotion.

Accepted Answer

A) True 
 B)False

Question 10

Ads that tickle the funny bone of the intended audience and evoke response that will direct purchase behavior are based on:

Accepted Answer

A) rational appeals. 
B) emotional appeals. 
C) SRC appeals. 
D) melodramatic appeals. 
E) localized appeal. 
A) rational appeals. 
B) emotional appeals. 
C) SRC appeals. 
D) melodramatic appeals. 
E) localized appeal.

Question 11

In Greece, ads show ketchup pouring over pasta, eggs, and cuts of meat. This is an example which shows that ketchup is the product category most likely to elicit cultural sensitivity.

Accepted Answer

A) True 
 B)False

Question 12

India leads the world in terms of watching the most television; daily viewership is 5 hours, 39 minutes each day.

Accepted Answer

A) True 
 B)False

Question 13

A critical factor in India's media environment is the lack of penetration by cable television and the fact that only about 4 million Indians currently subscribe to an Internet service.

Accepted Answer

A) True 
 B)False

Question 14

The words that are the spoken or written communication elements in advertisements are known as:

Accepted Answer

A) copy. 
B) manuscript. 
C) idea. 
D) script. 
E) writings. 
A) copy. 
B) manuscript. 
C) idea. 
D) script. 
E) writings.

Question 15

In China, a humorous TV ad showing a student humiliating a teacher in the classroom would be an effective execution for a soft drink brand.

Accepted Answer

A) True 
 B)False

Question 16

A supplier in China was accused of selling outdated meat to the fast-food giant McDonald's. Sales declined as a result.

Accepted Answer

A) True 
 B)False

Question 17

Which of the following is true about advertising expenditures in Germany and Brazil?

Accepted Answer

A) Television is the leading medium in both Germany and Brazil. 
B) Newspapers are the leading medium in both Germany and Brazil. 
C) Television is the leading medium in Brazil; newspapers are the leading medium in Germany. 
D) Television is the leading medium in Germany; newspapers are the leading medium in Brazil. 
E) Magazines are the leading medium in Brazil and Germany. 
A) Television is the leading medium in both Germany and Brazil. 
B) Newspapers are the leading medium in both Germany and Brazil. 
C) Television is the leading medium in Brazil; newspapers are the leading medium in Germany. 
D) Television is the leading medium in Germany; newspapers are the leading medium in Brazil. 
E) Magazines are the leading medium in Brazil and Germany.

Question 18

The McDonald's print ads conveyed sexual innuendo. One execution featured a "beauty shot" of a Quarter Pounder with an extreme close-up of a woman's mouth in the background. This was created to use localized advertisement for all of the following reasons except:

Accepted Answer

A) beef is considered a luxury, upscale item in China. 
B) beef is perceived to boost energy. 
C) beef is perceived heighten sex appeal. 
D) in Chinese, the word beef connotes manliness, strength, and skill. 
E) magazines are the leading medium in China. 
A) beef is considered a luxury, upscale item in China. 
B) beef is perceived to boost energy. 
C) beef is perceived heighten sex appeal. 
D) in Chinese, the word beef connotes manliness, strength, and skill. 
E) magazines are the leading medium in China.

Question 19

Advertising, public relations, and other forms of communication are critical tools in the marketing program and reflect the ________ (P)of the marketing mix.

Accepted Answer

A) Product 
B) Promotion 
C) Price 
D) Place 
E) Process 
A) Product 
B) Promotion 
C) Price 
D) Place 
E) Process

Question 20

The significance of tobacco advertising is highlighted by the fact that ________ million people die each year as a direct result of consuming tobacco products.

Accepted Answer

A) two 
B) three 
C) four 
D) five 
E) six 
A) two 
B) three 
C) four 
D) five 
E) six

Publicity is similar to advertising in that companies pay the media for placement of stories and news items.

As companies recognize and embrace new concepts such as the globalization of "the coffee culture," the potential for effective global advertising:

According to data published by Advertising Age (2014), which of the following is the largest global advertising organization based on worldwide revenues?

Advocacy advertising enhances the public's perception of a company, creates goodwill, or announces a major change.

In Chinese, the word beef connotes manliness, strength, and skill. Television commercials for the Quarter Pounder have sex appeal

Which company ranks number one in terms of worldwide ad spending for the year 2013?

In Southern China, McDonald's is careful not to advertise prices with multiple occurrences of the number 4 because:

In a massive security breach, North Korean hackers leaked data, memos, and films stolen from Sony in retaliation for Sony Pictures Entertainment's The Interview.

The elements of the promotion mix are advertising, public relations, personal selling, process, and sales promotion.

Ads that tickle the funny bone of the intended audience and evoke response that will direct purchase behavior are based on:

In Greece, ads show ketchup pouring over pasta, eggs, and cuts of meat. This is an example which shows that ketchup is the product category most likely to elicit cultural sensitivity.

