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
A) the product concept.
B) media selection.
C) promotion methods.
D) messaging formats.
E) the message element.

Question

Quizplus · Accepted Answer

Before developing the advertising strategy, Mars would likely want to conduct research on the product concept, including the impact of the caffeine content on consumer behavior. This will help determine if the product is likely to be successful and inform the creative and media strategies. Research on media selection, promotion methods, messaging formats, and message elements may come later in the process.

Before Beginning an Advertising Campaign for Its New Snickers Charged