| 1: Why can it be difficult to be clear, accurate, and credible simultaneously? |
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| 2: Describe how tone is used in a creative brief.What do you think is the most effective tone for a children's health message? |
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| 3: What is the difference between a concept and a message? |
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| 4: What do you think is the most important part of pretesting materials? |
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| 5: What are two techniques used in cognitive interviewing? |
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| 6: What are some items that are crucial to test with usersof websites? |
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| 7: How are marketers using fMRI, pupil tracking, and EEGs to measure audience response to media? |
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| 8: When would you want to implement a total pilot test of your communication strategy? |
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