Which factor makes it difficult for small$-$size advertisers to use television as part of their media mix?

A$)$ the failure of TV programs to reach their intended target markets

B$)$ the lack of knowledge among small ad agencies on how to produce TV commercials

C$)$ the high costs of producing and airing television commercials

D$)$ the limited creative options available through television

E$)$ the lack of captivity and attention that TV advertising provides

An advertiser bought a $15-$second spot during prime time, but realized that there was very low recall for the advertisement. This low recall is most likely due to

A$)$ the presence of commercial clutter.

B$)$ the lack of demographic selectivity of television.

C$)$ the low reach of television.

D$)$ the inherent deficiencies of television as a communication medium.

E$)$ message source alienation.

Which statement is true about zapping?

A$)$ Zapping occurs only with radio stations.

B$)$ Zapping occurs when viewers fast$-$forward through commercials as they play back a previously recorded program.

C$)$ Zapping has reduced due to the introduction of remote controls for television sets.

D$)$ Zapping has also been fueled by increasing number of channels available to consumers.

E$)$ Zapping is synonymous with zipping.

The aim of direct marketing is to

A$)$ generate brand awareness among consumers.

B$)$ generate a response or transaction from the consumer.

C$)$ replace all other forms of media.

D$)$ segment the target market.

Direct mail, telemarketing, interactive TV$,$ print, and the Internet are all

A$)$ direct selling.

B$)$ direct marketing.

C$)$ direct$-$response media.

D$)$ direct advertising.

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