Question

Which of the following is NOT a part of the digital conversion funnel?

	a.	Click-through
	b.	Brand awareness
	c.	Digital ad exposure
	d.	Engagement

An arguments in favor of boycotting Nestlé baby formula from third world markets is:

	a.	All of the above
	b.	The bond between baby and mother is strengthened during breastfeeding
	c.	Breastfeeding delays fertility, helping mothers space births
	d.	Breast milk has many natural benefits lacking in formula

The reason for India’s explosive growth in Internet users is:

	a.	Infrastructure growth
	b.	Decreased government regulation
	c.	Mobile access
	d.	All of these

Which industry spends the most on advertising globally?

	a.	Automotive
	b.	Media telecommunications
	c.	Retailers
	d.	Food beverage and personal healthcare

Which of the following is a reason Asia has accepted online shopping fast than anywhere else?

	a.	None of these
	b.	These countries have more developed infrastructure
	c.	These countries have well-established routines
	d.	These countries have a greater percentage of young people

Which of the following advertising messages had global success?

	a.	Nokia’s “Connecting People” AND Audi’s “Advantage Through Technique”
	b.	Nokia’s “Connecting People”
	c.	Audi’s “Advantage Through Technique”
	d.	Chrysler’s “Dart is Power”

Which country has the highest percentage of local artists in the top ten albums of 2013?

	a.	Italy
	b.	The U.S.
	c.	Sweden
	d.	Japan

Which is NOT considered part of the consumer journey?

	a.	Explore
	b.	Feedback
	c.	Discover
	d.	Engage

Which media has the lowest CPM (Cost Per Thousand) figure?

	a.	Newspaper
	b.	Magazine
	c.	Online
	d.	Television

Which country has the largest advertising expenditure percentage GROWTH from 2014 to the predicted level at 2017?

	a.	Japan
	b.	Brazil
	c.	The U.S.
	d.	China

Which of the following is considered the major alternatives in digital advertising?

	a.	E-mail advertising
	b.	Search advertising AND E-mail advertising
	c.	Search advertising
	d.	Web advertising

What is a typical component of digital market research?

	a.	Brand image
	b.	All of the above
	c.	Qualitative research
	d.	Market potential

Coca-Cola used ICrossing to outsource their:

	a.	Pay-per-click advertising
	b.	E-mail advertising
	c.	All of these
	d.	Search Engine Optimization (SEO) advertising

Which of the following is not considered one of Coca-Cola’s most successful campaigns?

	a.	“Open Happiness”
	b.	“Things Go Better With Coke”
	c.	“It’s the Real Thing”
	d.	“Always Coca-Cola”

All of the following are possible obstacles to digital global marketing EXCEPT:

	a.	Internet penetration
	b.	Fraud and credit card theft
	c.	Language barriers
	d.	Consumer demand

What is NOT a main way marketers use social media?

	a.	As an advertising platform to reach a certain market segment AND create buzz and good will toward the brand
	b.	Create buzz and good will toward the brand
	c.	As an advertising platform to reach a broad market segment
	d.	As an advertising platform to reach a certain market segment

Why have CDs remained a popular trend in Japan?

	a.	None of these
	b.	The clear and centralized copyright laws
	c.	The elaborate packaging with artist photos and memorabilia
	d.	The elaborate packaging with artist photos and memorabilia AND the clear and centralized copyright laws

What percentage of the world’s population has internet access as of 2014?

	a.	Just below 25%
	b.	Just below 75%
	c.	Just below 50%
	d.	Just below 90%

Procter & Gamble changing the message of their Pampers commercials from “solving a mother’s problem” in the Western world to “making your baby happy and beautiful” in Asian cultures is an example of:

	a.	None of these
	b.	Pattern standardization
	c.	Prototype advertising
	d.	A pitfall of varying core benefits across cultures

How is Whats App different from Facebook?

	a.	It’s not a social media website
	b.	Whats App does not collect personal information AND charges for access
	c.	Charges for access
	d.	Whats App does not collect personal information

Answer 1

1. a. Click-through

2.a. All of the above

3.c. Mobile access

4. d. Food beverage and personal healthcare

5.d. These countries have a greater percentage of young people

6.a. Nokia’s “Connecting People” AND Audi’s “Advantage Through Technique”

7.a. Italy

8.b. Feedback

9. c. Online

10.c.The U.S.

11. b. Search advertising AND E-mail advertising

12.b. All of the above

13.c. All of these

14.c. “It’s the Real Thing”

15.b. Fraud and credit card theft

16. c. As an advertising platform to reach a broad market segment

17. d. The elaborate packaging with artist photos and memorabilia AND the clear and centralized copyright laws

18. b. Just below 75%

19. d. A pitfall of varying core benefits across cultures

20. d. Whats App does not collect personal information

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