Flashcard (Front and Back)

Front (Question)

Discuss how research helps advertisers select advertising messages

Back (Answer)

Companies hope to find promising advertising messages by studying consumers' likes and dislikes in relation to brands and products.

Working with several research companies and its ad agency, a company conducts a series of qualitative consumer attitude studies to figure out how consumers feel about their product(s), with the hope of discovering possible advertising themes.

From this information, the agency uses concept testing to determine which message might prove most successful.

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