Ch. 7
The 3 broad categories of the message strategy are Cognitive ,_________ and Conative.
a. Effective
b. Affective
c. Emotional
d. Creativity
Authoritative framework convinces customers that a given product is less superior than another.
True
False
Ch.8
The process of analyzing and choosing media for an ad campaign is called:
a. ad campaign
b. creatvie brief
c. overview
d. media strategy
Nielsen ratings evaluate all of the following EXCEPT:
a. measure tv audience
b. determines ad rates
c. number of households tuned into a program
d, amount of time spent on a certain channel
Ch. 9
Business to Business E-Commerce requires incentives.
True
False
An ad placed on a website that scrolls the sideline of the entire length of the page is called:
a. minisites
b. pop-up ads
c. skyscrapers
d. banner ads
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