Test Bank for Contemporary Advertising, 17th Edition by Weigold Arens
30 views 0 purchase
Course
Contemporary Advertising
Institution
Contemporary Advertising
Test Bank for Contemporary Advertising & Integrated Marketing Communications, 17e 17e William F. Arens,Michael F. Weigold,Christian Arens. Full Chapters test bank are included - Chapter 1 to 18
Chapter 1: Advertising and IMC Today
Chapter 2: The Big Picture: The Functions of Advertising and ...
Test Bank for Contemporary Advertising, 17th Edition by Weigold, Arens
Chap 01 17e Weigold - Arens
1) IMC helps companies adopt a marketer-centric, rather than consumer-centric, perspective in
creating brand messages.
⊚ true
⊚ false
2) Marketing communications refers to the internal communication at a company.
⊚ true
⊚ false
3) According to the interactive model of communication, marketers dominate the exchange of
messages.
⊚ true
⊚ false
4) The sponsor of a product usually produces the advertising message.
⊚ true
⊚ false
5) The implied consumers are imagined ideal consumers as opposed to real people.
⊚ true
⊚ false
7) 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
1
, 8) 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
9) 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.
⊚ true
⊚ false
10) Low profit margins per customer suggest that the marketer should pursue basic transactional
relationships augmented by brand image advertising.
⊚ true
⊚ false
11) While IMC is a process, it isn’t really a concept.
⊚ true
⊚ false
12) Wholeness is the principal benefit of IMC.
⊚ true
⊚ false
13) For a company to truly understand IMC, it must look through the eyes of the customers.
⊚ true
⊚ false
14) Planned messages often have the most impact and can affect customers’ attitudes
dramatically.
⊚ true
⊚ false
2
The benefits of buying summaries with Stuvia:
Guaranteed quality through customer reviews
Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.
Quick and easy check-out
You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.
Focus on what matters
Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!
Frequently asked questions
What do I get when I buy this document?
You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.
Satisfaction guarantee: how does it work?
Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.
Who am I buying these notes from?
Stuvia is a marketplace, so you are not buying this document from us, but from seller StepsSol. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $29.49. You're not tied to anything after your purchase.
