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The people who develop ads and commercials are known as _____. 

Ads are often called _____. 

Which of the following statements is true of the use of creativity in an advertising campaign? 

Advertising appeals that focus on functional or utilitarian needs and emphasize product features and benefits are known as _____ appeals. 

The responsibility to encode a message in a way that can be well-understood lies with the receiver. 

For many products, the impression or image that the ad creates determines the communication effectiveness more than the actual words of the message do. 

It is not possible to generate a behavioral response by relying solely on direct marketing. 

The customer response to direct marketing can take the form of: 

Managers generally believe that promotional spending represents an investment of a firm’s resources that requires an economic justification. 

Which of the following statements is true of advertising and promotion?