A measure of a commercial's _____ is gathered by asking consumers to choose a brand that they would want to win in a drawing and then-after exposure to the ad-ask the question again.
A)physiological effectiveness
B)persuasive effectiveness
C)alpha activity
D)beta activity
E)sociological effectiveness

Question

Quizplus · Accepted Answer

The measure described in the question is a way of testing the persuasive effectiveness of a commercial. By asking consumers to choose a brand before and after exposure to the ad, researchers are able to see if the advertisement was successful in changing consumers' attitudes and preferences toward the brand. Physiological effectiveness (A), alpha activity (C), and beta activity (D) are not relevant to this measure. Sociological effectiveness (E) could potentially be related, but it is not a commonly used term in advertising research.

A Measure of a Commercial's _____ Is Gathered by Asking