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Question
Scenario 7-6Wood Carver Cabinet Makers recently developed a line of kitchen cabinets designed for new custom homes and kitchen remodeling jobs. The line of cabinets is to be called "Signature Hardwoods" and a new magazine advertising campaign is being tested. Each of the ads that is being tested has a photograph of a woodworker handcrafting some part of the cabinet. In addition, his or her signature is shown at the bottom of the page as an indicator that the cabinets are carefully hand made.
Wood Carver might consider testing the magazine ad by recruiting a group of potential consumers to take part in story construction. What would a story construction technique ask these respondents to do?
a. Provide a narrative about people depicted in a scene or picture
b. Write a story about how they would use the product
c. Fill in blanks in sentences that describe the ad
d. Think visually about how they would represent their experiences with a brand
Answer
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