Chapter 7
1) Which is not one of the broad categories of message strategies?
a) Cognitive
b) Conative
(c) Generic
d) Affective
2) What is the manner in which an ad appeal is presented?
a) Resonance Framework
b) Emotional Framework
(c) Executional Framework
d) Promotional Framework
Chapter 8
1) What does CPM stand for?
a) Cost per million
b) Cost per billion
(c) Cost per thousand
d) Cost per hundred
2)What does CPRP stand for?
a) Corporate Price Rating Program
b) Cost Price Revenue Program
(c) Cost Per Rating Point
d) Cost per Research Program
Chapter 9
1) Monies paid to remove an item from a retailer's inventory?\
a) On-deal
b)Forward buying
c) Spiff money
(d) Exit fees
2)Funds charged by retailers to stock new products?
a) Exit fees
(b) Slotting fees
c) Stocking fees
d) drop-ship fees
