1) Modicare is launching a new cold medication later this month, and they have created an advertising campaign designed to drive awareness with their target audience. Which of the following variables will be most important in ensuring the success of their campaign?

A) reach

B) impact

C) frequency

D) concentration

2) All Smiles Dental Products recently began selling an overnight teeth-whitening product. Their advertising campaign promises to make your smile white overnight. The All Smiles communication can be best described as a(n) ________ appeal.

A) experimental

B) transformational

C) informational

D) emotional