TEST BANK
Contemporary Advertising | 17th Edition
By Michael F. Weigold and William F. Arens
TE
ST
SO
LU
TI
O
N
,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
TE
6. Market Segmentation and the Marketing Mix: Determinants of Campaign
Strategy
7. Research: Gathering Information for IMC Planning
8. Marketing and IMC Planning
ST
9. Planning Media Strategy: Disseminating the Message
10. Creative Strategy and the Creative Process
SO
11. Creative Execution: Art and Copy
12. Advertising in Print Media
13. Using Audio and Video Media
14. Using Digital Interactive Media
LU
15. Social Media
16. Using Out-of-Home, Exhibitive, and Supplementary Media
TI
17. Relationship Building: Direct Marketing, Personal Selling, and Sales
Promotion
18. Relationship Building: Public Relations, Sponsorship, and Corporate
O
Advertising
N
,Student name:__________
IMC helps companies adopt a marketer-centric, rather than consumer-centric, perspective in
creating brand messages.
true
false
TE
Marketing communications refers to the internal communication at a company.
true
ST
false
According to the interactive model of communication, marketers dominate the exchange of
SO
messages.
true
false
LU
The sponsor of a product usually produces the advertising message.
true
TI
false
O
The implied consumers are imagined ideal consumers as opposed to real people.
true
N
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
TE
false
An example of a basic transactional relationship is when you buy purchase internet service and
ST
the company follows up to persuade you to upgrade your plan.
true
false
SO
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.
LU
true
false
TI
Low profit margins per customer suggest that the marketer should pursue basic transactional
relationships augmented by brand image advertising.
O
true
false
N
While IMC is a process, it isn’t really a concept.
true
false
Version 1 2
Contemporary Advertising | 17th Edition
By Michael F. Weigold and William F. Arens
TE
ST
SO
LU
TI
O
N
,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
TE
6. Market Segmentation and the Marketing Mix: Determinants of Campaign
Strategy
7. Research: Gathering Information for IMC Planning
8. Marketing and IMC Planning
ST
9. Planning Media Strategy: Disseminating the Message
10. Creative Strategy and the Creative Process
SO
11. Creative Execution: Art and Copy
12. Advertising in Print Media
13. Using Audio and Video Media
14. Using Digital Interactive Media
LU
15. Social Media
16. Using Out-of-Home, Exhibitive, and Supplementary Media
TI
17. Relationship Building: Direct Marketing, Personal Selling, and Sales
Promotion
18. Relationship Building: Public Relations, Sponsorship, and Corporate
O
Advertising
N
,Student name:__________
IMC helps companies adopt a marketer-centric, rather than consumer-centric, perspective in
creating brand messages.
true
false
TE
Marketing communications refers to the internal communication at a company.
true
ST
false
According to the interactive model of communication, marketers dominate the exchange of
SO
messages.
true
false
LU
The sponsor of a product usually produces the advertising message.
true
TI
false
O
The implied consumers are imagined ideal consumers as opposed to real people.
true
N
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
TE
false
An example of a basic transactional relationship is when you buy purchase internet service and
ST
the company follows up to persuade you to upgrade your plan.
true
false
SO
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.
LU
true
false
TI
Low profit margins per customer suggest that the marketer should pursue basic transactional
relationships augmented by brand image advertising.
O
true
false
N
While IMC is a process, it isn’t really a concept.
true
false
Version 1 2
