In order to help Americans prepare for a terrorist attack,the U.S.Department of Homeland Security used a new $1.2 million advertising campaign involving both print and broadcast media.Prior to the development of the advertisements,the department conducted concept tests with small groups of eight to ten average U.S.citizens from New York City,Kansas City,Los Angeles and elsewhere who gave their opinions on what the ads should contain and how the message should be delivered.This is an example of:
A)post-testing through focus groups.
B)pretesting through mall intercepts.
C)field testing through the use of single-source data.
D)pretesting through focus groups.
E)the Delphi method of testing advertising effectiveness.

Question

Quizplus · Accepted Answer

The scenario described involves the use of focus groups to pretest the advertising campaign before it was launched, collecting feedback from groups of eight to ten Americans in different cities to shape the content and messaging of the ads. This is an example of pretesting through focus groups.

In Order to Help Americans Prepare for a Terrorist Attack,the