14) There is a growing tendency for Western clients to designate a(n) ________ t
ID: 339425 • Letter: 1
Question
14) There is a growing tendency for Western clients to designate a(n) ________ to facilitate
the integration of worldwide marketing and advertising functions. (2 points)
A) outside ad agency in home country
B) local ad agency in the home country and in each national market
C) combination of in-house and outside ad agencies
D) global ad agency
E) in-house ad agency
15) 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 medium of choice in Moscow? (2
points)
A) Radio
B) Newspaper
C) Billboards
D) Internet
E) Television
16) Walmart's global advertising is a form of marketing communications. Advertising represents
which of the following "four P's" in the marketing mix? (2 points)
A) People
B) Price
C) Product
D) Promotion
E) Place
17) Nestle's differences in advertising appeals from the original chic and classy Perrier glass
bottle to the newer small and convenient plastic Perrier bottles that are sold today would best
be described as ________. (2 points)
A) emotional appeal followed with rational appeal
B) a lack of artistic appeal
C) competitor differentiation
D) rational appeal followed with emotional appeal
E) poor appeal followed by pricier appeal
18) The negative publicity experienced by consumers with environmental concerns led to a
decrease in sales of Nestle's bottled water. Perception issues like this typically require companies
to take ________ efforts. (2 points)
A) increased selling
B) global expansion
C) public relations
D) competitor differentiation
E) alternative distribution channel
19) Today, Nestle has a new premium brand: "Nestle PureLife Water." The environmentally
friendly and sustainable message for the new brand is an example of all of the following except
________. (2 points)
A) publicity
B) global advertising
C) selling proposition
D) copywriting
E) rational appeal
20) Nestle has created large retail displays and programming advertisements for the Super
Bowl. Those tasked with the visual creativity, development, and execution of those advertisements
would be ________. (2 points)
A) supermarket personnel
B) Sales Directors
C) CEOs
D) Art Directors
E) Copywriters
Explanation / Answer
14)
d) global ad agencies
Use of global ad agencies is needed for effective integration of worldwide marketing and advertising functions so as to drive the demand for the company's products and services in international markets.
15)
a) Radio
Since there has been a tremendous growth in the number of automobiles in Moscow, and automobiles come with inbuilt radio, radio can be a preferred choice.
16)
d) Promotion
Advertising is used as a means of promotion to promote/raise awareness about the products offered by Walmart.
17)
c) Competitor differentiation
At the time Perrier was launched in glass bottles, it had very less competition. However, by early 2000's competition had increased and customers preferred handy and durable bottles which led to the change from glass to plastic bottles. These plastic bottles also saved costs for the company.
18)
c) Public Relations
In such scenarios where there is a threat to the reputation of the brand, the company has to perform increased public relations programs to create awareness about the legacy of the brand and control the damages occurred and prevent any further damage from occurring.
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