Whether you rely on do-it-yourself advertising and marketing or have the benefit of professional help, you need to understand what works – and what doesn’t. Put your knowledge to the test by completing the following test.

The entire exercise takes less than 3 minutes, but it could have a lasting impact on the success of your future advertising.

Answer True or False. Then click the Score button at the bottom of the page to see your score and the correct answers.

1.	“What’s in it for me?” is the single most important question an advertisement must answer.	T F
2.	The frequency and placement of an ad is just as important as the content.	T F
3.	Selling on price is always more effective than selling value.	T F
4.	What’s left out of an ad is just as important as what is left in.	T F
5.	Three small ads are better than one big ad with the same total cost.	T F
6.	Color in print ads has no impact, but sharply increases marketing costs.	T F
7.	A “Jingle” is a must in radio ads.	T F
8.	Sales people are experts in advertising and marketing.	T F
9.	Telemarketing doesn’t work in business-to-business advertising.	T F
10.	The more information you can pack into an ad, the better.	T F
11.	The cost of my advertising placement should always be matched by a corresponding increase in sales.	T F
12.	Even the best ads “wear out” after five placements.	T F
13.	Business people read direct mail.	T F
14.	In the business world, buying is driven by reason, not emotion.	T F
15.	A key indicator of a bad ad is that it could be used by a competitor.	T F
16.	The leader in any category is well known and hence needs to do little or no advertising and marketing.	T F
17.	Successful companies study the advertising created by competitors.	T F
18.	Regular contact with customers eliminates the need for research.	T F
19.	Only consumer products can be sold direct on the web.	T F
20.	On average, consumers see hundreds of sales messages a day.	T F

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