Tom is conducting research with the target audience to test the relative effectiveness of various message strategies and creative ideas for his client's automobile advertising. He is testing the Big Idea. What type of message development research is he conducting?
A)concept testing
B)coincidental survey
C)pretesting
D)diagnostics
E)tracking studies

Question

Quizplus · Accepted Answer

Concept testing is used to test various message strategies and creative ideas among the target audience, which is exactly what Tom is doing. The term "Big Idea" is often used to refer to the core message or concept behind an advertising campaign.

Tom Is Conducting Research with the Target Audience to Test