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The use of micro market testing in the evaluation of alternative promotional strategy

Date of publication: June 15, 1976

Catalogue: Seminar 1976: The Contribution Of Research To Decision Making Promotions

Author: Tom Blackett

Abstract:

This paper reviews Mini-Test Market experience in the field of consumer promotions testing and concludes that pre-evaluation of alternative promotions or indeed of any alternative marketing action needs a valid test method which in turn offers negligible risk.

Tom Blackett

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Research Papers

The development and application of a new micro market testing technique

Catalogue: ESOMAR Congress 1970: The Practical Application of Market Research

Author: Brian C. Pymont

 

September 1, 1970

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Citation

Pymont, B. C. (1970a, September 01). The development and application of a new micro market testing technique. ANA - ESOMAR. Retrieved April 25, 2024, from


https://ana.esomar.org/documents/the-development-and-application-of-a-new-micro-market-testing-technique


Research Papers

The use of consumer panels in the evaluation of promotional and advertising expenditures

Catalogue: ESOMAR Congress 1968

Authors: John Parfitt, Ivor McGloughlin

 

June 15, 1968

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Citation

Parfitt and McGloughlin (1968a, June 15). The use of consumer panels in the evaluation of promotional and advertising expenditures. ANA - ESOMAR. Retrieved April 25, 2024, from


https://ana.esomar.org/documents/the-use-of-consumer-panels-in-the-evaluation-of-promotional-and-advertising-expenditures


Research Papers

The use of market research as positive aid to improving promotional strategy, execution and evaluation within a total communication concept and specifically in relation to advertising

Catalogue: Seminar 1976: The Contribution Of Research To Decision Making Promotions

Authors: Michael J. Franklin, David Wilding

 

June 15, 1976

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Citation

Franklin and Wilding (1976a, June 15). The use of market research as positive aid to improving promotional strategy, execution and evaluation within a total communication concept and specifically in relation to advertising . ANA - ESOMAR. Retrieved April 25, 2024, from


https://ana.esomar.org/documents/the-use-of-market-research-as-positive-aid-to-improving-promotional-strategy-execution-and-evaluation-within-a-total-communication-concept-and-specifically-in-relation-to-advertising-


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Citation

Blackett, T. (1976a, June 15). The use of micro market testing in the evaluation of alternative promotional strategy . ANA - ESOMAR. Retrieved April 25, 2024, from


https://ana.esomar.org/documents/the-use-of-market-research-as-positive-aid-to-improving-promotional-strategy-execution-and-evaluation-within-a-total-communication-concept-and-specifically-in-relation-to-advertising-