The primary metric in Mapes and Ross' copy testing methodology is ________.
A)liking
B)communication
C)persuasion
D)recall

Question

Quizplus · Accepted Answer

The primary metric in Mapes and Ross' copy testing methodology is persuasion, which measures the extent to which an ad or message motivates people to take a desired action. The other metrics listed (liking, communication, and recall) are also important in evaluating the effectiveness of advertising, but they are not the primary focus of this particular methodology.

The Primary Metric in Mapes and Ross' Copy Testing Methodology