Before launching his ad campaign, Jerry asked a test group of consumers to read the ad copy and report whether they liked the message, understood the message correctly, and regarded the message as effective and persuasive using semantic-differential and Likert scales. This feedback is an example of ________.
A) physiological measures
B) UPC codes
C) attitudinal measures
D) day-after recall tests
E) net income tests

Question

Quizplus · Accepted Answer

Jerry's method of asking consumers for their opinions on the ad copy using semantic-differential and Likert scales is an example of attitudinal measures. These scales are designed to assess people's attitudes, opinions, or perceptions, which fits the description of the feedback Jerry is collecting.

Before Launching His Ad Campaign, Jerry Asked a Test Group