The interactivity of the Internet is important to its usefulness as a direct-response medium.
Indicate whether the statement is true or false
Question 2No existing system captures all the data that marketers would like to tie to particular consumers or households.
a. True
b. False
Indicate whether the statement is true or false
Question 3Most advertising experts suggest that billboard copy should not exceed ____ words.
a. 3 c. 9
b. 6 d. 15
Question 4Ads with physically attractive endorsers have not been shown to produce more favorable evaluations of advertised brands than ads with less attractive communicators.
Indicate whether the statement is true or false
Question 5The type of firm that typically has established capabilities in fulfillment and customer service:
a. manufacturers.
b. direct marketers.
c. internet marketers.
Question 6The National Panel Diary (NPD) is an advertisement readership service.
a. True
b. False
Indicate whether the statement is true or false
Question 7Perhaps the oldest form of advertising is:
a. billboards c. magazine
b. newspaper d. point-of-purchase
Question 8Athletes are considered to possess attractiveness because they project knowledge and expertise when endorsing a product.
Indicate whether the statement is true or false
Question 9NIKEiD is an example of:
a. an interactive website.
b. use of a customer database.
c. product customization.
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