TEST BANK
Contemporary Advertising
Michael F. Weigold
ST
17th Edition
UV
IA
?_
AP
PR
OV
ED
? ?
, TABLE OF CONTENTS
Contemporary Advertising (17th Edition)
Michael F. Weigold
ST
Chapter 1 Advertising and IMC Today
Chapter 2 The Big Picture: The Functions of Advertising and Its Evolution
UV
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
IA
Chapter 6 Market Segmentation and the Marketing Mix: Determinants of Campaign Strategy
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
AP
Chapter 11 Creative Execution: Art and Copy
Chapter 12 Advertising in Print Media
PR
Chapter 13 Using Audio and Video Media
Chapter 14 Using Digital Interactive Media
Chapter 15 Social Media
OV
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 Corporate Advertising
ED
??
, Student name:__________
1) The characteristics of great ads have two dimensions: novelty and persuasiveness.
⊚ true
⊚ false
ST
2) The first thing an ad must do is entertain the audience member.
⊚ true
UV
⊚ false
3) The best ads communicate their message via a concept, defined as an interesting tool or
device used to communicate the message.
IA
⊚ true
⊚ false
?_
4) The creative brief is a simple written statement of the most important issues to consider in the
development of the campaign.
AP
⊚ true
⊚ false
PR
5) For the creative team, the mission statement provides a guide to the who, what, where, when,
and why of the advertising message.
⊚ true
⊚ false
OV
6) A creative brief should be approximately two to three pages long.
⊚ true
⊚ false
ED
7) A common technique used by campaigns to inform a consumer is to use word plays and
verbal or visual metaphors.
??
⊚ true
⊚ false
Version 1 1
, 8) Ravikant makes his decisions by taking the data from his team and analyzing it in a
spreadsheet, and then reasoning through to the most logical answer. Ravikant is using soft
thinking to make his choices.
⊚ true
⊚ false
ST
9) People who think in a fact-based manner are better at embracing change, conflict, and
paradox.
UV
⊚ true
⊚ false
IA
10) Fact-based thinkers tend to be linear thinkers and prefer to have facts and figures—hard
data—they can analyze and control.
⊚ true
?_
⊚ false
AP
11) Value-based thinkers make decisions based on intuition, values, and ethical judgments.
⊚ true
⊚ false
PR
12) The Explorer, an imaginary role adopted by creatives, experiments and plays with a variety
of approaches, looking for an original idea.
⊚ true
OV
⊚ false
13) The Warrior, an imaginary role adopted by creatives, overcomes excuses, idea killers,
setbacks, and obstacles to bring a creative concept to realization.
ED
⊚ true
⊚ false
??
Version 1 2
Contemporary Advertising
Michael F. Weigold
ST
17th Edition
UV
IA
?_
AP
PR
OV
ED
? ?
, TABLE OF CONTENTS
Contemporary Advertising (17th Edition)
Michael F. Weigold
ST
Chapter 1 Advertising and IMC Today
Chapter 2 The Big Picture: The Functions of Advertising and Its Evolution
UV
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
IA
Chapter 6 Market Segmentation and the Marketing Mix: Determinants of Campaign Strategy
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
AP
Chapter 11 Creative Execution: Art and Copy
Chapter 12 Advertising in Print Media
PR
Chapter 13 Using Audio and Video Media
Chapter 14 Using Digital Interactive Media
Chapter 15 Social Media
OV
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 Corporate Advertising
ED
??
, Student name:__________
1) The characteristics of great ads have two dimensions: novelty and persuasiveness.
⊚ true
⊚ false
ST
2) The first thing an ad must do is entertain the audience member.
⊚ true
UV
⊚ false
3) The best ads communicate their message via a concept, defined as an interesting tool or
device used to communicate the message.
IA
⊚ true
⊚ false
?_
4) The creative brief is a simple written statement of the most important issues to consider in the
development of the campaign.
AP
⊚ true
⊚ false
PR
5) For the creative team, the mission statement provides a guide to the who, what, where, when,
and why of the advertising message.
⊚ true
⊚ false
OV
6) A creative brief should be approximately two to three pages long.
⊚ true
⊚ false
ED
7) A common technique used by campaigns to inform a consumer is to use word plays and
verbal or visual metaphors.
??
⊚ true
⊚ false
Version 1 1
, 8) Ravikant makes his decisions by taking the data from his team and analyzing it in a
spreadsheet, and then reasoning through to the most logical answer. Ravikant is using soft
thinking to make his choices.
⊚ true
⊚ false
ST
9) People who think in a fact-based manner are better at embracing change, conflict, and
paradox.
UV
⊚ true
⊚ false
IA
10) Fact-based thinkers tend to be linear thinkers and prefer to have facts and figures—hard
data—they can analyze and control.
⊚ true
?_
⊚ false
AP
11) Value-based thinkers make decisions based on intuition, values, and ethical judgments.
⊚ true
⊚ false
PR
12) The Explorer, an imaginary role adopted by creatives, experiments and plays with a variety
of approaches, looking for an original idea.
⊚ true
OV
⊚ false
13) The Warrior, an imaginary role adopted by creatives, overcomes excuses, idea killers,
setbacks, and obstacles to bring a creative concept to realization.
ED
⊚ true
⊚ false
??
Version 1 2
