Suppose that you work for an advertising agency and are brought into a meeting where everyone is asked to generate ideas for names for a new beach resort. You are engaged in __________, a form of new idea generation.

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BlackTom AI · Accepted Answer

In this scenario, you’re asked to generate ideas for names for a new beach resort in a meeting, which is a classic setup for a particular creative technique.
Option 1: brainstorming. This option correctly identifies the process of generating many ideas in a group setting without criticism, aimed at divergent thinking to produce a wide range of potential names. It matches the described activity and purpose in advertising and branding contexts.
Option 2: R&D. Research and Development typically involves systematic work to develop new products or processes, often with experimental design and technical validation, rather than the free-form idea generation for naming a project.
Option 3: consumer research. This field focuses on gathering data about consumers’ preferences, behaviors, and attitudes, usually to inform product development or marketing strategy, not primarily a freewheeling ideation session for creative naming.
Option 4: geodemographic analysis. This method segments markets based on geographic and demographic variables to tailor messages or product offerings, but it does not describe the act of generating new ideas in a group brainstorm.
Option 5: licensing technology. Licensing technology involves acquiring rights to use someone else’s technology, which is unrelated to the creative process of generating brand names in a collaborative meeting.
Thus, the option that best fits a form of new idea generation for naming a beach resort is the one that centers on spontaneous, quantity-driven idea production without judgment during a group session.

PRINCIPLES OF MARKETING MKT 3100-11 (92759) Exam 2 - Ch. 8, 9, 10, 11, and 12

Suppose that you work for an advertising agency and are brought into a meeting where everyone is asked to generate ideas for names for a new beach resort. You are engaged in __________, a form of new idea generation.

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Brainstorming is best conducted when participants are asked to:

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Question at position 3 At the beginning of brainstorming, the team should jot down every idea, no matter it is good or bad.truefalse

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Brainstorming requires that no idea be criticized until all ideas have been expressed.

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