The most important factor considered by executives in the selection of a celebrity endorser is ...

The most important factor considered by executives in the selection of a celebrity endorser is celebrity credibility.
 
 Indicate whether the statement is true or false

Question 2

The immediacy of the Internet can be employed to satisfy the consumer's desire for instant gratification.
 
 Indicate whether the statement is true or false

Question 3

An advantage of billboards as a medium is
 a. wide exposure of a message in a specific local market.
  b. the large size and lighting attracts attention.
  c. reaching passersby with a message related to an immediate need.
  d. All of these statements are advantages of billboards.

Question 4

People meters attempt to measure not only the channel to which the set is tuned but also who in the household is watching.
 a. True
  b. False
 Indicate whether the statement is true or false

Question 5

Matchup between spokesperson and audience similarity is especially important when the product or service in question is one where audience members are heterogeneous in terms of their taste and attribute preferences.
 
 Indicate whether the statement is true or false

Question 6

It is not important whether the Internet is recognized as a direct-response medium or not.
 
 Indicate whether the statement is true or false

Question 7

The majority of retail sales information is based on store audits.
 a. True
  b. False
 Indicate whether the statement is true or false

Question 8

Support media are called support media because they
 a. are supported solely by advertising expenditures.
  b. expand on messages being delivered by other media.
  c. must be supported by independent physical structures.
  d. reinforce advertising messages being delivered by other media.

Question 9

Consumers are more likely to adopt an attitude or undertake an action when a likable person promotes that action.
 
 Indicate whether the statement is true or false