Scenario 7-4
You are the director of advertising research at a large Minneapolis ad agency. Due to employee turnover and budget cuts, you're currently staffed with too many entry-level research assistants and too few management-level research group leaders. To make matters worse, one of the group heads is on vacation and another is out sick. Of course, your clients still expect their research to be done in a timely, professional manner. Therefore, you have gathered your department together and announced that your door is always open if anyone has any questions about any phase of any project. As a result, your entire day has been filled with questions.
-(Scenario 7-4)One research assistant is drafting a proposal for a research project.The client's primary objective is to find out whether the new ad rings true with consumers,or whether they feel the way the ad wants them to feel.The employee wants to know what test would specifically explore this aspect of the ad.You reply that _____ would be best.

Question

Scenario 7-4
You are the director of advertising research at a large Minneapolis ad agency. Due to employee turnover and budget cuts, you're currently staffed with too many entry-level research assistants and too few management-level research group leaders. To make matters worse, one of the group heads is on vacation and another is out sick. Of course, your clients still expect their research to be done in a timely, professional manner. Therefore, you have gathered your department together and announced that your door is always open if anyone has any questions about any phase of any project. As a result, your entire day has been filled with questions.
-(Scenario 7-4)One research assistant is drafting a proposal for a research project.The client's primary objective is to find out whether the new ad rings true with consumers,or whether they feel the way the ad wants them to feel.The employee wants to know what test would specifically explore this aspect of the ad.You reply that _____ would be best.

Quizplus · Accepted Answer

Resonance testing is a type of research that is used to measure whether an ad or message evokes the intended emotional response from the target audience. It is used to determine whether an ad is successful in creating the desired feelings, attitudes or beliefs in consumers. Therefore, resonance testing would be the best choice in this case, as the client wants to find out whether the new ad rings true with consumers or whether they feel the way the ad wants them to feel.

Scenario 7-4 You Are the Director of Advertising Research at a Large