CONTENTS
Introduction
Part One: A Passion for the Business
Chapter One: Introduction to Advertising................................................................................................. 1
Chapter Two: Advertising’s Role in Marketing.....................................................................................36
Chapter Three: Advertising and Society.................................................................................................. 73
Part Two: Principle: Strategy is Creative, Too
Chapter Four: How Advertising Works................................................................................................. 111
Chapter Five: The Consumer Audience................................................................................................. 144
Chapter Six: Strategic Research................................................................................................................ 181
Chapter Seven: Strategic Planning........................................................................................................... 219
,Part Three: Practice: Where are Media Heading?
Chapter Eight: Media Basics and Print Media..................................................................................... 252
Chapter Nine: Broadcast Media................................................................................................................ 286
Chapter Ten: Internet and Nontraditional Media..............................................................................324
Chapter Eleven: Media Planning and Buying......................................................................................359
Part Four: Principles: Creativity and Breakthrough Advertising
Chapter Twelve: The Creative Side and Message Strategy............................................................394
Chapter Thirteen: Copywriting................................................................................................................. 428
Chapter Fourteen: Design and Production.......................................................................................... 461
Part Five: Principles: How to Win the Battle of the Buzz
Chapter Fifteen: Direct-Response Marketing..................................................................................... 495
Chapter Sixteen: Sales Promotion, Events, and Sponsorships....................................................529
,Chapter Seventeen: Public Relations..................................................................................................... 565
Chapter Eighteen: Special Advertising Campaigns..........................................................................600
Chapter Nineteen: Evaluation of Effectiveness.................................................................................633
, INTRODUCTION
Welcome to the Test Item File for the Moriarty/Mitchell/Wells Advertising: Principles and
Practice, 8th edition text. This test bank was designed with the student and instructor in
mind. All questions in this manual are drawn directly from the master text.
New to the 8th Edition
This Test Item File supports Association to Advance Collegiate Schools of Business
(AACSB) International Accreditation
Each chapter of the Test Item File was prepared with the AACSB curricula standards in
mind. Where appropriate, the answer line of each question indicates a category within
which the question falls*. This AACSB reference helps instructors identify those test
questions that support that organization’s learning goals.
*Please note that not all test questions will indicate an AACSB category.
What is the AACSB?
AACSB is a not-for-profit corporation of educational institutions, corporations and other
organizations devoted to the promotion and improvement of higher education in business
administration and accounting. A collegiate institution offering degrees in business
Introduction
Part One: A Passion for the Business
Chapter One: Introduction to Advertising................................................................................................. 1
Chapter Two: Advertising’s Role in Marketing.....................................................................................36
Chapter Three: Advertising and Society.................................................................................................. 73
Part Two: Principle: Strategy is Creative, Too
Chapter Four: How Advertising Works................................................................................................. 111
Chapter Five: The Consumer Audience................................................................................................. 144
Chapter Six: Strategic Research................................................................................................................ 181
Chapter Seven: Strategic Planning........................................................................................................... 219
,Part Three: Practice: Where are Media Heading?
Chapter Eight: Media Basics and Print Media..................................................................................... 252
Chapter Nine: Broadcast Media................................................................................................................ 286
Chapter Ten: Internet and Nontraditional Media..............................................................................324
Chapter Eleven: Media Planning and Buying......................................................................................359
Part Four: Principles: Creativity and Breakthrough Advertising
Chapter Twelve: The Creative Side and Message Strategy............................................................394
Chapter Thirteen: Copywriting................................................................................................................. 428
Chapter Fourteen: Design and Production.......................................................................................... 461
Part Five: Principles: How to Win the Battle of the Buzz
Chapter Fifteen: Direct-Response Marketing..................................................................................... 495
Chapter Sixteen: Sales Promotion, Events, and Sponsorships....................................................529
,Chapter Seventeen: Public Relations..................................................................................................... 565
Chapter Eighteen: Special Advertising Campaigns..........................................................................600
Chapter Nineteen: Evaluation of Effectiveness.................................................................................633
, INTRODUCTION
Welcome to the Test Item File for the Moriarty/Mitchell/Wells Advertising: Principles and
Practice, 8th edition text. This test bank was designed with the student and instructor in
mind. All questions in this manual are drawn directly from the master text.
New to the 8th Edition
This Test Item File supports Association to Advance Collegiate Schools of Business
(AACSB) International Accreditation
Each chapter of the Test Item File was prepared with the AACSB curricula standards in
mind. Where appropriate, the answer line of each question indicates a category within
which the question falls*. This AACSB reference helps instructors identify those test
questions that support that organization’s learning goals.
*Please note that not all test questions will indicate an AACSB category.
What is the AACSB?
AACSB is a not-for-profit corporation of educational institutions, corporations and other
organizations devoted to the promotion and improvement of higher education in business
administration and accounting. A collegiate institution offering degrees in business
