______ is a term used to describe a message receiver's feelings of favourability or unfavourability toward an advertisement.
A) Brand attitude
B) Purchase intent
C) Attitude toward the ad
D) Source derogation

Question

Quizplus · Accepted Answer

Attitude toward the ad refers specifically to the message receiver's feelings about the advertisement itself. A brand attitude would refer to their feelings about the brand overall, and purchase intent refers to their likelihood to actually buy the product or service being advertised. Source derogation has to do with the message receiver's evaluation of the credibility of the source of the advertisement.

______ Is a Term Used to Describe a Message Receiver's