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Question
Roger is looking to evaluate the effectiveness of an M&Ms contest on Instagram for the Mars Corporation. He had a strong call-to-action statement that drove audiences on Instagram to a microsite where they could win various prizes. What is Roger trying to evaluate?
A. He is trying to evaluate the effectiveness of the Red M&M character in the post.
B. He is trying to evaluate the attitudinal outcomes of audience members to the M&Ms post.
C. He is trying to evaluate the conative outcomes of the audience members to the M&Ms post.
D. He is trying to measure the influence of who is driving the traffic to this post for M&Ms.
Answer
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