The affective dimension of advertising research usually involves research into whether a consumer’s attitudes toward a particular product have changed because of exposure to an ad or a campaign. What a technique is not used to study the affective dimension?
a) Projective tests
b) Socio-psychological tests
c) Theater testing
d) Semantic differential scale
b
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Differentiate between a group and a small group.
What will be an ideal response?
In a speech on redwood trees, a speaker begins by discussing the roots, proceeds to the trunk, then the branches, and finally the leaves. Which organizational pattern is being used?
A. chronological B. cause-effect C. problem-solution D. spatial
_____________ are beliefs that guide your ideas about what is right or wrong, good or bad, just or unjust, and correct or incorrect
a. Attitudes b. Actions c. Values d. Morals e. Ethics
The strength of an opinion as supporting material rests on the
A) ethos of the person who holds it. B) factual support that verifies it. C) intelligence of the listener who accepts it. D) importance of the issue addressed by it. E) number of people who agree with it.