Consider the Following Two Situations

question 19

Multiple Choice

Consider the following two situations:
I.Your ad agency is in the initial stages of developing an advertising campaign and has
Developed several concepts that might be used for the advertising.The creative team
Wants to better understand the target audience's views of each concept's strengths and
Weaknesses.
II.Your ad agency has just finished filming two commercials and wants to determine which
Commercial to select and then actually air on television.
Which of the following best describes these situations?

• A)Only I is appropriate for focus groups
• B)Only II is appropriate for focus groups
• C)Both I and II are appropriate for focus groups
• D)Neither I nor II is appropriate for focus groups

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Definitions:

Personality Structure

The organized pattern of behaviors and attitudes that makes a person distinctive, encompassing traits, temperament, and character.

Freud

Sigmund Freud, an Austrian neurologist and the founder of psychoanalysis, a method for treating psychopathology through dialogue between a patient and a psychoanalyst.

Ego

A component of Sigmund Freud's psychoanalytic theory, representing the rational part of the psyche that mediates between the desires of the id and the morals of the superego.

Latin

An ancient Italic language of the Roman Empire, used historically in scholarship and as a liturgical language of the Catholic Church.