Advertising and Integ Brand Promotion, 6e Thomas O'Guinn Chris Allen Richard Semenik All Chapters, Original , Complete And Study material 390pages LEARNEXAMS

Chapter 1 - The World of Advertising and Integ Brand Promotion TRUE/FALSE 1. In the new world of advertising, mass media are just about dead and gone. ANS: F DIF: Easy REF: p. 7 OBJ: 1-Intro NAT: AACSB Communication CB&C Model Promotion TYP: Comprehension 2. One ongoing change in today’s promotions can be seen in the way that the lines between information, entertainment, networking, and commercial messages are blurring. ANS: T DIF: Easy REF: p. 7 OBJ: 1-Intro NAT: AACSB Communication CB&C Model Promotion TYP: Comprehension 3. Today, unlike years past, if a company produces and disseminates enough digital, mobile, online, and even traditional advertising for its offering, even a brand that does not meet consumers needs can succeed. ANS: F DIF: Moderate REF: p. 8 OBJ: 1-Intro NAT: AACSB Communication CB&C Model Promotion TYP: Comprehension 4. The company or organization that pays for an advertisement is referred to as the client or sponsor. ANS: T DIF: Easy REF: p. 11 OBJ: 1-1 NAT: AACSB Communication CB&C Model Promotion TYP: Knowledge 5. Brad Pitt is interviewed on the red carpet walk to the Academy Awards about his movie, for which he has been nominated for an Oscar. TV cameras and reporters zoom in to catch his comments. This is a form of advertising. ANS: F DIF: Moderate REF: p. 11 OBJ: 1-1 NAT: AACSB Communication CB&C Model Promotion TYP: Application 6. A commercial created by the Partnership for a Drug-Free America shows eggs dropping into a frying pan, with the caption, “This is your brain on drugs.” It is aired on three major television networks for free. Though this sounds like a public service message, it is ly an advertisement. ANS: F DIF: Moderate REF: p. 11 OBJ: 1-1 NAT: AACSB Communication CB&C Model Promotion TYP: Application