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Clow & Baak. Integrated Advertising, Promotion, and Marketing Communications 7th edition
Advertising Design
Review Questions
1. What is a message strategy?
2. Describe a cognitive message strategy and identify the five major forms advertisers can use.
3. What is the spontaneous trait transference in comparison advertising?
4. Describe an affective message strategy and identify the primary forms it can take in an advertisement?
5. What is comfort marketing?
6. what is the attitude sequence present in a conative message strategy advertisement?
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Upon promotion to supervision you will then be able to:
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