Important characteristics of a direct-response offer include:
a. always having a purchase as the objective.
b. deferred action on the part of the prospective customer.
c. a clear call to action.
Question 2The main concern of the Starch Readership Service is to
a. provide information on the demographic characteristics of a particular publication's readership.
b. provide advertisers with insights concerning the effectiveness of their ads.
c. determine which magazines carry the most advertising.
d. evaluate the fit between a magazine's geographic distribution patterns and the type of advertising it carries.
e. link magazine readership with certain lifestyle characteristics.
Question 3The most popular type of sampling for food and cosmetic products is ____ sampling.
a. in-store c. mail
b. door-to-door d. on-package
Question 4For the most part, the willingness of advertisers to make significant monetary investments in celebrity endorsers for their products has been justified.
Indicate whether the statement is true or false
Question 5Among the interactive strategies marketers can pursue are:
a. information, transaction, and personalization.
b. transaction, personalization, and collaboration.
c. interaction, profiling, and customization.
Question 6Starch Readership Service collects data that is useful for assessing changes in which of the following aspects of an ad?
a. Theme
b. Copy
c. Layout
d. Use of color
e. All of these are correct.
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