Eight, five-point items are used to measure the extent to which a person believes that standard measures that are primarily market-based are used to evaluate the job performance of advertising agency account planners. There were two versions of the scale, one to measure the way planners are currently being evaluated and another to measure the way they should be evaluated.
Four items with a seven-point response format are used to measure perceptions about the degree to which an advertising medium is able to target specified audiences efficiently. As used by King, Reid, and Morrison (1997), the scale was meant to be completed by respondents knowledgeable with media planning.
