Refer to the Following Scenario to Answer the Questions Below

question 79

Essay

Refer to the following scenario to answer the questions below.
Kraft markets several consumer packaged goods products as well as appliances, such as coffeemakers, and wants to get a better understanding of its target market and how competing products are advertised. Kraft's agency of record has conducted extensive research for them as well as purchased information from research suppliers. The agency is also conducting background research as well as using some imaginative qualitative methods to better understand Kraft's target market.
-One research study used the Zaltman Metaphor Elicitation Technique (ZMET)for the Kraft boxed macaroni and cheese product.Kraft learned that its brand of boxed macaroni and cheese generated feelings of fun and love,not just feelings of nutrition and fulfillment.Explain how Kraft,using this technique,uncovered this information.

---

Definitions:

Political Attitudes

The views and opinions people hold about politics, policy, and the roles of governments and institutions in society.

Transfer

The act of moving or reassigning someone or something from one position, place, or jurisdiction to another.

Social Welfare

Organized efforts and policies aimed at providing assistance and support to individuals and families in need.

Civil Liberties

Fundamental rights and freedoms protected by law from governmental interference, including freedom of speech and religion.