In advertising, association (or the association principle) is ______.

In the communication process, putting thought into symbolic form is called __________.

In the communication process, the __________ is the medium that carries the message.

One reason there is a need for integrated marketing communications is that __________.

The benefits of direct and digital marketing for buyers are that it is _________.

Evaluating the advertising is the __________ step in developing an advertising campaign.

A fairly subtle approach to advertising is _____.

A direct-mail ad exemplifies _____.

A _____ strategy is primarily designed to secure the cooperation of retailers.

A _____ requires a manufacturer to focus its promotional efforts on end consumers.

A _____ is an eight-sheet billboard that offers a panel surface of 6 feet high by 12 feet wide.