India leads the world in terms of watching the most television; daily viewership is 5 hours, 39 minutes each day.

A critical factor in India's media environment is the lack of penetration by cable television and the fact that only about 4 million Indians currently subscribe to an Internet service.

The words that are the spoken or written communication elements in advertisements are known as:

In China, a humorous TV ad showing a student humiliating a teacher in the classroom would be an effective execution for a soft drink brand.

A supplier in China was accused of selling outdated meat to the fast-food giant McDonald's. Sales declined as a result.

Which of the following is true about advertising expenditures in Germany and Brazil?

The McDonald's print ads conveyed sexual innuendo. One execution featured a "beauty shot" of a Quarter Pounder with an extreme close-up of a woman's mouth in the background. This was created to use localized advertisement for all of the following reasons except:

Advertising, public relations, and other forms of communication are critical tools in the marketing program and reflect the ________ (P)of the marketing mix.

The significance of tobacco advertising is highlighted by the fact that ________ million people die each year as a direct result of consuming tobacco products.

Introduction to Global Marketing

The Global Economic Environment

The Global Trade Environment

Social and Cultural Environments

The Political, Legal, and Regulatory Environments

Global Information Systems and Market Research

Segmentation, Targeting, and Positioning

Importing, Exporting, and Sourcing

Global Market Entry Strategies: Licensing, Investment, and Strategic Alliances

Brand and Product Decisions in Global Marketing

Pricing Decisions

Global Marketing Channels and Physical Distribution

Global Marketing Communications Decisions 2: Sales Promotion, Personal Selling, and Special Forms of Marketing Communication

Global Marketing and the Digital Revolution

Strategic Elements of Competitive Advantag

Leadership, Organization, and Corporate Social Responsibility

Filters

Exam 13: Global Marketing Communications Decisions I: Advertising and Public Relations

Publicity is similar to advertising in that companies pay the media for placement of stories and news items.

As companies recognize and embrace new concepts such as the globalization of "the coffee culture," the potential for effective global advertising:

According to data published by Advertising Age (2014), which of the following is the largest global advertising organization based on worldwide revenues?

Advocacy advertising enhances the public's perception of a company, creates goodwill, or announces a major change.

In Chinese, the word beef connotes manliness, strength, and skill. Television commercials for the Quarter Pounder have sex appeal

Which company ranks number one in terms of worldwide ad spending for the year 2013?

In Southern China, McDonald's is careful not to advertise prices with multiple occurrences of the number 4 because:

In a massive security breach, North Korean hackers leaked data, memos, and films stolen from Sony in retaliation for Sony Pictures Entertainment's The Interview.

The elements of the promotion mix are advertising, public relations, personal selling, process, and sales promotion.

Ads that tickle the funny bone of the intended audience and evoke response that will direct purchase behavior are based on:

In Greece, ads show ketchup pouring over pasta, eggs, and cuts of meat. This is an example which shows that ketchup is the product category most likely to elicit cultural sensitivity.

India leads the world in terms of watching the most television; daily viewership is 5 hours, 39 minutes each day.

A critical factor in India's media environment is the lack of penetration by cable television and the fact that only about 4 million Indians currently subscribe to an Internet service.

The words that are the spoken or written communication elements in advertisements are known as:

In China, a humorous TV ad showing a student humiliating a teacher in the classroom would be an effective execution for a soft drink brand.

A supplier in China was accused of selling outdated meat to the fast-food giant McDonald's. Sales declined as a result.

Which of the following is true about advertising expenditures in Germany and Brazil?

The McDonald's print ads conveyed sexual innuendo. One execution featured a "beauty shot" of a Quarter Pounder with an extreme close-up of a woman's mouth in the background. This was created to use localized advertisement for all of the following reasons except:

Advertising, public relations, and other forms of communication are critical tools in the marketing program and reflect the ________ (P)of the marketing mix.

The significance of tobacco advertising is highlighted by the fact that ________ million people die each year as a direct result of consuming tobacco products.

Introduction to Global Marketing

The Global Economic Environment

The Global Trade Environment

Social and Cultural Environments

The Political, Legal, and Regulatory Environments

Global Information Systems and Market Research

Segmentation, Targeting, and Positioning

Importing, Exporting, and Sourcing

Global Market Entry Strategies: Licensing, Investment, and Strategic Alliances

Brand and Product Decisions in Global Marketing

Pricing Decisions

Global Marketing Channels and Physical Distribution

Global Marketing Communications Decisions 2: Sales Promotion, Personal Selling, and Special Forms of Marketing Communication

Global Marketing and the Digital Revolution

Strategic Elements of Competitive Advantag

Leadership, Organization, and Corporate Social Responsibility

Filters