A nationally distributed line of frozen dinners is to be promoted on radio. The client finds out, however, that the stations have no standard fees for various spot lengths. This results in fragmented audiences.
a. True
b. False
Indicate whether the statement is true or false
Question 2In advertising, deception refers to making false or misleading statements in advertisements.
a. True
b. False
Indicate whether the statement is true or false
Question 3The ______________ framework is based on the marketing mix concept.
Fill in the blank(s) with correct word
Question 4Though it is limited to a one-dimensional presentation, radio is a medium with a setting for true creativity, often described as the theater of the mind.
a. True
b. False
Indicate whether the statement is true or false
Question 5Advertisers have historically been responsible for buying air time on educational and cultural programs despite their smaller audiences, thereby boosting the overall quality of American television.
a. True
b. False
Indicate whether the statement is true or false
Question 6The components of any service experience are the service ______________, the service ______________, the service ______________, and the service ________________.
Fill in the blank(s) with correct word
Question 7Technology is considered to be the single most influential force behind the globalization of markets.
Indicate whether the statement is true or false
Question 8On the basis of both per-contact cost as well as absolute cost, radio is less cost-effective for advertisers than most other forms of media.
a. True
b. False
Indicate whether the statement is true or false
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