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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

Attitude Toward the Ad (Non-Claim)

Eight, five-point items are used to evaluate the executional (nonclaim) portion of an advertisement. The phrases appear to focus on the way a message was presented rather than the strength of its arguments.