Who typically submits an Op-Ed to a news publication?
a. a PR writer
b. a reader or an outside expert
c. a politician
d. a reporter herself
b. a reader or an outside expert
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Which organizational pattern is most appropriate when the audience agrees that a problem
exists but disagrees on how to solve that problem? A. Logical reasons B. Problem-solution C. Progressive-questions D. Comparative advantages
Which of the following is NOT true about online advertising?
a. many commercial Web sites do not feature advertising. b. businesses are still figuring out a sustainable income model for online content. c. online advertising offers more opportunities for precise audience targeting than traditional advertising. d. ad robots can eavesdrop on online conversations to analyze what type of ad to send to a consumer.
Which of the following is NOT one of the three basic categories of visual aids?
a. the actual object b. pictorial reproductions (photographs, slides, drawings) c. pictorial symbols (graphs, charts, diagrams) d. vivid imagery
The affective dimension of advertising research usually involves research into whether a consumer's attitudes toward a particular product have changed because of exposure to an ad or a campaign. What a technique is not used to study the affective dimension?
a) Projective tests b) Socio-psychological tests c) Theater testing d) Semantic differential scale