1. Some advertising students are visiting your agency on a field trip and have asked you to provide some guidance on creating effective direct-response mail. Give and explain to them in detail, using examples, five of the ideas that were given in the text.
2. Describe, using examples, how Americans' media habits are changing and how this will affect future media mixes.
3. Because the health industry is changing, what would you say to your staff that resist all change initially?