Use the scenario below to answer the following questions.
Mike works in the marketing department of a consumer packaged goods manufacturer. His primary responsibility is the marketing of a new brand of cereal that is targeted to women. The cereal includes extra calcium and soy to help women avoid osteoporosis, a disease that weakens bones later in life and primarily affects women. Much research was conducted before this product was developed, but more is necessary to develop a marketing communication campaign. Mike is working with an advertising agency to develop the marketing communication campaign.
-The advertising agency team members used research to help develop the message strategy. They conducted in-depth interviews with several women who were representative of the client's target market and asked them to evaluate the relative power of various creative ideas. This type of research is known as ________.

Question

Quizplus · Accepted Answer

The type of research conducted by the advertising agency team members is concept testing, which involves gathering feedback from potential consumers on various creative ideas. This helps in developing an effective marketing communication campaign for the product. Aided recognition, semiotic analysis, and copy testing are not relevant to the given scenario. Consumer insight research is a broader term and may include various types of research, including concept testing.

Use the Scenario Below to Answer the Following Questions