Final answer:
The criterion not used to evaluate advertising appeals is extravagant claims, as believable, exclusive, and desirable elements are preferred for credibility and effectiveness. The correct answer is option c. Extravagant claims.
Step-by-step explanation:
The criterion that is NOT used to evaluate an advertising appeal is c. Extravagant claims. When evaluating advertising appeals, marketers look for appeals that are believable, exclusive, and desirable. Extravagant claims, however, are not a valid criterion because they can cause consumers to question the credibility of the advertisement.
Claims made in ads should be credible and defensible, otherwise, they might be misleading, which can lead to legal issues and a loss of consumer trust.
By evaluating an ad's believability, advertisers ensure that consumers find the claims made in the ad to be true and possible. Exclusiveness refers to the uniqueness of the offer, indicating that the product or service is not available everywhere. Desirability is about how much the consumer wants or needs the product, which directly influences the effectiveness of the ad.