2. Should promotional planners measure emotional responses for other IMC tools, such as sales promotions or direct response? Imagine sitting in an office wondering how consumers would react to new ads shown as storyboards developed by an advertising agency. Or perhaps consider whether the completed print ads should be placed in magazines for the next campaign. For that matter, if managers are wondering about any message to be delivered across any or multiple media, how or what evaluation should be implemented to ensure success? Many approaches toward effectiveness tend to measure consumer knowledge in terms of brand recall or recognition, advertising recall or recognition, and rational (Ç) Monkey Business Images/Shutterstock thoughts connected to the brand. One promising development involves researchers getting a better read on consumer emotions through a variety of methods.