When Involvement with a Product Is High, Advertisers Should

question 127

Multiple Choice

When involvement with a product is high, advertisers should:

• A) present ads with strong issue-related arguments.
• B) emphasise visual or symbolic material.
• C) use action closings.
• D) present ads which emphasise the spokespersons.

Ability to draft a report in the expanded letter format based on a real or hypothetical scenario.

Understand the role and components of the follow-up section in a proposal.

Identify and explain the different formats and general parts of a proposal.

Distinguish between types of short reports.

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Definitions:

No-par Common Stock

Common stock issued without a par value which means it is not assigned a nominal or face value, but it still represents ownership in a company.

Stated Value

A nominal value assigned to a corporation's stock that bears no relation to its market price, used for calculating capital stock.

Par Preferred Stock

A type of preferred stock that has a nominal face value, which is the amount paid out to shareholders during liquidation before common stockholders.

Preferred Stock

A class of ownership in a corporation that has a higher claim on its assets and earnings than common stock, usually with dividends that are paid out prior to those to common stockholders.