Use the Scenario Below to Answer the Following Questions

question 10

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 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 research
• D) message development
• E) evaluation research

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Definitions:

Cheating

The act of being dishonest or unfair in order to gain an advantage, especially in a learning or competition context.

Normative Conformity

It refers to the tendency of individuals to conform to the expectations of others to gain approval or avoid disapproval.

NFL Jersey

An officially licensed piece of apparel that represents a player or team in the National Football League, often worn by fans.

Baseball Cap

A type of soft cap with a rounded crown and a stiff bill projecting in front, commonly worn in casual settings.