In an in-house advertising operation, the advertiser employs an advertising staff and absorbs the ...

In an in-house advertising operation, the advertiser employs an advertising staff and absorbs the overhead required to maintain the staff's operations.
 a. True
  b. False
 Indicate whether the statement is true or false

Question 2

Retailers do not like when manufacturers use near-pack premiums.
 a. True
  b. False
 Indicate whether the statement is true or false

Question 3

When considering barriers to entry, the advertising = market power school of thought believes that firms are not as likely to compete on quality or price dimensions.
 a. True
  b. False
 Indicate whether the statement is true or false

Question 4

A greater percentage of consumers take advantage of free mail-in offer premiums than any other type of premium offer.
 a. True
  b. False
 Indicate whether the statement is true or false

Question 5

Measuring advertising effectiveness often requires that baseline measures be taken before an advertising campaign begins and then afterward to determine whether the objective was achieved.
 a. True
  b. False
 Indicate whether the statement is true or false

Question 6

Mail-in offer premiums can be used to encourage repeat-purchase behavior.
 a. True
  b. False
 Indicate whether the statement is true or false

Question 7

Advertising strategy implementation involves setting objectives, devising budgets, creating messages, and developing the media strategy.
 a. True
  b. False
 Indicate whether the statement is true or false

Question 8

The perceived value of a premium item depends on the value of the brand that is offering the gift.
 a. True
  b. False
 Indicate whether the statement is true or false