COM 215 Terms 393

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Marketing

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Nov 24, 2024

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95 . Mike Stevens wonders whether the creative idea of using the character "Tom T. Turtle" as an image for marketing a new line of running shoes will be successful. He should suggest to his account representative that a(n) _____ be used to pretest the campaign . a. storyboard b. survey c. experiment d. GSR test e. consumer jury e. consumer jury 96 . A consumer jury is a : a. group of consumers who have purchased the product before they evaluate its effectiveness . b. panel of potential buyers of the advertised product brought together to pretest an advertising message . c. panel of buyers who review and evaluate an advertising message after it has been circulated in certain regions . d. group of consumers who determine whether or not consumers have been treated fairly by companies . e. marketing research firm which ranks the effectiveness of advertisements . b. panel of potential buyers of the advertised product brought together to pretest an advertising message . 97 . General Mills used a panel of consumers to evaluate its Cheerios campaign featuring children who read the cereal box and try to persuade their parents to watch their cholesterol. These consumers judged the advertisements prior to the execution of the advertising campaign. This is an example of a(n ._____ ( a. pretest

b. inquiry c. recognition test d. recall test e. posttest a. pretest 98 . Matt was in a group considered to be actual or potential purchasers of a new mountain bike produced by Specialized Sports. He and the other consumers were shown three different advertisements and asked to judge several dimensions of each one. Matt was part of a(n ._____ ( a. posttest consumer group b. panel of advertising experts c. consumer jury d. customer ad panel e. ad preview group c. consumer jury

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