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