TEST BANK
Contemporary Advertising, 7th Edition
By Michael F. Weigold and William F. Arens
N
U
R
SE
D
O
C
S
,TABLE OF CONTENT
1.Advertising and IMC Today
2. The Big Picture: The Functions of Advertising and Its Evolution
3. The Big Picture: Economic, Ethical, and Regulatory Aspects
4. The Scope of Advertising: From Local to Global
5. Marketing and Consumer Behavior: The Foundations of IMC
N
6. Market Segmentation and the Marketing Mix: Determinants of Campaign Strategy
U
7. Research: Gathering Information for IMC Planning
8. Marketing and IMC Planning
R
9. Planning Media Strategy: Disseminating the Message
SE
10. Creative Strategy and the Creative Process
11. Creative Execution: Art and Copy
12. Advertising in Print Media
D
13. Using Audio and Video Media
O
14. Using Digital Interactive Media
15. Social media
C
16. Using Out-of-Home, Exhibitive, and Supplementary Media
17. Relationship Building: Direct Marketing, Personal Selling, and Sales Promotion
S
18. Relationship Building: Public Relations, Sponsorship, and Corporate Advertising
,Student name:__________
IMC helps companies adopt a marketer-centric, rather than consumer-centric, perspective in
creating brand messages.
true
false
N
Marketing communications refers to the internal communication at a company.
true
U
false
R
According to the interactive model of communication, marketers dominate the exchange of
messages.
SE
true
false
D
The sponsor of a product usually produces the advertising message.
true
O
false
C
The implied consumers are imagined ideal consumers as opposed to real people.
S
true
false
Online reviews affect most consumers’ purchasing decisions.
true
Version 1 1
, false
Defensive marketing typically costs more than offensive marketing, because with the right
advertising, it’s relatively easy to lure satisfied customers away from competitors.
true
false
N
U
An example of a basic transactional relationship is when you buy purchase internet service and
the company follows up to persuade you to upgrade your plan.
true
R
false
SE
In a proactive relationship, a salesperson phones customers shortly after the sale to check
whether the product meets expectations and asks for product improvement suggestions and any
specific disappointments.
D
true
false
O
Low profit margins per customer suggest that the marketer should pursue basic transactional
C
relationships augmented by brand image advertising.
true
S
false
While IMC is a process, it isn’t really a concept.
true
false
Version 1 2
Contemporary Advertising, 7th Edition
By Michael F. Weigold and William F. Arens
N
U
R
SE
D
O
C
S
,TABLE OF CONTENT
1.Advertising and IMC Today
2. The Big Picture: The Functions of Advertising and Its Evolution
3. The Big Picture: Economic, Ethical, and Regulatory Aspects
4. The Scope of Advertising: From Local to Global
5. Marketing and Consumer Behavior: The Foundations of IMC
N
6. Market Segmentation and the Marketing Mix: Determinants of Campaign Strategy
U
7. Research: Gathering Information for IMC Planning
8. Marketing and IMC Planning
R
9. Planning Media Strategy: Disseminating the Message
SE
10. Creative Strategy and the Creative Process
11. Creative Execution: Art and Copy
12. Advertising in Print Media
D
13. Using Audio and Video Media
O
14. Using Digital Interactive Media
15. Social media
C
16. Using Out-of-Home, Exhibitive, and Supplementary Media
17. Relationship Building: Direct Marketing, Personal Selling, and Sales Promotion
S
18. Relationship Building: Public Relations, Sponsorship, and Corporate Advertising
,Student name:__________
IMC helps companies adopt a marketer-centric, rather than consumer-centric, perspective in
creating brand messages.
true
false
N
Marketing communications refers to the internal communication at a company.
true
U
false
R
According to the interactive model of communication, marketers dominate the exchange of
messages.
SE
true
false
D
The sponsor of a product usually produces the advertising message.
true
O
false
C
The implied consumers are imagined ideal consumers as opposed to real people.
S
true
false
Online reviews affect most consumers’ purchasing decisions.
true
Version 1 1
, false
Defensive marketing typically costs more than offensive marketing, because with the right
advertising, it’s relatively easy to lure satisfied customers away from competitors.
true
false
N
U
An example of a basic transactional relationship is when you buy purchase internet service and
the company follows up to persuade you to upgrade your plan.
true
R
false
SE
In a proactive relationship, a salesperson phones customers shortly after the sale to check
whether the product meets expectations and asks for product improvement suggestions and any
specific disappointments.
D
true
false
O
Low profit margins per customer suggest that the marketer should pursue basic transactional
C
relationships augmented by brand image advertising.
true
S
false
While IMC is a process, it isn’t really a concept.
true
false
Version 1 2
