Complete Test Bank - Contemporary Advertising, 17th Edition – Michael F. Weigold – ISBN 9781266128882 (All Chapters Covered 1–18)

Contemporary Advertising
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17th Edition
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TEST BANK
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Michael F. Weigold
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Comprehensive Test Bank for Instructors
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and Students

© Michael F. Weigold.
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All rights reserved. Reproduction or distribution without
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permission is prohibited.

, Contemporary Advertising (17th Edition) — Test Bank
Michael F. Weigold

ISBN: 9781266128882
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Chapter Coverage

Chapter 1: Advertising and IMC Today
Chapter 2: The Big Picture: The Functions of Advertising and Its Evolution
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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
Chapter 6: Market Segmentation and the Marketing Mix: Determinants of
Campaign Strategy
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Chapter 7: Research: Gathering Information for IMC Planning
Chapter 8: Marketing and IMC Planning
Chapter 9: Planning Media Strategy: Disseminating the Message
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Chapter 10: Creative Strategy and the Creative Process
Chapter 11: Creative Execution: Art and Copy
Chapter 12: Advertising in Print Media
Chapter 13: Using Audio and Video Media
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Chapter 14: Using Digital Interactive Media
Chapter 15: Social Media
Chapter 16: Using Out-of-Home, Exhibitive, and Supplementary Media
Chapter 17: Relationship Building: Direct Marketing, Personal Selling, and
Sales Promotion
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Chapter 18: Relationship Building: Public Relations, Sponsorship, and
Corporate Advertising
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