The term magalog is used to describe which communication medium?
A) direct mail
B) Groupons
C) coupons
D) catalogs
E) infomercials
Answer: D) catalogs
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Global Marketing Chapter 14
- Dietrich Mateschitz, Red Bull's creator, stated "When we first started, we said that there is not an existing market for Red Bull." The reasons behind Red Bull's success include all of the following except:
- The effective integration of products and brands with entertainment can be seen on the TV hit American Idol. This type of trend is referred to as:
- Celeste Atkinson is a lifestyle and entertainment manager for Audi, and her job is to create buzz by ensuring that vehicles such as the Audi A8L and the S8 sports sedan figure in paparazzi photos. This is referred to as:
- In fall 2002, a new Broadway production of Puccini's La Boheme was set in Paris circa 1957. The stage set included billboards for luxury pen maker Montblanc and Piper-Heidsieck champagne. This is an example of:
- Product placement has reached the world of live theater and opera. The difference between product placement and other forms of promotion is:
- Chinese authorities ratified the WHO's Framework Convention on Tobacco Controls; which means:
- Worldwide spending on outdoor advertising amounts to about ________ of total ad spending.
- A ban on billboards in Brazil meant they have to come down, and in addition, transit ads on buses and taxis were not allowed. Denied access to traditional outdoor advertising, companies devised a number of alternative ways to communicate with prospective customers. These ways included all of the following except:
- Traditional support media include:
- Interactive television (ITV) allows viewers to see the ad in its entirety by pressing a remote button; to order products from home-shopping channels; or choose different camera angles, such as in sports events. Comments by James Pennefather, brand manager for Smirnoff, UK, based on comparison of traditional TV ads to ITV features included all of the following except:
- Industry observers expect the popularity of home shopping to increase during the next few years due to:
- Chinese direct-response television has learned that there are many obstacles that still need to be overcome, which include all of the following except:
- Thomas Burke, an executive at Saatchi & Saatchi, is quoted as saying ________ are "the most powerful form of advertising ever created."
- In Hong Kong and Singapore, Western catalogers are finding it easy to market because of all of the following reasons except:
- Which country or region offers direct marketers the advantage of a well-developed mailing list industry?
- Which of the following is not a useful guideline for U.S.-based direct marketers wishing to reach global customers?
- Which of the following environmental characteristics affects use of direct marketing in Europe?
- Which of the following is not characteristic of mass marketing?
- Which of the following is not characteristic of direct marketing?
- Peppers and Rogers described different steps that are involved in one-to-one marketing. These steps include all of the following except:
- Benefits for using sales agents include all of the following except:
- After much trial and error in creating sales forces, most companies today attempt to establish a:
- Other international personal selling approaches that fall somewhere between sales agents and full-time employee teams include all of the following except:
- When a company must decide on the composition of its foreign sales force, which alternative is generally the most expensive?