- (Advertising) the rational, informational content of an ad such as selling propositions or product information.
- When the commercial"s announcer says the soda has just one calorie, she is providing .
- (Research) the part of a message that is stored in the semantic memory system and can be tested with traditional verbal methods.
- The effectiveness of the commercial"s copy was easy to test using traditional methods because respondents can verbalize . It was the esthetic information that required more creative techniques such as Picture Sorts.
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