Testing Casc Scale for Measuring Emotional and Rational Advertising and Media Effects

Researching effects of media and advertising demands a search for a cost efficient, quick and verified method of testing the its emotional as well as rational effects on consumers. Thus a CASC (Communication Analytic and Syncretic Cognitions) scale was developed to meassure advertising effects and was selected for testing. In an extended research presented in this paper and based on 988 respondents evaluating 15 different ads we provided evidence that verify this scale on four different groups of ad motives. In addition we have tested individual ads and their complience with the suggested motives based on the theory and the four separate components (rational component, primary emotions, pro-social emotions and individualistic emotions). The findings confirm that CASC scale is able to detect differences between different motives and is thus an effective tool for measuring advertising effects.