Question

Richard participated in a study conducted by an advertising agency. During his interview, he was asked to gauge the services provided by a regional airline on the basis of his experiences and what others had told him. The interviewer asked Richard specific questions about the food, the seating arrangements, the ease with which he entered and exited the plane, and the service provided by the flight attendants. The advertising agency used the research data to develop the creative strategy. In this scenario, Richard provided the agency with:
a. product-specific preplanning inputs.
b. switch marketing inputs.
c. secondary internal data.
d. secondary external data.
e. buzz marketing research.

Answer 1

Answer:

The correct answer is letter "A": product-specific preplanning inputs.

Explanation:

Product-specific preplanning input is a series of efforts carried out by advertisements agencies to collect information about industry competitors, work processes, and consumers patterns and preferences on determined products that will allow them to create a strategy to merchandise a new good or service in the market.

Product-specific preplanning input makes use of focus group interviews and demographic and psychographic segmentation as feeds to create marketing strategies.