Refer to the Passage Below to Answer the Questions That

question 14

Multiple Choice

Refer to the passage below to answer the questions that follow.
You are having dinner with your former college roommate, who is a neurosurgeon. You are an account planner at an advertising agency, and you do a lot of ad testing. You're trying to get him to help you with some neurological tests to determine the effectiveness of some of your clients' ads, especially those that attempt to evoke strong emotional responses. He asks you, "If advertising is done to sell a product, why don't you just measure sales to determine the effectiveness of an ad?" You try to explain to him that it is not that simple, and you tell him about all the types of research you conduct at various stages of a campaign.
-Which of the following is NOT a main communication effect that is assessed in various types of advertising research?

• A)persuasion
• B)opinion
• C)cognition
• D)perception
• E)emotion

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Definitions:

Solve

To find an answer to, explanation for, or means of effectively dealing with a problem or question.

Detailed

Characterized by the provision of comprehensive and thorough information or descriptions.

Objective Study

An investigation or analysis conducted in an impartial and unbiased manner, focusing on factual evidence.

Snapshot Case Study

A case study approach that provides a detailed examination of a subject or phenomenon at a specific point in time.