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Scale Reviews

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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

Ad Attribute Importance (Artistic Originality)

The importance a person places on artistry and creativity in judging the quality of an advertisement is measured in this scale using four, five-point uni-polar items.