Question: Criteria for judging ad effectiveness include getting it, cognitive residue, knowledge, attitude change, feelings and emotions, physiological changes, and behavior. Identify specific evaluative advertising research

Criteria for judging ad effectiveness include "getting it," cognitive residue, knowledge, attitude change, feelings and emotions, physiological changes, and behavior. Identify specific evaluative advertising research methods that could be used to test an ad's impact on any of these dimensions.

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A communications test simply seeks to tell if a message is communicating something close to what is desired Communications tests are usually done in a group setting with data coming from a combination ... View full answer

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