When analyzing advertising or IMC campaigns, which of the following 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 assessing consumers' emotional reactions to an advertising or IMC campaign. "Liking the company" is a measure of affective response, as it pertains to consumers' emotional preferences and attitudes towards the brand. Sales and redemption rates, product specific awareness, and awareness of the overall company are examples of cognitive responses or behavioral outcomes, as they relate to consumers' knowledge, beliefs, and actions towards the brand.

When Analyzing Advertising or IMC Campaigns, Which of the Following