Which element of a print ad allows the writer to introduce new material that may draw the reader into an ad?
a) Subhead
b) Headline
c) Illustration
d) Body copy
ANS: a
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The Chinese government sends volunteer supervisors to Internet cafes to watch for people visiting dissident websites or exchanging messages with suspect e-mail addresses
Indicate whether this statement is true or false.
Messages that suggest women are empowered to make decisions are appropriate in most societies
Indicate whether the statement is true or false
For the purposes of an appropriation suit, which of the following is likely to be considered a commercial use?
A. a commercial run at 8:00 p.m. for a broadcast news' 10:00 p.m. story on the opening of a local water park B. a newsletter for a non-profit organization describing a recent fundraising speech given by a famous celebrity C. a picture of the Supreme Court Justice Ruth Bader Ginsburg's face printed on her personal coffee mug D. the use of President Donald J. Trump's picture on the front page of a magazine
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