Use the Scenario Below to Answer the Following Questions

question 61

Multiple Choice

Use the scenario below to answer the following questions.
Mike works in the marketing department of a consumer packaged goods manufacturer. His primary responsibility is the marketing of a new brand of cereal that is targeted to women. The cereal includes extra calcium and soy to help women avoid osteoporosis, a disease that weakens bones later in life and primarily affects women. Much research was conducted before this product was developed, but more is necessary to develop a marketing communication campaign. Mike is working with an advertising agency to develop the marketing communication campaign.
-The advertising agency also analyzed all media that is relevant to the client's target market. Not surprisingly, they found that women they wanted to reach with the advertising were heavy readers of health-related magazines, such as Prevention and Health. However, they also found that these women were also heavy readers of shelter magazines, such as Better Homes and Gardens and House Beautiful. What kind of research did the agency conduct?

• A)concept testing
• B)consumer insight
• C)media
• D)message development
• E)evaluation research

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Definitions:

Profitability

A measure of how effectively a company uses its resources to generate profit, typically expressed as a percentage or ratio.

Current Ratio

A liquidity ratio measuring a company's ability to pay short-term obligations with its current assets.

Business Assets

Resources owned by a business that have economic value and can be used to generate income or provide future benefits.

Liabilities

Financial obligations or debts that a company owes to external parties, which need to be settled over time.