marketing 20.1

1. The target audience and available funds determine the best media to use, such as, TV, radio, internet, or print. Selections are based upon which media will have the best chance to reach the target audience and stay within the budget.

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Limited services select media and coordinate related activities such as sale promotion and public relations.

• True

• False

Large companies are increasingly selecting specialists such as those who concentrate only on internet advertising, to develop different aspects of an advertising campaign.

• True

• False

Technology and e-commerce opportunities have led many businesses to employ in-house staff for some advertising functions, such as Web-site development and maintenance.

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• False

In a creative boutique, the advertiser develops the message and copy but outsources the design and production of the advertisement.

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• False

A freelancer is a self- employed person who sells work or services by the hour, day, or job, rather than working on a regular salary basis for one employer.

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• False

One advantage of virtual agency is that the agency has lower overhead expenses, which means lower costs for the client.

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• False

Headlines lead to the copy and illustration. They are often written so that readers grasp the entire point of the ad simply by reviewing the headline, seeing the illustration and reading a few words of copy.

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• False

Most headlines are brief and usually consist of five to fifteen words. Studies show that people have difficulty processing more than seven words at one time.

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• False

Unlike headlines, copy should be based on market research and the business objectives for the advertising campaign

• True

• False