产品推出过程中涉及到得市场研究.pptVIP

* * * * 12 18 * * 29 6 7 8 8 * 43 * * * * * * * * * Can this be verbal, rather than written into the presentation? “You will hear”: ‘It kills the creative process’ ‘It is too slow to give you actionable results’ ‘It is out of touch with how advertising really works’ Pre- testing is only worth it for huge budget advertising Pre- testing doesn’t tell you how to improve your advertising * * * * * * * * * Again we see a typical Brand Vision chart. You’ll notice the key measures shown, which allow you to immediately check on the most important areas of these basic questions. You will also noticed underneath the media data that we will alter model to show the impact of each of the different campaigns. Putting these on the same chart, makes you easy for you to see the impact each campaign has, whether the Television, print, posters or other communications. * * * * * * * * * * * * * 2 * * * * * * * * * * * * remember, product tests are correlated with repurchase. But a big factor for predicting volume would be the number of people who would try your product in the first place. The bigger your trial base, the bigger the impact of good repurchase scores. * remember, product tests are correlated with repurchase. But a big factor for predicting volume would be the number of people who would try your product in the first place. The bigger your trial base, the bigger the impact of good repurchase scores. * perhaps the best example here would be Whisper. All product tests/technical tests show that Whisper is a superior product vs. competition. But launching it with at least 100% premium for a 10-20s pack count was the reason why the brand bled until last year when we got the sense to have singles/reduced premium strategy. * examples: VICKs inhaler Whisper dispensers in SM Whisper RPW  Tide plastic/refill canister Zesto doypack * Best example: Safeguard: technical testing shows no noticeable performance  advantage but advertising/media on superior skin germ protec