Ads work better if the audience can identify with the spokesperson in the ad. This identification is derived from both the similarity of the spokesperson to the audience as well as the spokesperson's attractiveness

Competitors who get to market later must settle for lower prices because ________

A) technology has changed B) prices have fallen C) there are fewer resources available D) there are more customers

Other things remaining constant, which of the following will improve the return on investment?

A) Decreasing assets B) Increasing sales C) Decreasing costs D) All of these choices