A Study by Elizabeth Hirschman Examined the Perceptions of Individuals

Multiple Choice

A study by Elizabeth Hirschman examined the perceptions of individuals involved in the creation and production of television commercials and found:

A) product managers view advertising from an aesthetic perspective.
B) product managers and account executives both view advertising as a promotional tool whose primary purpose is to communicate favorable impressions about a brand.
C) art directors and copywriters view advertising primarily as a promotional tool whose primary function is to communicate information.
D) brand managers prefer creative commercials that take risks.
E) art directors and copywriters evaluate advertising on the basis of how well it fulfills predefined communications objectives.