Measures of _____ are used when an advertiser's objective is to influence consumers' attitudes toward and preference for the advertised brand.
A) awareness
B) knowledge
C) persuasion
D) loyalty
E) involvement

Question

Quizplus · Accepted Answer

Measures of persuasion are used to gauge the effectiveness of advertising campaigns in terms of changing consumers' attitudes and preferences towards the advertised brand. This can involve measuring the impact of specific advertising messages or overall campaigns on consumer perception, beliefs, and intentions. Other measures, such as awareness and knowledge, may also be important for building brand recognition and understanding, but they are not necessarily directly linked to persuasion. Loyalty and involvement are indicators of longer-term engagement with a brand, rather than immediate changes in consumer attitudes.

Measures of _____ Are Used When an Advertiser's Objective Is