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As a researcher, it's important to use validated scales to ensure reliability and improve interpretation of research results. The Marketing Scales database provides an easy, unified source to find and reference scales, including information on reliability and validity.
Krista Holt
Creative Channel Services

advertising

Three, seven-point semantic differentials are used to measure whether the product featured in an ad is considered fresh and new or old and routine.

The extent to which a person relied on his/her emotions and intuition when evaluating an advertisement is measured using three, seven-point Likert-type items.

How interested and excited a person is when exposed to the image of a particular celebrity is measured with five, seven-point semantic differentials.  The emphasis is on how compelling the image is rather than its favorability. 

A person’s attitude about the appropriateness of sex being used in advertising, TV programs, and other media is measured with three items.

The scale has seven, seven-point Likert-type items that measure the degree to which a consumer is motivated to resist a specific object, such as an ad, that is believed to have been forced upon him/her.  The emphasis is on the impropriety of the object rather than how much it limits one’s decision-making freedom.

The degree to which a person has negative beliefs about advertising in general is measured with five, five-point Likert-type items.

The scale uses four, seven-point Likert-type items to measure the degree to which a person believes a particular advertisement is understandable and useful.

The scale has four, seven-point semantic differentials that are intended to measure the visual clarity and intensity of a particular advertisement.

This three item, seven point scale measures the extent to which a person had difficulty distinguishing product relevant information from background graphics in a particular advertisement. As written, the scale is most suited for a print ad.

How much change a person believes there to be in the market for a particular product category in terms of the products available, the promotion conducted, and consumer preferences is measured using four, seven-point items.