For the Volvo GLBT campaign described in the text, the company managers selected their top three choices from the group of proposed ad ideas. The ________ was run to assess the constructs of branding, communication, and persuasion.
A)pretesting
B)diagnostic
C)concept testing
D)flow of attention
E)alert test

Question

Quizplus · Accepted Answer

Concept testing is the evaluation of new product or campaign ideas before they are launched to the market. This involves selecting a group of people who are representatives of the target audience to assess the communication, branding, and persuasion constructs of the proposed ideas. The purpose is to identify concepts that are likely to succeed before they are introduced to the market. Therefore, the best choice in this scenario is Concept testing.

For the Volvo GLBT Campaign Described in the Text, the Company