Use the Scenario Below to Answer the Following Questions

question 68

Multiple Choice

Use the scenario below to answer the following questions.
Mike works in the marketing department of a consumer package 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 initial research Mike conducted was used to identify women who are in the market for cereals with these benefits in terms of their characteristics,attitudes,interests,and motivation.What type of research did Mike conduct?

• A) brand experience research
• B) consumer insight research
• C) marketing communication research
• D) message development research
• E) evaluation research

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Definitions:

Contract Law

A branch of legal studies focusing on the creation, interpretation, and enforcement of agreements between parties with mutual obligations.

Intellectual Property

Legal rights that result from intellectual activity in the industrial, scientific, literary, or artistic fields.

Unequivocal

Leaving no doubt; clear, unambiguous, and without any possibility of misunderstanding.

Acceptance

The act of agreeing to receive or undertake something offered.