A Marketing Firm Is Trying to Develop an Ad for One

question 85

Multiple Choice

A marketing firm is trying to develop an ad for one of its clients.It selects a group of people, shows them an unbranded visual that is under consideration for the ad, and asks them to create a story around it.A moderator or interviewer encourages participants to go beyond the literal and release some of the more elusive feelings and associations that the visual stirs up in their imagination.In this scenario, which of the following is being used by the marketing firm?

• A)Observation
• B)Projective technique
• C)Survey research
• D)Experimental research
• E)Ethnography

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