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_______ is the process of directing advertising messages to the right people in the right place at the right time.

Secondary research is the collection of data that does not already exist. (Ch. 7)

Creative ads must be three things: relevant, unexpected, and selling messages. (Ch. 10)

_______ is the number of times a person is exposed to an advertising message.

Your road map to achieve your goal. (Ch. 8)

This person works on the nonverbal elements of ads and commercials, such as the design. (Ch. 10)

Sales volume, gross profits and market share are all examples of communication objectives. (Ch. 8)

Which step in the research process is being described if you are conducting a focus group to assess consumers’ perceptions? (Ch. 7)

This category of research in advertising development tests out final ideas before production to ensure ads communicate properly. (Ch. 7)

A step-by-step procedure used to discover original ideas and reorganize existing concepts in new ways. (Ch. 10)