Infomercials that use celebrity testimonials have a definite advantage over those featuring ordinary ...

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
 Indicate whether the statement is true or false

Question 2

Share of voice is most often used when launching new products.
 a. True
  b. False
 Indicate whether the statement is true or false

Question 3

Perhaps the least controversial tool deployed recently by direct marketers has been the unsolicited email message, also called bulk email.
 a. True
  b. False
 Indicate whether the statement is true or false

Question 4

Share 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 5

If a company is looking for the lowest cost-per-contact, it should choose telemarketing.
 a. True
  b. False
 Indicate whether the statement is true or false

Question 6

A percentage-of-sales approach to budgeting is easy to understand and implement.
 a. True
  b. False
 Indicate whether the statement is true or false

Question 7

Direct 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 8

When 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