Ch. 7
1. Which of the following is not one of the message strategies?
a) Cognitive
b) Authoritative
c) Affective
d) Conative
2. Resonance advertising and Emotional Advertising are two strategies for which message strategy?
a) Conative
b) Testimonial
c) Affective
d) Informative
Ch. 8
1. The individual who formulates the program stating where and when to place advertisements is known as the?
a) Media buyer
b) Median planner
2. The number of people, household, or business in a target audience exposed to a media vehichle or message schedule at least once during a given time period is known as what?
a) Frequency
b) Opportunity to see
c) Ratings
d) Reach
Ch. 9
1. Some type of lure or attraction that brings people to a web site is known as what?
a) Cyberbait
b) Brand Spiraling
c) Viral Marketing
d) Interactive Marketing
2. Selling goods and services on the internet is know as what?
a) e-active marketing
b) e-commerce
c) interactive marketing
d) viral marketing
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