1. P-O-P advertising is one of the fastest-growing catergories in today's advertising marketplace because of

A. parallel growth in the retail sector

B. myriad options in P-O-P technology

C. how the growth in support media always outspaces growth in other forms of advertising

D. the positive effect P-O-P advertising has been shown to have on product sales.

2. The one characteristic that makes marketing different from marketing in general is that

A. the success of direct marketing is ultimately determined by consumer response.

B. direct marketing relies on audience segmentation

C. direct marketing typically has a lower cost per contact

D. direct marketing has an emphasis on developing a database.