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WorksheetsInternational Marketing Chapter 13 Quiz
Total questions: 10
Worksheet time: 8mins
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
