1. Describe the various forms of direct response advertising. Discuss some of the reasons for the success of direct response advertising.

2. Discuss the differences between pre-testing and post- testing. Give examples of each

3. There are many changes taking place in the media environment. Discuss some of the reasons that marketers may be shifting advertising dollars to less traditional media. Find examples of marketers that are using less traditional media.

4. Marketers, advertisers and even academics are striving to develop better measurement methods for IMC. What do objectives have to do with this focus on ROI (returen on investment).

5. Discuss both sides of the argument for using neuroscience in communication research.