The postmeasure percentage of respondents who were exposed to an advertisement for the target brand preferring the target brand minus the premeasure percentage who prefer that brand is known as the _____.
A) ARS score
B) Q-score
C) target score
D) advertising elasticity
E) delta

Question

The postmeasure percentage of respondents who were exposed to an advertisement for the target brand preferring the target brand minus the premeasure percentage who prefer that brand is known as the _____.
A) ARS score 
B) Q-score 
C) target score 
D) advertising elasticity 
E) delta

Quizplus · Accepted Answer

The ARS score, which stands for Advertising Research Foundation Score, is used to measure the change in preference for a brand before and after exposure to an advertisement for that brand. This is calculated by subtracting the pre-exposure preference percentage from the post-exposure preference percentage.

The Postmeasure Percentage of Respondents Who Were Exposed to an Advertisement