Type:
Test Bank
Resource:
Advertising Principles and Practice
Edition:
8th Edition
Author(s):
Sandra Moriarty Nancy Mitchell William D. Wells
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
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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
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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 administration or accounting may volunteer for AACSB accreditation review. The AACSB makes initial accreditation decisions and conducts periodic reviews to promote continuous quality improvement in management education. Pearson Education is a proud member of the AACSB and is pleased to provide advice to help you apply AACSB Learning Standards.
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What are AACSB Learning Standards? One of the criteria for AACSB accreditation is the quality of the curricula. Although no specific courses are required, the AACSB expects a curriculum to include learning experiences in such areas as: • Communication • Ethical reasoning • Analytical skills • Use of information technology • Multiculturalism and diversity • Reflective thinking These six categories are AACSB Learning Standards. Questions that test skills relevant to these standards are tagged with the appropriate standard. For example, a question testing the moral questions associated with externalities would receive the Ethical Reasoning tag. How can I use these tags? Tagged questions help you measure whether students are grasping the course content that aligns with AACSB guidelines noted above. In addition, the tagged questions may help to identify potential applications of these skills. This, in turn, may suggest enrichment activities or other educational experiences to help students achieve these goals. The learning objective for each question is also noted, where applicable. The objective refers to the number of the objective that is identified in the beginning of the chapter. Each chapter in the Test Item File contains 150 questions, with the following breakdown: 110 General Content questions: 70 Multiple Choice 35 True/False 5 Essay 40 Application Questions: 20 Multiple Choice 20 Short Answer Each question in the Test Item File is formatted with the question number, the question itself, potential answers, the correct answer, the difficulty scale, the page where the question and answer may be found in the textbook, the objective, and the AACSB topic. The page number suggests where the material for the question begins, not necessarily where it ends. The question information may continue to other pages, figures, or tables. For each chapter in the textbook, the questions within a given type of question in the Test Item File begin at the first page of the chapter and follow a logical sequence to the end of the chapter. Answers to essay and short-answer questions are provided for the convenience of the instructor. The answer provided in the Test Item File includes the information that was
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