Physiological measures of advertising effectiveness:
A)are the most common methods for evaluating finished commercials in a laboratory setting.
B)measure 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 measure involuntary responses to ads, such as changes in heart rate, skin conductance, and brain wave activity. These measures are commonly used in laboratory settings to evaluate finished commercials and are considered reliable indicators of audience response. Subliminal advertising is not typically tested using physiological measures, and these methods can also be used for pretesting broadcast advertising.

Physiological Measures of Advertising Effectiveness