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| When an advertising agency develops content for a client's web site, the writer should format the text so it is easy for the web site's visitors to | locate relevant information. |
| One advantage of writing direct-mail letters that include coupons or reply cards is that the result of the advertising effort is | measurable. |
| When writing information to post on web sites, Internet businesses should | break the text into short, manageable sections with many headlines. |
| When writing direct-mail advertising letters, the account executive responsible for promoting a team in the National Hockey League should | develop copy that is in more detail than that in print advertisements. |
| What is the most ineffective way to address a piece of direct mail? | To the company |
| Why is it important for internet businesses to write content for their web-site home pages that is interesting as well as concise? | Space is limited. |
| One of the advantages of direct-mail advertising is that the advertiser can | aim the message to specific customers. |
| When developing a direct mail offer for sport/event products, it is important that the mailing piece be | designed to attract attention. |
| Which of the following is a disadvantage of using direct-mail letters as a form of promotion: | Many people think of the letters as "junk mail" to be discarded without opening. |
