Scenario 7-5 The Solutions Group Is a Combination of Companies That Help

question 20

Multiple Choice

Scenario 7-5
The Solutions Group is a combination of companies that help clients better understand their target markets through creative research approaches.It has learned that many people have become quite adept at filtering out advertising messages and therefore do not respond to traditional research instruments such as surveys.The Solutions Group says that there must be a "research revolution" based on true dialogues with consumers, not one-way monologues often seen in traditional surveys.
-(Scenario 7-5) Solutions Group managers suggest that clients consider doing a resonance test when designing advertising, because this will help understand target consumers regarding their:

• A)recognition of the brand.
• B)potential purchase of the brand.
• C)emotional connection to the brand.
• D)attitude changes about the brand.

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Definitions:

Innovation

Something new that inspires social change (e.g., cellphones).

Diffusion

Occurs when cultural items or practices are transmitted from one group to another.

Discovery

Occurs when something previously unrecognized or understood is found to have social or cultural applications.

Symbolic Interactionists

sociologists who focus on the symbolic meanings that individuals ascribe to objects, events, and behaviors in social interactions.