One Method of Understanding How Well the Advertising Message Is

question 96

Multiple Choice

One method of understanding how well the advertising message is being heard in the real world is the "consumer insights" approach, which operates on the premise that

• A)meanings are more important than attitudes.
• B)community defines quality.
• C)social class determines consumer behavior.
• D)culture underlies the art of advertising.

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Definitions:

Test Marketing

Introduces a new product or service to a limited geographic area (usually a few cities) prior to a national launch.

Modify Existing Products

The process of making alterations or improvements to current products to meet new requirements or take advantage of new market opportunities.

New-to-the-world Products

Innovations that create an entirely new market by being the first of their kind.

Late Majority

The last group of buyers to enter a new product market; when they do, the product has achieved its full market potential.