Which of the following metrics is NOT typically used to evaluate advertising effectiveness?

Market capitalization is not typically used to evaluate advertising effectiveness because it refers to the total market value of a company's outstanding shares of stock. This financial metric provides insight into the overall size and investment potential of a company but does not directly assess the impact of advertising efforts on consumer response or behavior.

In contrast, return on investment (ROI) measures the financial return generated from advertising expenditures, offering a clear view of profitability relative to costs. Click-through rates indicate how effectively an advertisement drives traffic to a website, reflecting immediate engagement. Brand recall studies assess how well consumers remember a brand after exposure to advertising, providing insights into brand awareness and advertising impact. Together, these metrics closely relate to advertising performance and consumer interaction, while market capitalization primarily serves as a broader financial indicator.