Watch Was a Teen Publication Given Out Free to High

question 195

Multiple Choice

Watch was a teen publication given out free to high school students,but the publication was unable to deliver the response rates to coupons or sample offers that its advertisers expected.After defining the marketing problem,its publisher developed a research plan,gathered information from teen focus groups,analyzed the findings,and replaced Watch magazine with Fuel for boys and Verve for girls.How would a marketer judge the publisher's actions?

• A)Why fix something that is not broken? The magazine was still attracting some advertisers.
• B)It made a big deal out of a small decline-a few copy changes would have been enough.
• C)The approach it took was too complicated and costly to provide an effective solution to the problem.
• D)It took a systematic approach to analyzing the problem and responded to its advertisers' concerns.
• E)This publisher used an approach that works for corporations but will just waste time for a small publisher.

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Definitions:

Projection

A defense mechanism in psychology where individuals attribute their own thoughts, feelings, or attributes to someone else.

Perceptual Defence

A psychological concept where an individual subconsciously resists recognizing or accepting information that conflicts with their personal beliefs or expectations.

Implicit Personality Theory

The assumptions or biases that people naturally make about the characteristics and traits of others based on limited observations.

Primacy

The principle that items or information presented first in a list or sequence are more likely to be remembered or given importance.