Nowadays, advertisers have a vast and ever-expanding array of options for delivering messages to their potential customers. The key to success for any campaign is:
a. making sure each media has an equal level of reach and frequency and appointing separate managers to achieve this.
b. minimizing the number of different media needed so that the consumer does not end up jaded, and the environment does not become cluttered.
c. making sure that any marketing effort uses all media available, and relies on functional specialists to coordinate these media.
d. choosing the right set of options to engage a target segment, and coordinating the placement of messages to ensure coherent and timely communication.
Question 2
What recent trend in advertising indicates that a new set of tests to measure ad acceptance is needed?
a. The increasingly younger consumer population in the United States
b. The move to a more visual advertising style from largely verbal approaches
c. The expansion of research departments within established agencies
d. The popularity of scientific evaluation and statistical proof of consumer behavior
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Nonverbal communications convey strong, powerful messages that may be negative or positive.
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