Use eye-catching graphics in an illustration:
a. to set a serious tone
b. to focus attention on the data
c. both of the above
d. none of the above
d
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Of the following taglines or slogans, which would most likely trigger an investigation by the Federal Trade Commission or National Advertising Division?
A) For the finest Asian food come to China Garden B) Eat at Wendy's, the best hamburgers in town C) Tree Top apple juice is twice as good D) For better looking skin, use Avon
The statement "This chicken is quick-frozen at 30 degrees below zero," is an example of a(n):
A. segmentation variable. B. benefit. C. market need. D. feature. E. advantage.
The ________ is used for estimating the ________; the ________ is used for developing the ________
A) analysis sample; discriminant function; validation sample; classification matrix B) validation sample; discriminant function; analysis sample; classification matrix C) classification matrix; discriminant function; validation sample; analysis sample D) none of the above
Of the following criteria, which would be best suited for evaluating new product introduction advertising?
A) brand loyalty B) shopping intention C) basic enjoyment D) purchase intention E) brand preference