EQ, Son of EQ, and the Reaction Profile

Are consumers' ratings of advertisements definitive enough to yield valid information about effectiveness? Or do such ratings register consumers' likes and dislikes, and nothing more? The author conducted a series of experiments on advertisement rating scales. He concludes that consumers' ratings can order advertisements along at least two, and perhaps three, different and important dimensions. He further indicates that results obtained from rating scales have a useful relationship to the results obtained from another well-known advertising-testing method, that of aided recall.