Contemporary Advertising
17th Edition
ST
UV
TEST BANK
IA
_A
Michael F. Weigold
PP
────────────────────────────────────────────────────
Comprehensive Test Bank for Instructors
RO
and Students
VE
© Michael F. Weigold.
All rights reserved. Reproduction or distribution without permission is prohibited.
D ?
© BooksbyMed
, Contemporary Advertising – 17th Edition
(ISBN 9781266128882)
Michael F. Weigold
TABLE OF CONTENTS
Chapter 1. Advertising and IMC Today
Chapter 2. The Big Picture: The Functions of Advertising and Its Evolution
ST
Chapter 3. The Big Picture: Economic, Ethical, and Regulatory Aspects
Chapter 4. The Scope of Advertising: From Local to Global
Chapter 5. Marketing and Consumer Behavior: The Foundations of IMC
UV
Chapter 6. Market Segmentation and the Marketing Mix: Determinants of
Campaign Strategy
Chapter 7. Research: Gathering Information for IMC Planning
Chapter 8. Marketing and IMC Planning
IA
Chapter 9. Planning Media Strategy: Disseminating the Message
Chapter 10. Creative Strategy and the Creative Process
Chapter 11. Creative Execution: Art and Copy
_A
Chapter 12. Advertising in Print Media
Chapter 13. Using Audio and Video Media
Chapter 14. Using Digital Interactive Media
Chapter 15. Social Media
PP
Chapter 16. Using Out-of-Home, Exhibitive, and Supplementary Media
Chapter 17. Relationship Building: Direct Marketing, Personal Selling, and
Sales Promotion
Chapter 18. Relationship Building: Public Relations, Sponsorship, and
RO
Corporate Advertising
VE
D ?
© BooksbyMed
,Student name:__________
1) The characteristics of great ads have two dimensions: novelty and persuasiveness.
⊚ true
⊚ false
2) The first thing an ad must do is entertain the audience member.
ST
⊚ true
⊚ false
UV
3) The best ads communicate their message via a concept, defined as an interesting tool or
device used to communicate the message.
⊚ true
IA
⊚ false
4) The creative brief is a simple written statement of the most important issues to consider in the
_A
development of the campaign.
⊚ true
⊚ false
PP
5) For the creative team, the mission statement provides a guide to the who, what, where, when,
and why of the advertising message.
RO
⊚ true
⊚ false
6) A creative brief should be approximately two to three pages long.
VE
⊚ true
⊚ false
D?
7) A common technique used by campaigns to inform a consumer is to use word plays and
verbal or visual metaphors.
⊚ true
⊚ false
Version 1 1
, 8) Ravikant makes his decisions by taking the data from his team and analyzing it in a
spreadsheet, and then reasoning through to the most logical answer. Ravikant is using soft
thinking to make his choices.
⊚ true
⊚ false
ST
9) People who think in a fact-based manner are better at embracing change, conflict, and
paradox.
⊚ true
UV
⊚ false
10) Fact-based thinkers tend to be linear thinkers and prefer to have facts and figures—hard
data—they can analyze and control.
IA
⊚ true
⊚ false
_A
11) Value-based thinkers make decisions based on intuition, values, and ethical judgments.
⊚ true
⊚ false
PP
12) The Explorer, an imaginary role adopted by creatives, experiments and plays with a variety
RO
of approaches, looking for an original idea.
⊚ true
⊚ false
VE
13) The Warrior, an imaginary role adopted by creatives, overcomes excuses, idea killers,
setbacks, and obstacles to bring a creative concept to realization.
⊚ true
⊚ false
D?
Version 1 2
17th Edition
ST
UV
TEST BANK
IA
_A
Michael F. Weigold
PP
────────────────────────────────────────────────────
Comprehensive Test Bank for Instructors
RO
and Students
VE
© Michael F. Weigold.
All rights reserved. Reproduction or distribution without permission is prohibited.
D ?
© BooksbyMed
, Contemporary Advertising – 17th Edition
(ISBN 9781266128882)
Michael F. Weigold
TABLE OF CONTENTS
Chapter 1. Advertising and IMC Today
Chapter 2. The Big Picture: The Functions of Advertising and Its Evolution
ST
Chapter 3. The Big Picture: Economic, Ethical, and Regulatory Aspects
Chapter 4. The Scope of Advertising: From Local to Global
Chapter 5. Marketing and Consumer Behavior: The Foundations of IMC
UV
Chapter 6. Market Segmentation and the Marketing Mix: Determinants of
Campaign Strategy
Chapter 7. Research: Gathering Information for IMC Planning
Chapter 8. Marketing and IMC Planning
IA
Chapter 9. Planning Media Strategy: Disseminating the Message
Chapter 10. Creative Strategy and the Creative Process
Chapter 11. Creative Execution: Art and Copy
_A
Chapter 12. Advertising in Print Media
Chapter 13. Using Audio and Video Media
Chapter 14. Using Digital Interactive Media
Chapter 15. Social Media
PP
Chapter 16. Using Out-of-Home, Exhibitive, and Supplementary Media
Chapter 17. Relationship Building: Direct Marketing, Personal Selling, and
Sales Promotion
Chapter 18. Relationship Building: Public Relations, Sponsorship, and
RO
Corporate Advertising
VE
D ?
© BooksbyMed
,Student name:__________
1) The characteristics of great ads have two dimensions: novelty and persuasiveness.
⊚ true
⊚ false
2) The first thing an ad must do is entertain the audience member.
ST
⊚ true
⊚ false
UV
3) The best ads communicate their message via a concept, defined as an interesting tool or
device used to communicate the message.
⊚ true
IA
⊚ false
4) The creative brief is a simple written statement of the most important issues to consider in the
_A
development of the campaign.
⊚ true
⊚ false
PP
5) For the creative team, the mission statement provides a guide to the who, what, where, when,
and why of the advertising message.
RO
⊚ true
⊚ false
6) A creative brief should be approximately two to three pages long.
VE
⊚ true
⊚ false
D?
7) A common technique used by campaigns to inform a consumer is to use word plays and
verbal or visual metaphors.
⊚ true
⊚ false
Version 1 1
, 8) Ravikant makes his decisions by taking the data from his team and analyzing it in a
spreadsheet, and then reasoning through to the most logical answer. Ravikant is using soft
thinking to make his choices.
⊚ true
⊚ false
ST
9) People who think in a fact-based manner are better at embracing change, conflict, and
paradox.
⊚ true
UV
⊚ false
10) Fact-based thinkers tend to be linear thinkers and prefer to have facts and figures—hard
data—they can analyze and control.
IA
⊚ true
⊚ false
_A
11) Value-based thinkers make decisions based on intuition, values, and ethical judgments.
⊚ true
⊚ false
PP
12) The Explorer, an imaginary role adopted by creatives, experiments and plays with a variety
RO
of approaches, looking for an original idea.
⊚ true
⊚ false
VE
13) The Warrior, an imaginary role adopted by creatives, overcomes excuses, idea killers,
setbacks, and obstacles to bring a creative concept to realization.
⊚ true
⊚ false
D?
Version 1 2
