Question :
71. (p. 479) ‘Asahi’ the largest newspaper of ____. A. GermanyB. SpainC. JapanD. MexicoE. China
72. (p. 481) The president of the Mex : 1242139
71. (p. 479) ‘Asahi’ is the largest newspaper of ____.
A. Germany
B. Spain
C. Japan
D. Mexico
E. China
72. (p. 481) The president of the Mexican National Advertisers Association charged that newspaper circulation figures are grossly exaggerated. He suggested that as a rule, agencies should:
A. divide the circulation data in two and take the result with a grain of salt.
B. avoid using newspaper as a medium of advertisement in Mexico.
C. use newspaper circulation figures from other countries and project them for Mexico.
D. consider television as the best medium of advertisement in Mexico.
E. use magazines for print advertisements rather than newspaper.
73. (p. 481) According to the text, one of the reasons for the notably low use of foreign national consumer magazines by international advertisers is that:
A. consumers in most of the countries rarely read magazines.
B. few magazines have a large circulation and provide reliable circulation data.
C. in most international markets, consumers read American magazines.
D. international magazines are generally incompatible with company values.
E. advertising in magazines is costly as compared to any other medium of advertisement.
74. (p. 481) Which of the following are considered to be major communications media in most countries?
A. Newspapers and magazines
B. Radio and television
C. Newspapers and the Internet
D. Billboards and television
E. Radio and newspapers
75. (p. 482) _____ was the first to broadcast across Asia.
A. Star TV
B. CNN
C. ESPN
D. MTV
E. Al-Jazeera
76. (p. 482) According to the text, one of the drawbacks of satellites is:
A. the cost of creating an advertisement with high picture quality for the satellite television.
B. the limited reach of the satellite television.
C. the monopoly of small number of satellite service providers.
D. the government regulations placed on advertisements broadcasted using satellite channels.
E. their ability to span a wide geographical region covering many different country markets.
77. (p. 483) _____ is an innovation that will make regional advertising in diverse cultures easier than it presently is when using cable or satellite television. It allows ESPN, which offers this service, to fill visual real estate—blank walls, streets, stadium sidings—with computer-generated visuals that look like they belong in the scene.
A. Princeton Video Imaging
B. Texas Digital Imaging
C. Massachusetts Video Imaging
D. Texas Visual Imaging
E. Princeton Digital Imaging
78. (p. 483) Direct mail is an unpopular medium in Chile because:
A. the literacy level in Chile is extremely low.
B. the receiver must pay for part of the cost of the direct mail piece.
C. the direct mail uses paper and hence it is considered as a threat to the environment.
D. the reach of the direct mail is extremely limited in Chile.
E. the direct mail communication in Chile is governed by complicated government regulations.
79. (p. 483) It has emerged as a viable medium for advertising and should be included in a company’s possible media mix. It is limited in its penetration of households globally and for consumer products, its major limitation is coverage. This media suffers from issues such as difficulty in assessing taxes, unfair competition, import duties, and privacy. Also it is difficult to control this media. Identify the media in the discussion.
A. Radio
B. Direct mail
C. Magazines
D. Newspapers
E. The Internet
80. (p. 484) According to a survey, the most visited Web sites in France are ____.
A. Yahoo! sites
B. Microsoft sites
C. Wikipedia sites
D. T-Online sites
E. Google sites
