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Contemporary Advertising
17th Edition
UV
TEST BANK
IA
20
Michael F. Weigold
26
────────────────────────────────────────────────────
Comprehensive Test Bank for Instructors
_A
and Students
© Michael F. Weigold. All rights reserved. Reproduction or
PP
distribution without permission is prohibited.
(All Chapters Covered)
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© edX_Stuvia
, Edrftgyihu jiuh
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Test Bank — Contemporary Advertising, 17th Edition — Michael F.
Weigold
Description
This test bank corresponds to the 17th edition of Contemporary Advertising by
Michael F. Weigold. It follows the official textbook structure and supports
UV
assessment of advertising strategy, integrated marketing communications,
media planning, creative execution, digital media, and relationship-building
practices.
Table of Contents
IA
Chapter 1: Advertising and IMC Today
Chapter 2: The Big Picture: The Functions of Advertising and Its Evolution
Chapter 3: The Big Picture: Economic, Ethical, and Regulatory Aspects
20
Chapter 4: The Scope of Advertising: From Local to Global
Chapter 5: Marketing and Consumer Behavior: The Foundations of IMC
Chapter 6: Market Segmentation and the Marketing Mix: Determinants of
Campaign Strategy
26
Chapter 7: Research: Gathering Information for IMC Planning
Chapter 8: Marketing and IMC Planning
Chapter 9: Planning Media Strategy: Disseminating the Message
Chapter 10: Creative Strategy and the Creative Process
_A
Chapter 11: Creative Execution: Art and Copy
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
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© edX_Stuvia
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VE
RO
PP
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26
20
IA
UV
,UV
IA
20
26
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PP
RO
VE
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gjggggggggggggggggggggggggggggggggggggffffffffffffffffffffffffffffffttttttttttttttttttttttttttttt
Contemporary Advertising
17th Edition
UV
TEST BANK
IA
20
Michael F. Weigold
26
────────────────────────────────────────────────────
Comprehensive Test Bank for Instructors
_A
and Students
© Michael F. Weigold. All rights reserved. Reproduction or
PP
distribution without permission is prohibited.
(All Chapters Covered)
RO
VE
D ?
© edX_Stuvia
, Edrftgyihu jiuh
gjggggggggggggggggggggggggggggggggggggffffffffffffffffffffffffffffffttttttttttttttttttttttttttttt
Test Bank — Contemporary Advertising, 17th Edition — Michael F.
Weigold
Description
This test bank corresponds to the 17th edition of Contemporary Advertising by
Michael F. Weigold. It follows the official textbook structure and supports
UV
assessment of advertising strategy, integrated marketing communications,
media planning, creative execution, digital media, and relationship-building
practices.
Table of Contents
IA
Chapter 1: Advertising and IMC Today
Chapter 2: The Big Picture: The Functions of Advertising and Its Evolution
Chapter 3: The Big Picture: Economic, Ethical, and Regulatory Aspects
20
Chapter 4: The Scope of Advertising: From Local to Global
Chapter 5: Marketing and Consumer Behavior: The Foundations of IMC
Chapter 6: Market Segmentation and the Marketing Mix: Determinants of
Campaign Strategy
26
Chapter 7: Research: Gathering Information for IMC Planning
Chapter 8: Marketing and IMC Planning
Chapter 9: Planning Media Strategy: Disseminating the Message
Chapter 10: Creative Strategy and the Creative Process
_A
Chapter 11: Creative Execution: Art and Copy
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 ?
© edX_Stuvia
, D?
VE
RO
PP
_A
26
20
IA
UV
,UV
IA
20
26
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