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