Attitude Toward the Ad (Usefulness)

What it measures

A five-item scale measuring the degree to which an advertisement is perceived to deliver useful, relevant, and practically valuable information about the advertised product. Items assess believability of the ad's claims, relevance of the information presented, effectiveness at communicating product benefits and brand image, and the practical utility of the information for consumers. The scale captures the informational value dimension of ad evaluation, distinct from the creative or aesthetic novelty dimension measured by its companion scale.

Representative items

• This ad provides relevant information.
• This ad does a good job of presenting the product's benefits.
• This ad provides practical information.

Citation

Sheinin, Daniel A., Sajeev Varki, and Christy Ashley (2011). The differential effect of ad novelty and message usefulness on brand judgments. Journal of Advertising, 40(3), 5–17.