Remember all the questions never answered in Mitt Romney's speech on religion?

A new LDS mass media proselytizing campaign, drawing on the wonders of modern advertising and marketing, picks up where Mitt left off. The new "Truth Restored" campaign — launched on TV, radio, billboards and Internet in several "markets" — hopes to intrigue non-Mormons enough that they seek answers from LDS members or from the church's website.

As part of the blitz, the church is issuing members wallet-sized cards that have the answers to the questions Mitt ducked — including the LDS conception of God, the Mormon way to keep family and marriage secure and, the juiciest of all, LDS life after death.

Kevin Kelly, a former New York advertising executive and BYU advertising instructor says he developed the campaign with oversight from missionary general authorities.

In surveys or pretesting done before the campaign began in those markets, results showed 63 percent of respondents didn't know the main claims of the LDS Church. So in an all-out media blitz, the team sought to "have people keep bumping into our message," Kelly said.

"The idea was that (our) media would do the heavy lifting, and that church members would then just answer people's questions, and if they couldn't answer then they would pull out their wallets."

After a three-months blitz, follow-up surveys showed an impact. One mission president reported 76 conversions that were in some way attributable to the campaign, Kelly says. "This was thrilling to an advertiser."