Sources of Information  Core Messages  Sales Effort Professional Advertising  Promotional Campaigns  Consumer Advertising ROI/Maximizing Promotional Efficiency  FAQs Main Page Why do I need to test after campaign launch? To manage the marketing effort, it is essential to have a consistent flow of meaningful marketing information. This enables management to continue, modify, or change strategy based on a full understanding of how well specific campaigns are doing. A quality message that is concise and consistent is fundamental to a brand’s success. Characteristics inherent in a quality message are uniqueness, believability and relevance. ACNielsen HCI has studied more than 6,800 campaigns, which has resulted in a unique understanding of the role of promotion, the impact it can have, and the results that it can produce. Most recently, ACNielsen HCI has developed a technique that combines qualitative and quantitative research in a way that facilitates an understanding of sales and new prescription response to promotion, and this has led to a full understanding of the dimensions of promotion that impact sales. Most importantly, the campaign message is fundamental to a brand's success. Once message quality is assured, correct use of promotional vehicles and proper funding become keys to success. Because each of these dimensions changes as a campaign matures, it is necessary to monitor their impact continually and individually so a campaign can be managed to produce maximum effect. Measurement of campaign success is usually based on market share changes. Without regular testing of the promotional effort once it has gone to the field there is no way of knowing what caused the market share changes. Do's and Don'ts Do's   By looking at a campaign after its launch, marketing research and product management can learn whether it was memorable enough to make an impression on the target audience and whether the impression was favorable to the brand and connected to the correct product. Test all key promotional elements of the campaign against norms. Don'ts   Don't change a campaign unless there are compelling reasons. Changing for the sake of changing (end of year, product team is tired of current campaign, new agency, etc.) are not compelling reasons. Sources of Information  Core Messages  Sales Effort Professional Advertising  Promotional Campaigns  Consumer Advertising ROI/Maximizing Promotional Efficiency  FAQs Main Page Copyright© 2008 The Nielsen Company

About Us   Solutions   News   Sales & Marketing   Market Research   FAQs   Home     Contact    Site Map    Links