a. decay effect
b. wear out effect
c. carryover effect
d. zero budget effect
Demographics refer to what consumer characteristic(s)?
a. Age
b. Income
c. Education
d. All of the above
The final step in the development of a creative strategy is the identification of _________.
a. target audience
b. constraints
c. objective
d. message theme
The _________ is responsible for scheduling various aspects of the agency's work to ensure the work is completed by the target deadline.
a. Account Executive
b. Creative
c. Traffic Manager
d. Client
This is the first step in the hierarchy of effects model.
a. Liking
b. Knowledge
c. Awareness
d. Preference
The __________ is the text or body of the advertisement.
a. Headline
b. Amplification
c. Subheadline
d. Proof of the Claim
__________ message strategies invoke feelings or emotions and match those feelings with the good, service, or company.
a. Cognitive
b. Affective
c. Conative
d. Warm & Fuzzy
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