Author Question: Seasonal stocks are not influenced by a. EOQ. b. weather. c. transportation. d. ... (Read 61 times)

fasfsadfdsfa · **on:** Jun 28, 2018

Seasonal stocks are not influenced by
a. EOQ.
b. weather.
c. transportation.
d. holidays.

Question 2

James is running ad concept testing on a new product for Apple, the iScreentouch. The iScreentouch is similar to the iPad, but it has additional features. James wants to make an ad that shows as many features as possible. Explain the basic steps James should take before launching his ad and why.

olivia_paige29 · **Reply #1 on:** Jun 28, 2018

Answer to Question 1

a

Answer to Question 2

James should conduct concept testing and copy testing.
Ad concept testing is usually conducted in a focus group setting. Focus group facilities recruit eight to 10 consumers who may be screened on criteria such as relevance to the target segment or usage in the product category but who are otherwise selected randomly. The ideas underlying the ad are explained, and illustrative props show the basic idea of the ad. After three or four focus groups concur that the ad agency is heading in a good direction, the ads are further developed and copy testing begins.
Copy testing is usually conducted via surveys. Larger random samples of consumers are recruited by advertising researchers to watch a supposed pilot TV series with ads. After 30 minutes, the attendees fill out dozens of pages of questionnaires asking about the TV show, the ads, their buying habits, and the like. Increasingly, copy testing is done online, with invites sent over email, requesting participants to go to a website to view the materials and answer the questions.