Investment Management Certificate Practice Exam 2026 – Complete Prep Guide

Question: 1 / 400

Which of the following is NOT a feature of effective direct response advertising?

It includes an entertainment aspect

Direct response advertising is specifically designed to elicit an immediate response from the audience, so features that support this goal are critical. An effective direct response advertisement typically makes a clear and compelling offer, holds the viewer's attention, and provides urgent reasons for the customer to act immediately.

The inclusion of an entertainment aspect, while it can enhance engagement and make the advertisement more enjoyable, is not a fundamental necessity for effective direct response advertising. The primary focus is on driving the audience to take action—whether that be making a purchase, signing up, or contacting the advertiser. Thus, while entertaining content can be beneficial in capturing interest, it is not a defining feature of effective direct response advertising.

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It makes a definite offer

It holds attention

It gives reasons to buy now

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