Test Your Advertising Knowledge  True or False? - Five times as many people read the headline as read the body copy.
- Color ads generate up to 25% more inquiries than black-and-white ads.
- Ad expenditures should be highest when gross sales figures from previous years indicate business will be slow.
- You can double the impact of a direct mail printed insert by enclosing a personal note or letter.
- The cost of selling to a new customer is three times higher than selling to an existing customer.
- The Internet is the fastest growing medium.
- Any new product should have an estimated life of a minimum of ten years.
- The customer's perception of a product’s quality has a dramatic influence on the manufacturer's return-on-investment.
- When emotion and intellect conflict, intellect will win.
- Colors have the power to arouse impulses in people and motivate them to satisfy a need.
Answers: - True.
- False--They generate 50% more.
- False--They should be highest when previous years' business was best.
- True.
- False—It's five times higher.
- True.
- False. Only needs an estimated life of five years.
- True. Where quality rating is over 80%, ROI is over 30%.
- False. Emotion will. Usually.
- True.
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A Premise with a Promise
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