Question 1
If effective reach and/or effective frequency are too low:
the company will fail to attain its intended objectives.
some of the company’s budget may be wasted on extra exposures.
the company has not spent all of its advertising budget.
the company needs a larger advertising budget.
 
Question 2
Animation has become increasingly popular and is now used in business-to-business ads in addition to consumer ads.
True
False
 
Question 3
Wishing to think and act rich like the spokesperson in an advertisement, is a form of:
intent to purchase.
attractiveness.
identification.
empathy.
 
Question 4
Recency theory suggests that it is a waste of money when an advertisement reaches an individual or business that does not need a particular product or does not have an interest in the product.
True
False