With reference to ad execution thoughts, advertisers are interested in consumers' reactions to an ad because:
A)the image of a company is directly proportional to the number of advertisements it produces annually.
B)they want to segregate the target audience according to their cognitive reactions toward an advertisement.
C)affective reactions are an important determinant of advertising effectiveness.
D)it enables organizations to create suitable counterarguments.
E)it helps organizations determine the direction of the integrated marketing communications process.

Question

Quizplus · Accepted Answer

Affective reactions, such as emotions and attitudes, play a crucial role in determining the effectiveness of an advertisement. Advertisers need to know how consumers respond to an ad so they can modify it and create more effective campaigns in the future. The other choices are incorrect because the number of advertisements produced annually is not directly related to a company's image, segregating the target audience by cognitive reactions is not a common practice, creating counterarguments is not necessarily the main objective of studying consumer reactions, and determining the direction of integrated marketing communications is a broader goal that goes beyond ad execution.

With Reference to Ad Execution Thoughts, Advertisers Are Interested in Consumers