Term
| three reasons to test and experiment |
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Definition
- to help planner make decisions
- to avoid making costly errors
- to provide abroad array of experiment based data on which stratagy will work. primary research in adverting is usually test or experiments
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Term
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Definition
- both invovle field study
- test
- is a simple piece of research in which one measures a variable or treatment introduced into a market to see what effect it has, most offten it is tested in at least two; each market is given a different treatment. simplicity, not much care is gone into it when selecting markets or other affects that could affect the out come of the test.
- Experiment
- great care is given to make sure markets are equivalent. usually same treatment is given to two or more test markets, and usually two or more treatments are used. treatments are random statistcs are used for analysis of data.
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Term
| Experiments Advantages/ disadvantages |
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Definition
- provides objectivty
- its statistical which makes it more vaild than personal judgment.
- statistical data may over look common sense
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Term
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Definition
- this is a reseach method
- a computer simulation of marketplace activity
- expencive and subject to errors
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Term
| test marketing reseach design |
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Definition
- Control market: does not recive any special treatment. must be simular to test market.
- Randomized Design: subjects are grouped together into blocks, prevents situations in which outcome is affcted by subjects.
- Latin Square Design;
- an advance block design.
- each group has only one source of change only one variable per cell
- Factorial design; based on a factor as an independent variable.
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Term
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Definition
- Complete media Plan
- testing a national plan on a small scale
- alternative spending levels
- determans how much should be spent on media
- alternative schedules
- determines if fligthing, pulsing, or continuinty plan shoud be use
- alternative media mixs
- test different media mixs; high tv low mag
- alternative commercial lengths or ad sizes
- test variants for effectiveness.
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Term
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Definition
- media availbilty
- several media options must be available
- little Spill-in and Spill-out
- the amount of media from different markets that overlap. both are bad you want a isolated market
- media cost
- outlets my rasie cost if they know they are a test market
- coverage
- media should cover sells area
- network delivery
- local day part usage should match national day part usage.
- cable penetration
- avalibilty of cable and satellite tv should be 80 to 85% just as the nation
- number of markets
- up to six may be used, usally one is used
- types of markets
- which markets are representitve
- big or small markets and regions
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