McDonald's has developed a campaign to highlight their healthier menu items, such as the 290-calorie Egg McMuffin. In order to determine whether the target audience accepts that McDonald's does offer healthy food choices, according to the information processing model, which type of research/test should McDonald's employ?
A) Message recall tests
B) Listener, reader, viewer recognition tests
C) Changes in inventory levels
D) Measurement of brand attitudes and purchase intent

Question

Quizplus · Accepted Answer

Measurement of brand attitudes and purchase intent is the most direct way to assess whether the target audience's perceptions of McDonald's as offering healthy food choices have changed as a result of the campaign. This approach evaluates the effectiveness of the campaign in altering attitudes towards the brand and intentions to purchase, which are central to the campaign's goals.

McDonald's Has Developed a Campaign to Highlight Their Healthier Menu