QUESTION 1

1. While TV advertsing, especially during prime time, can be expensive, __________ can be comparatively low if a high number of consumers see a particular ad.

   		commercial cost
   		financial reach
   		effective frequency
   		reach / frequency ratio
   		cost per contact

1 points

QUESTION 2

1. In this commercial for Aveeno, Jennifer Aniston talks about why she likes this product. The decision to use a testimonial is the ad's ___________________.

   		creative positioning
   		executional style
   		advertising style
   		benefit presentation
   		advertising appeal

1 points

QUESTION 3

1. Frozen pizza with a cauliflower crust may sound odd to many consumers. To create trial of a new brand of cauliflower pizza, the most useful tool would be __________________.

   		to advertise in trade magazines
   		advertising during prime-time on national television
   		to send out samples of the products to journalists at leading women's magazines
   		giving samples of the product to consumers who are already in a grocery store
   		to use a social media campaign