Mars,Inc. ,the makers of M&M's candy,was recently running television ads featuring the colorful nature of its candy with the tagline,"Chocolate is better in color." What type of research would be used to evaluate these commercials as the campaign is running?
A)development research
B)tracking study
C)post-testing research
D)concept testing
E)semiotic testing

Question

Quizplus · Accepted Answer

A tracking study would be used to evaluate the effectiveness of the commercials as the campaign is running, by continually measuring consumer attitudes and behaviors towards the brand and the advertising. This would provide insight into whether the ads are resonating with the target audience and if they are driving sales for the company.

Mars,Inc ,The Makers of M&M's Candy,was Recently Running Television Ads