TEST BANK
Contemporary Advertising
By Michael F. Weigold and William F. Arens
17th Edition
AP
LU
S0
01
,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
6. Market Segmentation and the Marketing Mix: Determinants of
Campaign Strategy
7. Research: Gathering Information for IMC Planning
8. Marketing and IMC Planning
AP
9. Planning Media Strategy: Disseminating the Message
10. Creative Strategy and the Creative Process
11. Creative Execution: Art and Copy
12. Advertising in Print Media
LU
13. Using Audio and Video Media
14. Using Digital Interactive Media
15. Social media
16. Using Out-of-Home, Exhibitive, and Supplementary Media
S0
17. Relationship Building: Direct Marketing, Personal Selling, and
Sales Promotion
18. Relationship Building: Public Relations, Sponsorship, and
01
Corporate Advertising
,Student name:__________
IMC helps companies adopt a marketer-centric, rather than consumer-centric, perspective in
creating brand messages.
true
false
Marketing communications refers to the internal communication at a company.
true
AP
false
According to the interactive model of communication, marketers dominate the exchange of
LU
messages.
true
false
S0
The sponsor of a product usually produces the advertising message.
true
false
01
The implied consumers are imagined ideal consumers as opposed to real people.
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
AP
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
false
LU
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.
S0
true
false
01
Low profit margins per customer suggest that the marketer should pursue basic transactional
relationships augmented by brand image advertising.
true
false
While IMC is a process, it isn’t really a concept.
true
false
Version 1 2
Contemporary Advertising
By Michael F. Weigold and William F. Arens
17th Edition
AP
LU
S0
01
,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
6. Market Segmentation and the Marketing Mix: Determinants of
Campaign Strategy
7. Research: Gathering Information for IMC Planning
8. Marketing and IMC Planning
AP
9. Planning Media Strategy: Disseminating the Message
10. Creative Strategy and the Creative Process
11. Creative Execution: Art and Copy
12. Advertising in Print Media
LU
13. Using Audio and Video Media
14. Using Digital Interactive Media
15. Social media
16. Using Out-of-Home, Exhibitive, and Supplementary Media
S0
17. Relationship Building: Direct Marketing, Personal Selling, and
Sales Promotion
18. Relationship Building: Public Relations, Sponsorship, and
01
Corporate Advertising
,Student name:__________
IMC helps companies adopt a marketer-centric, rather than consumer-centric, perspective in
creating brand messages.
true
false
Marketing communications refers to the internal communication at a company.
true
AP
false
According to the interactive model of communication, marketers dominate the exchange of
LU
messages.
true
false
S0
The sponsor of a product usually produces the advertising message.
true
false
01
The implied consumers are imagined ideal consumers as opposed to real people.
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
AP
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
false
LU
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.
S0
true
false
01
Low profit margins per customer suggest that the marketer should pursue basic transactional
relationships augmented by brand image advertising.
true
false
While IMC is a process, it isn’t really a concept.
true
false
Version 1 2
