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Testimonial

The Marketing Scales Handbook is indispensible in identifying how constructs have been measured and the support for a measure's validity and reliability. I have used it since the beginning as a resource in my doctoral seminar and as an aid to my own research. An electronic version will make it even more accessible to researchers in Marketing and affiliated fields.
Dr. Terry Childers
Iowa State University

targeting

With three, seven-point Likert-type items, the scale measures the degree to which a person believes that a particular advertisement has been aimed at him/her due to some behavior or characteristic inferred by the advertiser.

The scale uses four statements to measure whether a person believes that an ad was deliberately personalized for his/her situation.  To be clear, the scale does not measure if someone liked/disliked the personalization but rather if some degree of personalization was noted in the ad.

Seven, seven-point Likert-type items measure a person’s belief about how favorably “other people” would think a group of people were portrayed in an ad.

A person's belief that an advertiser created a particular ad and aimed it at people like him/her is measured with three items.

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.