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Testimonial

I have relied on the Marketing Scales Handbooks over several years in academic and industry roles and look forward to using the newest edition. A seven on a seven-point satisfaction scale!
Tom Prinsen, Ph.D.
Global Manager Market Intelligence, Biomet Orthope

Attitude Toward In-Game Advertising (General)

Using three, five-point Likert-type items, the scale measures the degree to which a person has a positive opinion of product ads placed within video games.  As currently phrased, the statements are not specific to any particular game or facet of the advertising but apply to in-game advertising in general.