Measures of _____ are used when an advertiser's objective is to influence consumers' attitudes toward and preference for the advertised brand.
A) recognition
B) recall
C) persuasion
D) emotional reactions
E) sales response

Question

Measures of _____ are used when an advertiser's objective is to influence consumers' attitudes toward and preference for the advertised brand.
A) recognition 
B) recall 
C) persuasion 
D) emotional reactions 
E) sales response

Quizplus · Accepted Answer

Measures of persuasion are used to assess how effectively an advertisement has influenced consumers' attitudes and preferences towards the brand being advertised. These measures typically involve asking consumers about their thoughts and feelings towards the brand after being exposed to the advertisement. Examples include attitude and brand image measures, like favorability, trust, and brand affinity.

Measures of _____ Are Used When an Advertiser's Objective Is