Mike Stevens Wonders Whether the Creative Idea of Using the Character

question 49

Multiple Choice

Mike Stevens wonders whether the creative idea of using the character "Tom T. Turtle" as an image for marketing a new line of running shoes will be successful. He should suggest to his account representative that a(n) ____ be used to pretest the campaign.

• A) storyboard
• B) survey
• C) experiment
• D) GSR test
• E) consumer jury

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Definitions:

Clayton Alderfer

An American psychologist known for his expansion of Maslow's hierarchy of needs with the development of the ERG (Existence, Relatedness, Growth) theory.

Hierarchy of Needs

A psychological theory proposed by Abraham Maslow that depicts human motivations as a five-tier model of hierarchical needs, ranging from basic (physiological) to higher-order (self-actualization) needs.

Self-Actualization Need

The highest level in Maslow's hierarchy of needs, referring to the realization and fulfillment of one's talents and potentialities.

Personal Potential

The capacity of an individual to develop and achieve goals over time.