Problem
i. Explain the rationale and importance of ad message research.
ii. Discuss the different stages of ad message research.
iii. Describe the various research techniques used to measure consumers' recognition and recall of advertising messages.
iv. Explain and illustrate measures of emotional reactions to advertisements.
v. Explain the role of persuasion measurement, including pre- and post-testing of consumer preference.
vi. Define the meaning and operation of single-source measures of advertising effectiveness.