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1 what is a message strategy 2 describe a cognitive message

Clow & Baak. Integrated Advertising, Promotion, and Marketing Communications 7^th 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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