To try to help Americans prepare for a terrorist attack,the U.S.Department of Homeland Security used a new $1.2 million advertising campaign involving both print and broadcast media.Prior to the development of the advertisements,the department conducted concept tests with small groups of eight to ten average U.S.citizens from New York City,Kansas City,Los Angeles and elsewhere who gave their opinions on what the ads should contain and how the message should be delivered.This is an example of:
A)post-testing through focus groups
B)pretesting through mall intercepts
C)field testing through the use of single-source data
D)pretesting through focus groups
E)the Delphi method of testing advertising effectiveness

Question

Quizplus · Accepted Answer

The department conducted concept tests with small groups of average U.S. citizens to gather their opinions on what the ads should contain and how the message should be delivered. This is an example of pretesting through focus groups. Therefore, option D is the correct answer. Option A, post-testing through focus groups, is incorrect because the department conducted concept tests before the ads were developed. Option B, pretesting through mall intercepts, is incorrect because there is no mention of conducting surveys at malls. Option C, field testing through the use of single-source data, is incorrect because there is no mention of testing the ads in the field or using single-source data. Option E, the Delphi method of testing advertising effectiveness, is incorrect because there is no mention of using this method for testing.

To Try to Help Americans Prepare for a Terrorist Attack,the