In Order to Help Americans Prepare for a Terrorist Attack,the

question 15

Multiple Choice

In order to help Americans prepare for a terrorist attack,the U.S.Department of Homeland Security used a new $1.2 million advertising campaign involving both print and broadcast media.Prior to the development of the advertisements,the department conducted concept tests with small groups of eight to ten average U.S.citizens from New York City,Kansas City,Los Angeles and elsewhere who gave their opinions on what the ads should contain and how the message should be delivered.This is an example of:

• A)post-testing through focus groups.
• B)pretesting through mall intercepts.
• C)field testing through the use of single-source data.
• D)pretesting through focus groups.
• E)the Delphi method of testing advertising effectiveness.

---

Definitions:

Implicit Knowledge

Knowledge that is acquired and applied without conscious awareness, often in the form of skills or learned behaviors.

Adapting Technologies

The process of modifying existing technologies or adopting new ones to better suit the changing needs and objectives of a business or society.

Certainty

The state of being completely confident or having no doubt about something.

Car Rental

A service industry that provides temporary vehicles for use by customers, typically on a short-term basis.