Chapter 4
T/F
Q: The percentage of sales method is when a company bases their budget on sales from the previous year or anticipated sales for the next year.
A: T
Q: Which word below is not a demographic?
A. age
B. interests
C. gender
D. race
Chapter 5
T/F
Q: Pulsating schedule of advertising is when ads are presented level amounts each month.
A: F
Q:What is the first step in preparing the creative strategy?
A. identify the objective
B. identify the target audience
C. identify the message theme
D. identify the support
Chapter 6
Q: Advertisers use ________ to sell a variety of products such as life insurance, shampoo and mouthwash.
A. Humor
B. Emotions
C. Fear
D. Music
T/F
Q: The subheadline, or spelling out of the promise, accompanies the headline, but sometimes is skipped if the headline is powerful enough by itself.
A: T
Chapter 7
Q: Which of the following is not a cognitive message strategy?
A. Generic messages
B. Preemptive messages
C. Unique selling proposition
D. Metaphor
E. Comparative advertisements
T/F
Q: Affective message strategies attempt to connect a product with a consumer's experiences to develop stronger ties between them.
A: F
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