Part 10

Question 1

Nike has recognized that the various elements of their communication strategy must be carefully coordinated embracing the
IMC concept. What does IMC stand for?
A. Integrated mass communications
B. Integrated materials control
C. Integrated marketing communications
D. Integrated marketing control
E. Integrated media communications

Answer 1

C. Integrated marketing communications

Question 2

According to data compiled by various industry groups, worldwide advertising expenditures in 2012 passed the \_\_\_\_\_\_\_
milestone.
A. $1.5 trillion
B. $140 billion
C. $320 billion
D. $500 billion
E. $940 million

Answer 2

D. $500 billion

Question 3

Which company is the world's number one advertiser?
A. Nestlé
B. L'Oreal
C. Procter & Gamble
D. Samsung Electronics
E. Unilever

Answer 3

C. Procter & Gamble

Question 4

The benefits of greater control, superior product and brand knowledge, and lower cost come from which of the following:
A. local ad agency in the home country and in each national market
B. global ad agency
C. combination of in-house and outside ad agencies
D. outside ad agency in home country
E. in-house ad agency

Answer 4

E. in-house ad agency

Question 5

\_\_\_\_\_\_\_\_\_\_ include(s) one or more "core" advertising agencies as well as units specializing in direct marketing, marketing
services, public relations, or research.
A. An independent intermediary
B. A market research firm
C. Umbrella corporations
D. Proactive agencies
E. An advertising agency

Answer 5

C. Umbrella corporations

Question 6

According to data published by Advertising Age (2016), which of the following is the largest global advertising organization
based on worldwide revenues?
A. Publicis Groupe (Paris)
B. WPP Group (London)
C. Omnicom Group (New York)
D. Dentsu Inc. (Tokyo)
E. Interpublic Group (New York)

Answer 6

B. WPP Group (London)

Question 7

In addition to creating advertising, \_\_\_\_\_\_\_\_provide other services, such as market research, media, and direct marketing.
A. limited service agencies
B. full service agencies
C. holding companies
D. large corporations
E. umbrella companies

Answer 7

B. full service agencies

Question 8

Which of the following statements is TRUE regarding the advertising industry?
A. The advertising industry lacks mobility.
B. The world of advertising moves at a slow pace.
C. Most of the major global advertising agency companies are umbrella corporations or holding companies.
D. The world of advertising agencies is static and rarely changes.
E. Top executives at advertising agencies typically stay with the organization for a long time.

Answer 8

C. Most of the major global advertising agency companies are umbrella corporations or holding companies.

Question 9

All of the following are issues that should be considered in selecting an advertising agency EXCEPT:
A. size of the agency
B. buyer perception
C. area coverage
D. national responsiveness
E. company organization

Answer 9

A. size of the agency

Question 10

In an advertising agency, the individual responsible for the overall look of the ad is the \_\_\_\_\_\_\_\_.
A. creative director
B. media specialist
C. graphic artist
D. copywriter
E. art director

Answer 10

E. art director

Question 11

Knowledge of which of the following aspects of cultural knowledge is essential for creative advertising?
A. Symbolism
B. Religion
C. Music
D. Linguistics
E. Literature

Answer 11

A. Symbolism

Question 12

Advertising agencies can be thought of as “idea factories”; in industry parlance, the Holy Grail in creative strategy development
is something known as the ______________.
A. right story
B. story that fits
C. big decision
D. big idea
E. big graphic

Answer 12

D. big idea

Question 13

In advertising, a(n) _______ is an agent who chooses graphics, pictures, type styles, and other visual elements and has the
general responsibility for the overall look of an advertisement.
A. art director
B. IMC manager
C. logistics specialist
D. copywriter
E. PR practitioner

Answer 13

A. art director

Question 14

In advertising, which type of agency personnel would need to be a language specialist?
A. Art director
B. PR practitioner
C. Copywriter
D. Logistics specialist
E. IMC manager

Answer 14

C. Copywriter

Question 15

In a recent global campaign for IKEA, the copywriter came up with the following copy: “It’s a place for love…a place for
memories…a place for laughter. Home is the most important place in the world.” This is a classic example of a(an) __________.
A. creative appeal
B. selling proposition
C. advertising appeal
D. emotional appeal
E. rational appeal

Answer 15

D. emotional appeal

Question 16

Which of the following is the number one advertising medium based on global expenditures?
A. Billboards
B. Newspaper
C. Television
D. Radio
E. Internet

Answer 16

C. Television

Question 17

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?
A. Radio
B. Newspaper
C. Internet
D. Billboards
E. Television

Answer 17

D. Billboards

Question 18

Electronic media options for global advertising include all of the following EXCEPT \_\_\_\_\_\_.
A. cable television
B. radio
C. broadcast television
D. direct mail
E. the Internet

Answer 18

D. direct mail

Question 19

Which media vehicle is on track to surpass television advertising spending for the first time?
A. Billboards
B. Newspapers
C. Print
D. Radio
E. Digital

Answer 19

E. Digital

Question 20

There are 3 million cars in Moscow. This creates massive traffic delays. Due to this, \_\_\_\_\_\_ are the advertising medium of
choice in Moscow.
A. magazine ads
B. Internet ads
C. radio ads
D. billboards
E. newspaper ads

Answer 20

D. billboards

Question 21

Which country banned advertising to children younger than 12 years of age?
A. France
B. Norway
C. Sweden
D. Russia
E. Germany

Answer 21

C. Sweden

Question 22

\_\_\_\_\_\_\_\_\_\_ is a strategic communication process that builds mutually beneficial relationships between organizations and their
publics.
A. Paid media
B. Unearned media
C. Public relations
D. Earned media
E. Publicity

Answer 22

C. Public relations

Question 23

Following negative publicity, companies should use which of the following?
A. Image advertising
B. Frequent postings on Facebook
C. Advocacy agents
D. A publicist
E. No comment strategy until it “blows over.”

Answer 23

A. Image advertising

Question 24

Which promotional mix element is most closely associated with activities designed to foster goodwill and understanding with
various constituents both inside and outside the company?
A. Advertising
B. Sales promotion
C. Personal selling
D. Public relations
E. Publicity

Answer 24

D. Public relations

Question 25

What type of advertising helps a company call attention to the company's other communications efforts?
A. Corporate advertising
B. Advocacy advertising
C. Publicity
D. Radio advertising
E. Image advertising

Answer 25

B. Advocacy advertising

Question 26

Nike and Walmart have received a great deal of negative publicity regarding what issue?
A. Alleged sweatshop conditions in factories run by subcontractors
B. Insider trading
C. Deceptive pricing
D. False advertising
E. Unsafe products

Answer 26

A. Alleged sweatshop conditions in factories run by subcontractors

Question 27

Fires and collapsed buildings at garment factories in Bangladesh revived concerns about the global supply chain and the
human cost of low-priced goods. This caused ______________ for Wal-Mart Corporation in the United States.
A. advertising problems
B. distribution problems
C. pricing problems
D. sales promotion problems
E. public relations problems

Answer 27

E. public relations problems