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Testimonial

The Handbook series is a significant compendium of scales published in the most impacting marketing literature. I am a proud owner of the series and hope to be able to continue collecting the volumes in the years to come.
Dr. Emanuel Said
Lecturer in Marketing, University of Malta

advertising

The extent to which a person relates to the message in an ad and believes the ad provided information of interest is measured using four, seven-point items.

The scale is composed of four, seven-point items that measure how credible and authentic a particular advertisement is believed to be.

The extent of a person's negative beliefs regarding "advergames" made for children is measured with six Likert-type items.  (Advergames are custom-made for a good or service in order to entertain potential consumers as well as promote the brand.)

Four Likert-type items are used to measure the degree to which a parent holds positive beliefs about "advergames" made for children.  (Advergames are custom-made for a good or service in order to entertain potential consumers as well as promote the brand.)

A person's opinion about the accuracy and truthfulness of the ads for products that are placed within video games is measured with three, five-point Likert-type items.  As currently phrased, the statements are not specific to any particular game but rather, refer to in-game advertising in general.

Three, five-point Likert-type items are used to measure how much a person believes the product ads placed within video games are amusing and enjoyable.  As currently phrased, the statements are not specific to any particular game but rather, refer to in-game advertising in general.

The scale measures the extent to which a person believes the headline for an advertisement states something that is symbolic regarding a product but is not literally true.  Four, seven-point Likert-type items compose the scale.

To measure a person's global attitude toward advertising, the scale uses three, five-point Likert-type items.  The statements are not specific to any particular type of advertising, facet, or context but instead apply to advertising overall.

This three item, Likert-type scale measures how well a person believes the advertisement for a certain product is suited for that product. 

The extent to which a person, such as a viewer or consumer, believes that he/she is similar to the person who created a particular ad is measured using three, seven-point items.