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Concept Checks
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1

What is the difference between pioneering and competitive ads?
 
2

What is the purpose of an institutional advertisement?
 
3

What is direct-response advertising?
 
4

What are the three common advertising appeals?
 
5

Who is responsible for turning appeals and product features into attention-getting advertising?
 
6

Why has the Internet become a popular advertising medium?
 
7

What factors must be considered when choosing among alternative media?
 
8

Explain the difference between pretesting and post-testing advertising copy.
 
9

What is the difference between aided and unaided recall post-tests?
 
10

You see the same ad in Time and Maclean's magazines and on billboards and TV. Is this an example of reach or frequency?
 
11

Which sales promotional tool is most common for new products?
 
12

What's the difference between a coupon and a deal?
 
13

Which trade promotion is used on an ongoing basis?
 
14

What is a news release?
 





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