Tom Is Conducting Research with the Target Audience to Test

question 17

Multiple Choice

Tom is conducting research with the target audience to test the relative effectiveness of various message strategies and creative ideas for his client's automobile advertising. He is testing the Big Idea. What type of message development research is he conducting?

• A)concept testing
• B)coincidental survey
• C)pretesting
• D)diagnostics
• E)tracking studies

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Definitions:

Annual Dividend

A payment made by a corporation to its shareholders, usually as a distribution of profits on a per-share basis each year.

Dividend Growth Model

A model that estimates the value of a company's stock based on its expected future dividends and their growth rate.

Market Rate

The market rate, often referred to as the going rate, is the standard or average interest rate, wage, or price charged or paid for a specific good, service, or asset in a specific market.

Equity Securities

Financial instruments that represent ownership interest in a company or corporation, such as common stock.