Test Bank for Contemporary Advertising, 17th Edition by Weigold Arens.pdf

,ACCESS Test Bank for Contemporary Advertising 17th Edition Weigold
B B B B B B B B




Contemporary Advertising Edition 17 by Weigold
B B B B B




CORRECT ANSWERS ARE LOCA
B B B 7) DefensiveBmarketingBtypicallyBcostsBm
TED IN THE 2ND HALF OF THIS D
B B B B B B B
oreBthanBoffensiveBmarketing,BbecauseB
withBtheBrightBadvertising,Bit’sBrelatively
OC.
BeasyBtoBlureBsatisfiedBcustomersBawayBf
TRUE/FALSEB-
romBcompetitors.
BWriteB'T'BifBtheBstatementBisBtrueBandB'F'B
⊚B true
ifBtheBstatementBisBfalse.
⊚B false
1) IMCBhelpsBcompaniesBadoptBaBmarketer-
Bcentric,BratherBthanBconsumer-
8) AnBexampleBofBaBbasicBtransactionalBrela
centric,BperspectiveBinBcreatingBbrandBm
tionshipBisBwhenByouBbuyBpurchaseBinter
essages.
netBserviceBandBtheBcompanyBfollowsBupBt
⊚B true
oBpersuadeByouBtoBupgradeByourBplan.
⊚B false
⊚B true
⊚B false
2) MarketingBcommunicationsBrefersBtoBthe
B internalBcommunicationBatBaBcompany.
9) InBaBproactiveBrelationship,BaBsalesperson
⊚B true
BphonesBcustomersBshortlyBafterBtheBsaleB
⊚B false
toBcheckBwhetherBtheBproductBmeetsBexp
ectationsBandBasksBforBproductBimprove
3) AccordingBtoBtheBinteractiveBmodelBofBc
mentBsuggestionsBandBanyBspecificBdisap
ommunication,BmarketersBdominateBtheB
pointments.
exchangeBofBmessages.
⊚B true
⊚B true
⊚B false
⊚B false

10) LowBprofitBmarginsBperBcustomerBsuggest
4) TheBsponsorBofBaBproductBusuallyB
BthatBtheBmarketerBshouldBpursueBbasicBtr
producesBtheBadvertisingBmessage.
ansactionalBrelationshipsBaugmentedBbyB
⊚B true
brandBimageBadvertising.
⊚B false
⊚B true
⊚B false
5) TheBimpliedBconsumersBareBimagined
BidealBconsumersBasBopposedBtoBrealB
11) WhileBIMCBisBaBprocess,BitBisn’tBreallyB
people.
⊚B true
aBconcept.
⊚B true
⊚B false
⊚B false
6) OnlineBreviewsBaffectBmostBconsumers’
12) WholenessBisBtheBprincipalBbenefitBof
B purchasingBdecisions.
B IMC.
⊚B true
⊚B true
⊚B false
⊚B false



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,ACCESS Test Bank for Contemporary Advertising 17th Edition Weigold
B B B B B B B B




Contemporary Advertising Edition 17 by Weigold
B B B B B




13) ForBaBcompanyBtoBtrulyBunderstandBIMC, 19) CompaniesBaimBprofessionalBadvertising
BitBmustBlookBthroughBtheBeyesBofBtheBcu BatBresellersBtoBobtainBgreaterBdistributio
stomers. nBofBtheirBproducts.
⊚B true ⊚B true
⊚B false ⊚B false

14) PlannedBmessagesBoftenBhaveBtheBmost 20) B2BBadvertisingBoftenBusesBconsumer
BimpactBandBcanBaffectBcustomers’Battit B massBmedia.
udesBdramatically. ⊚B true
⊚B true ⊚B false
⊚B false
21) FromBtheBconsumers’Bviewpoint,BifBtwo
15) MessagesBfromBtheBproduct,Bprice,Bor B brandsBareBequalBinBprice,BtheBoneBwit
BdistributionBelementsBareBtypicallyBr hBtheBhigherBqualityBisBtheBbetterBvalue
eferredBtoBasBserviceBmessages. .
⊚B true ⊚B true
⊚B false ⊚B false

16) CompaniesBhaveBlittleBcontrolBover 22) ImageBadvertising,BwhichBcreatesBaBperc
unplannedBmessages.
B eptionBofBaBcompanyBorBaBpersonalityBforB
⊚B true aBbrand,BtendsBtoBbeBexplicitBaboutBprice.
⊚B false ⊚B true
⊚B false
17) OfBallBtheBbusinessBfunctions,Bmarketing
BisBtheBonlyBoneBwhoseBprimaryBroleBisBt 23) InBglobalBadvertising,BmessagesBare
oBbringBinBrevenue. BconsistentBinBadsBplacedBaroundBth
⊚B true eBworld.
⊚B false ⊚B true
⊚B false
18) WhileBtheBmarketingBprocessBisn’tBi
nvolvedBwithBpricingBproducts,BitBisB 24) PersonalBsellingBwouldBtypicallyBbeBused
involvedBwithBdevelopingBthem,Bpr BbyBcompaniesBproducingBconsumerBcle
omotingBthem,BandBmakingBthemBa aningBproductsBsuchBasBlaundryBdeterge
vailableBtoBcustomers. ntBorBhandBsoap.
⊚B true ⊚B true
⊚B false ⊚B false




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, ACCESS Test Bank for Contemporary Advertising 17th Edition Weigold
B B B B B B B B




Contemporary Advertising Edition 17 by Weigold
B B B B B




25) MediaBadvertisingBisBonlyBoneBofBmanyB 28) ABchainBofBbookstoresBhiredBanBadvert
promotionalBtoolsBthatBcompaniesBuseBto isingBagencyBtoBpromoteBitsBproducts.B
BcommunicateBinformationBaboutBthems TheBchainBisBthe
elvesBandBtheirBbrands. of
⊚B true BtheBadvertising.


⊚B false A) author
B) author
MULTIPLEBCHOICEB- C) sponsor
BChooseBtheBoneBalternativeBthatBbestBcom D) sponsor
pletesBtheBstatementBorBanswersBtheBquesti E) persona
on. F) persona
26) WhenBaBcompanyBdeliberatelyBcoor G) actor
dinatesBandBintegratesBmessagesBabo H) actor
utBitsBproductsBorBbrands,BitBisBpracti I) player
cing J) player
A) integratedBmarketing
Bcommunications.
29) ABrealBorBimaginaryBspokespersonBwhoBl
B) salesBpromotion. endsBsomeBvoiceBorBtoneBtoBtheBadBwithin
BtheBtextBofBtheBadBisBknownBasBa(n)
C) word-of-mouthBadvertising.
D) personalBselling. A) composer.
E) viralBmarketing. B) benefactor.
C) persona.
27) D) author.
isBaBpaid,BmediatedBformBofBco E) source.
mmunicationBfromBanBidentifiableBsourc
e,BdesignedBtoBpersuadeBtheBreceiverBtoBta 30) AnBadvertisementBforBaBlawBfirmBinclude
keBaction. dBaByoungBmanBwhoBreceivedBpaymentBf
A) Advertising romBhisBemployerBafterBheBwasBinjuredBo
B) Word-of-mouthBpublicity nBtheBjob.BThisBstoryBpersuadedBothersBw
C) SalesBpromotion ithBworkplaceBinjuriesBtoBcontactBtheBlaw
D) DirectBmarketing Bfirm.BThisBisBanBexampleBofBa(n)


E) PublicBrelations A) contextBmessage.
B) feedbackBmessage.
C) dramaBmessage.
D) narrativeBmessage.
E) publicBmessage.




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