The techniques used during _____,a category of IMC research,are portfolio tests,storyboard tests,consumer juries,matched samples,mechanical devices,and psychological rating scales.
A) advertising strategy research
B) message posttesting
C) message pretesting
D) media selection
E) creative concept research

Question

Quizplus · Accepted Answer

As Exhibit 7-2 shows, marketers use the different categories of research at different stages of campaign development. The techniques they use at each stage also vary considerably. The techniques used during message pretesting are portfolio tests, storyboard tests, consumer juries, matched samples, mechanical devices, and psychological rating scales.

The Techniques Used During _____,A Category of IMC Research,are Portfolio