In terms of source characteristics, expertise can be valuable in persuasive advertisements designed to change the audience's opinions or attitudes

You have your own Internet business where you buy close-out stuff from stores and sell them on-line at a higher price. Besides the cost of paying for the items and the shipping charge per item, you lease your car, computer, printer, telephone, etc. equipment. Last year you bought and then sold 1,000 pieces. This year you expect to double that, at unchanged purchase and sale prices. Which of the following will be higher this year than last?

a) profits b) profit margin c) both d) neither

The impact of all of the following marketing programs can be measured using redemption rates, except:

A) point-of-purchase displays B) coupons C) sweepstakes D) direct-mail letters