International Marketing Chapter 13 Quiz

Worldwide, which media advertising expenditures are projected to soon surpass television advertising spending for the first time?

• Radio

• Newspaper

• Billboards

• Digital

Which of the following global companies is ranked number one in worldwide ad spending in 2021?

• Coca-Cola

• Unilever

• Procter & Gamble

• McDonald's

Which of the following is one of the most basic needs for the public relations professional?

• Knowledge of the audience

• Expertise in budgeting

• Product knowledge

• Ability to speak the language of the host country

In an advertising agency, the individual responsible for the written materials used in print advertising and the scripts used in broadcast advertising is the ________.

• creative director

• art director

• copywriter

• media specialist

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?

• Art director

• Media specialist

• Copywriter

• Creative director

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?

• Creative strategy

• Symbolism

• Emotional appeal

• The selling proposition

Which of the following best describes the viewpoint of the “one world, one voice” approach to global advertising?

• The message should be localized and the media global.

• The message and media should be regionalized.

• The message and the media should be globalized.

• The message and media should be localized.

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?

• Global product platforms

• Adaptable advertising

• Integrated marketing communication (IMC)

• Pattern advertising

Which of the following types of media is most effective when literacy rates are low?

• Newspapers

• Magazines

• Television

• Radio

What is the purpose of social media as a PR tool?

• Product promotion

• Brand awareness

• To generate publicity

• Consumer engagement with the brand