Before beginning an advertising campaign for its new Snickers Charged candy bar, the Mars Company had to determine if the product's 60 milligrams of caffeine would lead to initial purchases and brand loyalty. Before developing the creative strategy and the media strategy for the new candy bar, Mars most likely had to conduct research on:

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Before beginning an advertising campaign, Mars would most likely conduct research on the product concept to determine if the snack bar's 60 milligrams of caffeine will lead to initial purchases and brand loyalty. Product research can help inform the creative and media strategies later on. Research on media selection, promotion methods, messaging formats, and message elements would come later in the campaign development process.

Before Beginning an Advertising Campaign for Its New Snickers Charged