Roger is looking to evaluate the effectiveness of an M&Ms contest on Instagram for the Mars Corporation. He had a strong call-to-action statement that drove audiences on Instagram to a microsite where they could win various prizes. What is Roger trying to evaluate?
A) He is trying to evaluate the effectiveness of the Red M&M character in the post.
B) He is trying to evaluate the attitudinal outcomes of audience members to the M&M's post.
C) He is trying to evaluate the conative outcomes of the audience members to the M&M's post.
D) He is trying to measure the influence of who is driving the traffic to this post for M&Ms.

Question

Quizplus · Accepted Answer

Roger is evaluating the conative outcomes, which refer to the actions or behaviors (such as visiting a microsite and participating in a contest) that result from the call-to-action in the M&Ms Instagram post.

Roger Is Looking to Evaluate the Effectiveness of an M&Ms