In terms of analyzing advertising or IMC campaigns, which would be an example of measuring affective responses?
A) sales and redemption rates
B) product specific awareness
C) awareness of the overall company
D) liking the company

Question

Quizplus · Accepted Answer

Measuring affective responses involves analyzing emotional reactions such as liking or disliking a company. Therefore, the best choice is D, which directly measures the affective response of liking the company. Choices A, B, and C measure different aspects such as sales rates, product awareness, and overall company awareness, but do not directly measure emotional reactions.

In Terms of Analyzing Advertising or IMC Campaigns, Which Would