General Mills used a panel of consumers to evaluate its Cheerios campaign featuring children who read the cereal box and try to persuade their parents to watch their cholesterol. These consumers judged the advertisements prior to the execution of the advertising campaign. This is an example of a(n)
A) pretest.
B) inquiry.
C) recognition test.
D) recall test.
E) posttest.

Question

Quizplus · Accepted Answer

The scenario describes a pretest, which is a form of market research in which a panel of consumers evaluates an advertising campaign before it is executed. Pretests are used to gauge the potential effectiveness of an advertisement and to make any necessary adjustments before launch.

General Mills Used a Panel of Consumers to Evaluate Its