Before beginning its advertising campaign,for its new Snickers Charged,the Mars Company had to determine if the product's 60 milligrams of caffeine would lead to initial purchase and eventual brand loyalty.In other words,before developing a creative and a media strategy for the new candy bar,Mars had to conduct research on:

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Product Concept: Advertisers need to know how consumers perceive their brands.They also want to know what qualities lead to initial purchases and,eventually,to brand loyalty.Using this information,they try to establish a unique product concept for their brand-that bundle of values that encompasses both utilitarian and symbolic benefits to the consumer.

Before Beginning Its Advertising Campaign,for Its New Snickers Charged,the Mars