How much do you know about persuading people through advertising? Test yourself using this short 20-question quiz. The estimated completion time is 5 minutes.

Please answer all of the questions.

Q1:If an advertisement states a "Unique Selling Proposition," one can safely assume that no other product can match the claimed benefit.

Q2: While people like to be presented with some choices, they do not like many choices.

Q3: When should you emphasize prices in advertising? (choose one)

Q4: When a product would need to be delivered to a customer, should an ad state:

Q5: Consider that a company advertises a product with a bonus, such as frequent flyer miles. Which parties would be better off with an expiration date for using the bonus offer?

Q6: While there are many ways of rating ad effectiveness, the most important criterion is how much customers like the ad.

Q7: Do not use rational and emotional appeals in the same ad.

Q8: You want an ad that deters people from dangerous activities such as excessive eating, so you decide to create fear. What appeal would be most effective?

Q9: The most effective way to make people feel guilty is to tell them about the suffering of (please choose your answer(s) from this list):

Q10: Mystery ads (those that avoid stating who is advertising) are effective for large companies because they do not alert people to the fact that they are watching an ad, and thus are less likely to lead to counter-arguments.

Q11: Advertisers for low-involvement products should consider inserting irrelevant material to distract customers when the product lacks advantages or disadvantages.

Q12: Few products have a Unique Selling Proposition that is truly different from competing products.

Q13: When the target market is resistant to change, ads should be explicit about conclusions.

Q14: The text in magazine ads should be brief.

Q15: Avoid the passive voice.

Q16: What attracts the most attention (per square inch) in a print ad?

Q17: Use rapid speech for simple messages about low-involvement products.

Q18: Music enhances the effectiveness of ads, especially when there are strong arguments.

Q19: The most important objective of advertising is to increase awareness.

Q20: "If you have nothing to say, have a celebrity say it.\94 Is that reasonable advice?