1. Which of the following is not descriptive of the advertising and promotion pyramid?

a. the base of the pyramid has tools with a wider coverage of the target audience

b. the tools at the top of the pyramid have lower cost per contact than tools at the bottom

c. the pyramid implies a trade-off between coverage and cost per contact

d. the Internet can be used at all levels in the pyramid

e. the Internet as a communication tool in the pyramid is scalable and cost-efficient

2. All of the following are examples of trade secrets except:

a. a patent

b. a product formula

c. a product design

d. manufacturing processes

e. advertising plans