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Five, seven-point items measure the degree to which an advertisement caused a person to think of happy events in his/her own life.
Six, seven-point Likert-type items are used to measure how well organized and easy to understand an ad is which a person has seen.
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 has five, seven-point Likert-type items that measure the degree to which a person believes a particular advertisement contains elements that are novel or unusual and yet artistically arranged.
Using three, six-point Likert-type items, the scale measures a person’s familiarity and proficiency with the language used in a particular advertisement.
Four, seven-point Likert-type items are used to measure the degree to which a person believes a particular advertisement addressed concerns about a product that was important to him/her.
With three, seven-point Likert-type items, the scale measures not only the degree to which a person considers a particular advertisement to be interesting but that he/she was involved in it.
Three, seven-point semantic differentials are used to measure whether the product featured in an ad is considered fresh and new or old and routine.
The extent to which a person relied on his/her emotions and intuition when evaluating an advertisement is measured using three, seven-point Likert-type items.
How interested and excited a person is when exposed to the image of a particular celebrity is measured with five, seven-point semantic differentials. The emphasis is on how compelling the image is rather than its favorability.
