Infomercials that use celebrity testimonials have a definite advantage over those featuring ordinary people, though this adds significantly to overall cost.
a. True
b. False
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Question 2Share of voice is most often used when launching new products.
a. True
b. False
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Question 3Perhaps the least controversial tool deployed recently by direct marketers has been the unsolicited email message, also called bulk email.
a. True
b. False
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Question 4Share of voice, or share of market, is a method that bases an ad budget on whatever significant competitors are spending.
a. True
b. False
Indicate whether the statement is true or false
Question 5If a company is looking for the lowest cost-per-contact, it should choose telemarketing.
a. True
b. False
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Question 6A percentage-of-sales approach to budgeting is easy to understand and implement.
a. True
b. False
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Question 7Direct mail is probably the direct marketer's most invasive tool, and as such must be used with discretion so as not to alienate customers.
a. True
b. False
Indicate whether the statement is true or false
Question 8When an ad agency is asked to recommend a budget to the client, it is usually the account executive who handles this.
a. True
b. False
Indicate whether the statement is true or false