Global ad campaigns are appropriate:

a. for brands that play to domestic needs, values, and emotions.

b. for brands that can be adapted for a visual appeal. c. for translating advertising messages into dozens of languages.

d. for products that appeal to market segments with differing tastes.

e. for all products and services.

Products such as Swiss watches, Japanese automobiles, and French wine are automatically assumed to be superior to similar products from other countries because

a. of the halo effect.

b. they are perceived as high-quality products owing to their high prices.

c. of the country-of-origin effect.

d. they lend themselves to visual and image advertising.

e. they appeal to a market segment with universally similar tastes, interests, needs, and values.

Marketers should assess advertising effectiveness measures in order to:

a. determine the break-even point for total costs of advertising.

b. create data for marginal cost pricing strategies.

c. determine if advertising objectives are achieved. d. make sure advertising supported middlemen.

e. ensure all kinds of promotional techniques are used.

Consumer juries and portfolio tests are examples of:

a. single-source, real-world measures

b. posttest, real-world measures

c. laboratory measures

d. single source, posttest laboratory measures

e. real-world, pretest measures

The portfolio test for ads assumes that:

a. the ad that yields the highest recall is the most effective

b. reliability and validity are the most important part of the testing process

c. the consumer will closely scrutinize all ads that he or she sees

d. field and laboratory tests produce the same results e. there is no contextual difference between an animatic rough and a photomatic rough