exam q's

Chapter 7
0. Name the three types of message strategies creatives can use. How are message
strategies related to the message theme?

1. Cognitive
2. Affective
3. Conative
A message strategy is the primary tactic or approach used to deliver the message theme.


Chapter 8
12. What are the major advantages and disadvantages of television advertising?

Advantages
1. High reach
2. High frequency potential
3. Low cost per contact
4. High intrusion value
5. Quality creative opportunities
6. Segmentation possibilities through cable outlets

Disadvantages
1. Clutter
2. Low recall due to recall
3. Channel surfing during commercials
4. Short amount of copy
5. High cost per ad


Chapter 9
14. What is interactive marketing?

Individualozing and personalizing Web content and e-mail messages for various consumers.


Chapter 12
22. What is a price-off sales promotion?

A temporary reduction in the price of a product to the consumer.