(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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