The type of posttest an advertiser uses is affected by the type of advertising objectives set by the advertiser.
Indicate whether the statement is true or false
Question 2Coca-Cola entices consumers to their website through contests and games, but they cannot force people to visit their website due to the ____ characteristic of online media.
A) accessibility
B) control
C) interactivity
D) addressability
E) connectivity
Question 3The effectiveness of an advertising campaign can be measured only after the completion of the campaign, when results are tabulated.
Indicate whether the statement is true or false
Question 4The Internet can be referred to as a ____ medium because users determine which websites they are going to view.
A) selective
B) discriminating
C) pull
D) push
E) monopolistic
Question 5To be unbiased, a member of a consumer jury should not be a present user of the advertised product.
Indicate whether the statement is true or false
Question 6____ refers to customers' ability to regulate the information they view and the rate and sequence of their exposure to that information.
A) Accessibility
B) Addressability
C) Interactivity
D) Connectivity
E) Control
Question 7Radio copy should consist of short, familiar terms.
Indicate whether the statement is true or false
Question 8____ connects customers with marketers as well as other customers.
A) Accessibility
B) Addressability
C) Interactivity
D) Connectivity
E) Control
Question 9A layout includes only the illustrations used in an advertisement.
Indicate whether the statement is true or false
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