Mars, Inc, the Makers of M&M's Candy, Was Recently Running Television

question 11

Multiple Choice

Mars, Inc., the makers of M&M's candy, was recently running television ads featuring the colorful nature of its candy with the tagline, "Chocolate is better in color." What type of research is used to evaluate these commercials right now, that is, monitoring the way the campaign is unfolding and how the message is working?

• A)development research
• B)concurrent research
• C)post-testing research
• D)concept testing
• E)inquiry test

---

Definitions:

Actively Rehearsed

The conscious and intentional practice or repetition of information, skills, or activities to improve or maintain proficiency.

Processed Unconsciously

Pertaining to cognitive operations that occur without conscious awareness or control.

Undesirable Actions

Actions or behaviors that are considered unwanted or negative by society or the individual committing them, often due to their consequences.

Desirable Actions

Behaviors or activities viewed favorably or valued highly by a society or individual, often associated with positive outcomes.