1) All are examples of the five major forms of cognitive strategies EXCEPT:
a. Generic Messages
b. action inducing
c. hyperbole
d. unique selling proposition
2)True or False: The three variations of celebrity endorsements are unpaid spokespersons, celebrity voice-overs, and dead-person endorsements.
a. True
b. False
Ch. 8
3)True or False: Frequency is the number of people, households, or businesses in a target audience exposed to a media vehicle or message schedule at least once during a given time period.
A. True
B. False (this is the definition of Reach)
4)All are advantages of radio advertising EXCEPT:
a. recall promoted
b. narrower target markets
c. high segmentation potential
d. short exposure time
Ch. 9
5) All are keys to a successful viral marketing campaign EXCEPT:
a. offer an incentive
b. focus on the product or business
c. do not make it personal
d. track the results and analyze the date
6)True or False: individualizing and personalizing Web content and e-mail messages for various consumers is know as interactive marketing.
a. True
b. False
