Which of the following best defines the term 'relative pull'?

A) The number of people exposed to the message.
B) The average number of times someone is exposed.
C) The ability to draw repeat visits and to keep people.
D) A comparison of how well different creative executions generate a response.
E) The number of people exposed to an online ad who actually select to see it.

Which of the following is recommended by Howard Perlmutter for measuring a company's degree of internationalization?

A) The number of countries in customer base
B) The number of foreign-born employees
C) Management's attitude toward foreign operations
D) The nationality of the firm's chief executive officer
E) Where headquarters is located