Physiological measures of advertising effectiveness
A)are the most common methods for evaluating finished commercials in a laboratory setting.
B)indicate a receiver's involuntary responses to ads.
C)measure the effects of subliminal advertising.
D)are only used for pretesting broadcast advertising.
E)are neither valid nor reliable.

Question

Quizplus · Accepted Answer

Physiological measures of advertising effectiveness are used to measure the involuntary responses of the receiver to ads, such as heart rate, brain activity, and eye movements. These measures can provide more objective data compared to self-reported measures of advertising effectiveness. However, they are not used to measure the effects of subliminal advertising and can be used for both pretesting and post-testing of advertising campaigns.

Physiological Measures of Advertising Effectiveness