Abstract:

At the Campbell Soup Company, we are using the new technologies - UPC scanners at retail checkouts and individually targetable television - to maintain our new product track record. They produce a state of the art test marketing environment that offers precision, speed and breadth of information. however, so powerful is the lure of the new test vehicles that there is a potential for marketers to lose their perspective. First, we must remember that we're still dealing with human consumers; so awareness, trial and repeat take as long as ever. Secondly, there are circumstances in which test marketing is no appropriate; such as when the product has a short life cycle, when security/confidentiality is critical, when expense outweighs risk, and when speed is necessary to preempt competitors.