Criteria for judging ad effectiveness include getting it, cognitive residue, knowledge, attitude change, feelings and emotions, physiological

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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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Advertising and Integrated Brand Promotion

ISBN: 978-0538473323

6th edition

Authors: Thomas O'Guinn, Chris Allen, Richard Semenik

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