Contemporary Advertising
17th Edition
ST
UV
TEST BANK
IA
_A
PP
Michael Weigold
RO
Comprehensive Test Bank for Instructors
VE
and Students
D?
© Michael Weigold. All rights reserved. Reproduction or distribution without permission is
prohibited.
?
©MEDGEEK
, TABLE OF CONTENTS
Test Bank — Contemporary Advertising, 17th Edition (ISBN
9781266128882)
Michael F. Weigold
ST
Chapter 1. Advertising and IMC Today
Chapter 2. The Big Picture: The Functions of Advertising and Its Evolution
Chapter 3. The Big Picture: Economic, Ethical, and Regulatory Aspects
UV
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
IA
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
_A
Chapter 11. Creative Execution: Art and Copy
Chapter 12. Advertising in Print Media
Chapter 13. Using Audio and Video Media
Chapter 14. Using Digital Interactive Media
PP
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
Chapter 18. Relationship Building: Public Relations, Sponsorship, and
RO
Corporate Advertising
VE
D?
?
©MEDGEEK
, 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
_A
4) The creative brief is a simple written statement of the most important issues to consider in the
development of the campaign.
⊚ true
⊚ false
PP
5) For the creative team, the mission statement provides a guide to the who, what, where, when,
and why of the advertising message.
RO
⊚ true
⊚ false
6) A creative brief should be approximately two to three pages long.
VE
⊚ true
⊚ false
D?
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
ST
⊚ false
9) People who think in a fact-based manner are better at embracing change, conflict, and
UV
paradox.
⊚ 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
_A
⊚ false
11) Value-based thinkers make decisions based on intuition, values, and ethical judgments.
⊚ true
PP
⊚ false
12) The Explorer, an imaginary role adopted by creatives, experiments and plays with a variety
RO
of approaches, looking for an original idea.
⊚ true
⊚ false
VE
13) The Warrior, an imaginary role adopted by creatives, overcomes excuses, idea killers,
setbacks, and obstacles to bring a creative concept to realization.
⊚ true
⊚ false
D?
?
Version 1 2
17th Edition
ST
UV
TEST BANK
IA
_A
PP
Michael Weigold
RO
Comprehensive Test Bank for Instructors
VE
and Students
D?
© Michael Weigold. All rights reserved. Reproduction or distribution without permission is
prohibited.
?
©MEDGEEK
, TABLE OF CONTENTS
Test Bank — Contemporary Advertising, 17th Edition (ISBN
9781266128882)
Michael F. Weigold
ST
Chapter 1. Advertising and IMC Today
Chapter 2. The Big Picture: The Functions of Advertising and Its Evolution
Chapter 3. The Big Picture: Economic, Ethical, and Regulatory Aspects
UV
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
IA
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
_A
Chapter 11. Creative Execution: Art and Copy
Chapter 12. Advertising in Print Media
Chapter 13. Using Audio and Video Media
Chapter 14. Using Digital Interactive Media
PP
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
Chapter 18. Relationship Building: Public Relations, Sponsorship, and
RO
Corporate Advertising
VE
D?
?
©MEDGEEK
, 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
_A
4) The creative brief is a simple written statement of the most important issues to consider in the
development of the campaign.
⊚ true
⊚ false
PP
5) For the creative team, the mission statement provides a guide to the who, what, where, when,
and why of the advertising message.
RO
⊚ true
⊚ false
6) A creative brief should be approximately two to three pages long.
VE
⊚ true
⊚ false
D?
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
ST
⊚ false
9) People who think in a fact-based manner are better at embracing change, conflict, and
UV
paradox.
⊚ 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
_A
⊚ false
11) Value-based thinkers make decisions based on intuition, values, and ethical judgments.
⊚ true
PP
⊚ false
12) The Explorer, an imaginary role adopted by creatives, experiments and plays with a variety
RO
of approaches, looking for an original idea.
⊚ true
⊚ false
VE
13) The Warrior, an imaginary role adopted by creatives, overcomes excuses, idea killers,
setbacks, and obstacles to bring a creative concept to realization.
⊚ true
⊚ false
D?
?
Version 1 2
