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Scale Reviews

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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 (Usefulness)

A person's attitude about the utility of information provided in an advertisement for a certain product is measured in this scale with five, seven-point Likert-type items.