TEST BANK ON ADVERTISING PRINCIPLES & PRACTICE
(ADVERTISING : PRINCIPLES AND PRACTICE) 11TH
EDITION BY WELLS, MORIARTY AND BURNETT ALL
CHAPTERS COMPLETE QUESTION AND ANSWERS
DOWNLOAD FOR ANSWER KEY
, Contents
Introduction
Part one: foundations
Chapter one: introduction to advertising . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1
Chapter two: advertising’s role in marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 34
Chapter three: advertising and society . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 68
Part two: planning and strategy
Chapter four: how advertising works. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 103
Chapter five: the consumer audience . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 135
Chapter six: strategic research . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 169
Chapter seven: strategic planning . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 205
Part three: effective advertising media
Chapter eight: print and out-of-home media . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 239
Chapter nine: broadcast media . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 274
Chapter ten: interactive and alternative media . . . . . . . . . . . . . . . . . . . . . . . . . . . 310
Chapter eleven: media planning and buying . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 345
,Part four: effective advertising messages
Chapter twelve: the creative side and message strategy . . . . . . . . . . . . . . . . . . . . . 378
Chapter thirteen: copywriting. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 411
Chapter fourteen: design and production . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 443
Part two: planning and strategy
Part five: integration and evaluation
Chapter fifteen: direct response . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 476
Chapter sixteen: sales promotion, events, and sponsorships. . . . . . . . . . . . . . . . . . 508
Chapter seventeen: public relations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 542
Chapter eighteen: special advertising situations . . . . . . . . . . . . . . . . . . . . . . . . . . 576
Chapter nineteen: evaluation of effectiveness. . . . . . . . . . . . . . . . . . . . . . . . . . . . 610
, Chapter one
Introduction to advertising
General content: multiple-choice questions
1. What do critics of advertising say?
a. Advertising is merely a fashion guide and not informative.
b. Advertising is a waste of an organization’s resources.
c. Advertising is merely entertaining and not informative.
d. Advertising makes people do things they do not want to do.
e. Advertising influences the editorial content or programming in which it is
placed. ANS: D moderate; p. 5)
2. Which of the following is not a component of advertising?
a. Paid form of communication
b. Sponsor is identified
c. Usually personal in nature
d. Tries to inform, persuade, or influence the audience
e. Uses mass
media (ANS: C easy; p. 5)
3. Paid persuasive communication that uses nonpersonal mass media to reach broad
audiences—as well as other forms of interactive communication—to connect an
identified sponsor with a target audience is known as .
a. Advertising
b. Personal selling
c. Public relations
d. Sponsorship
e. Marketing
communication (ANS: A easy; p. 5)
4. Which of the following is considered to be a fundamental concept of advertising?
a. Strategy
b. Creative idea
c. Execution
d. Media
e. All of the
above (ANS: E easy; pp. 5–
6)
Part two: planning and strategy
5. Is the logic and planning behind the advertisement that gives it
direction and focus.
a. Creative idea
b. Execution
(ADVERTISING : PRINCIPLES AND PRACTICE) 11TH
EDITION BY WELLS, MORIARTY AND BURNETT ALL
CHAPTERS COMPLETE QUESTION AND ANSWERS
DOWNLOAD FOR ANSWER KEY
, Contents
Introduction
Part one: foundations
Chapter one: introduction to advertising . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1
Chapter two: advertising’s role in marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 34
Chapter three: advertising and society . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 68
Part two: planning and strategy
Chapter four: how advertising works. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 103
Chapter five: the consumer audience . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 135
Chapter six: strategic research . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 169
Chapter seven: strategic planning . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 205
Part three: effective advertising media
Chapter eight: print and out-of-home media . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 239
Chapter nine: broadcast media . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 274
Chapter ten: interactive and alternative media . . . . . . . . . . . . . . . . . . . . . . . . . . . 310
Chapter eleven: media planning and buying . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 345
,Part four: effective advertising messages
Chapter twelve: the creative side and message strategy . . . . . . . . . . . . . . . . . . . . . 378
Chapter thirteen: copywriting. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 411
Chapter fourteen: design and production . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 443
Part two: planning and strategy
Part five: integration and evaluation
Chapter fifteen: direct response . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 476
Chapter sixteen: sales promotion, events, and sponsorships. . . . . . . . . . . . . . . . . . 508
Chapter seventeen: public relations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 542
Chapter eighteen: special advertising situations . . . . . . . . . . . . . . . . . . . . . . . . . . 576
Chapter nineteen: evaluation of effectiveness. . . . . . . . . . . . . . . . . . . . . . . . . . . . 610
, Chapter one
Introduction to advertising
General content: multiple-choice questions
1. What do critics of advertising say?
a. Advertising is merely a fashion guide and not informative.
b. Advertising is a waste of an organization’s resources.
c. Advertising is merely entertaining and not informative.
d. Advertising makes people do things they do not want to do.
e. Advertising influences the editorial content or programming in which it is
placed. ANS: D moderate; p. 5)
2. Which of the following is not a component of advertising?
a. Paid form of communication
b. Sponsor is identified
c. Usually personal in nature
d. Tries to inform, persuade, or influence the audience
e. Uses mass
media (ANS: C easy; p. 5)
3. Paid persuasive communication that uses nonpersonal mass media to reach broad
audiences—as well as other forms of interactive communication—to connect an
identified sponsor with a target audience is known as .
a. Advertising
b. Personal selling
c. Public relations
d. Sponsorship
e. Marketing
communication (ANS: A easy; p. 5)
4. Which of the following is considered to be a fundamental concept of advertising?
a. Strategy
b. Creative idea
c. Execution
d. Media
e. All of the
above (ANS: E easy; pp. 5–
6)
Part two: planning and strategy
5. Is the logic and planning behind the advertisement that gives it
direction and focus.
a. Creative idea
b. Execution
