14) There is a growing tendency for Western clients to designatea(n) ________ to facilitate
the integration of worldwide marketing and advertisingfunctions. (2 points)
A) outside ad agency in home country
B) local ad agency in the home country and in each nationalmarket
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 Moscowhas increased from 300,000
to 3 million. As a result, which of the following is the mediumof choice in Moscow? (2
points)
A) Radio
B) Newspaper
C) Billboards
D) Internet
E) Television
16) Walmart's global advertising is a form of marketingcommunications. Advertising represents
which of the following "four P's" in the marketing mix? (2points)
A) People
B) Price
C) Product
D) Promotion
E) Place
17) Nestle's differences in advertising appeals from theoriginal chic and classy Perrier glass
bottle to the newer small and convenient plastic Perrier bottlesthat 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 withenvironmental concerns led to a
decrease in sales of Nestle's bottled water. Perception issueslike 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 PureLifeWater." The environmentally
friendly and sustainable message for the new brand is an exampleof 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 programmingadvertisements for the Super
Bowl. Those tasked with the visual creativity, development, andexecution of those advertisements
would be ________. (2 points)
A) supermarket personnel
B) Sales Directors
C) CEOs
D) Art Directors
E) Copywriters
