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

---

Definitions:

Cognitive Perspective

A psychological approach that focuses on how we think, perceive, and solve problems, emphasizing mental processes.

Culture Emphasizes

The prioritization of certain values, beliefs, and practices by a society or group that shapes its members' behavior and perceptions.

Inconsistencies

Discrepancies or lack of alignment in information, actions, or beliefs that may lead to confusion or misunderstanding.

William Masters

A prominent American gynecologist and sexologist who, along with Virginia Johnson, pioneered research into the nature of human sexual response and the diagnosis and treatment of sexual disorders.