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MD_11F_4040_W10_1027_Copy_Testing_and_Campaign_Evaluation

MD_11F_4040_W10_1027_Copy_Testing_and_Campaign_Evaluation -...

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TEST MARKET,  COPY TESTING  AND   CAMPAIGN EVALUATION Presented by: Cydney Palmer 10/27/2011 Copyright  ©  2011  Cydney Palmer
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TEST MARKET
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TEST MARKET Defined: A test market serves to evaluate  _____________, as well as elements of a campaign or  a media mix. Generally conducted in ___ or more markets (with  additional control markets) Some cities are excellent test markets because their  __________ and ____________ profiles are  representative of the U.S. or a particular target. Examples: Buffalo, Indianapolis, San Antonio 3
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TEST MARKET Market Testing ( _______ ad campaign) To examine the viability and potential  profitability To help planners  decisions To avoid making costly errors   To support planners  judgment     To test alternative media, creative, and  marketing strategies 3
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TEST MARKET:  __________________   Kinds of markets to include Representative of…TA, U.S. population, etc.     Advertising media weight, price level, store  promotion, trial and repeat buying rates,  creative approaches, package sizes, brand  awareness, attitude,… 5
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