MINI-CASE
Kraft markets several consumer packaged goods products as well as appliances, such as coffeemakers, and wants to get a better understanding of its target market and how competing products are advertised. Their agency of record has conducted extensive research for them as well as purchased information from research suppliers. They are also conducting background research as well as using some imaginative qualitative methods to better understand Kraft's target market.
-Refer to Mini-Case. If Kraft wants to understand the deeper meanings consumers derive from their competitors' advertising, what type of research do you suggest and why?

Question

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The Answer of MINI-CASE
Kraft markets several consumer packaged goods products as well as appliances, such as coffeemakers, and wants to get a better understanding of its target market and how competing products are advertised. Their agency of record has conducted extensive research for them as well as purchased information from research suppliers. They are also conducting background research as well as using some imaginative qualitative methods to better understand Kraft's target market.
-Refer to Mini-Case. If Kraft wants to understand the deeper meanings consumers derive from their competitors' advertising, what type of research do you suggest and why?

MINI-CASE Kraft Markets Several Consumer Packaged Goods Products as Well as as Appliances