Wrangler Developed Several Different Proposed Advertisements

question 1

Multiple Choice

Wrangler developed several different proposed advertisements. They then used marketing research to test consumers' preferences for the different promotional messages expressed in the various ads. This is an example of which use of marketing research?

• A) identify market opportunities and problems
• B) generate, define, and evaluate potential marketing actions
• C) monitor marketing performance
• D) improve marketing as a process

---

Definitions:

Negative Reinforcement

A behavior modification method that involves the removal of an unpleasant stimulus to increase the likelihood of a desired behavior.

Cumulative Record

A continuous record that shows the total number of times a response occurs in a given time period.

Steep Slope

A surface of which one end or side is at a much higher level than another, making an angle with the horizontal surface that is more pronounced.

Reinforcement Contingencies

Conditions in which the delivery of rewards or punishments are contingent upon a specific behavior, used to increase or decrease the likelihood of that behavior's occurrence.