Question

Before beginning its advertising campaign, for its new Snickers Charged, the Mars Company had to determine if the product's 60 milligrams of caffeine would lead to initial purchase and eventual brand loyalty. In other words, before developing a creative and a media strategy for the new candy bar, Mars had to conduct research on:

A. product concept.
B. media selection.
C. the advertising budget.
D. message format.

Answer 1

Answer: Product concept

Explanation: In simple words, product concept refers to the phenomenon under which the organisation willing to make a product tries to identify all the dynamics of that product category so that they can show the best qualities of it.

In the given case, Mars company was willing to determine several characteristics so that the brand can have a strong base when it is offered to the market.

Hence from the above we can conclude that they conducted research on product concept.