1. Service quality is not always consistent, largely because services are often performed by human beings. Provide an example of what employers could do to reduce service variability.

2. When determining how to best convey the message in a marketing campaign, often one will determine the unique selling proposition (USP). What is a USP intended to do?

3. In the early stages of an ad campaign, the objectives are established. After the campaign has run, to determine if those objectives are met, the marketer will _____________________.

4. Name and explain three rule-of-thumb methods of setting Integrated Marketing Communications budgets.