This document outlines Unilever's 10 principles of good brand advertising and procedures for developing advertising campaigns. The 10 principles state that good advertising is consumer-oriented, focuses on a single selling idea, presents the most persuasive idea, is unique, involves the consumer emotionally, is credible, is simple and clear, associates the brand with the idea, takes advantage of the advertising medium, and prompts action. The document also describes Unilever's 7 basic steps for planning an ad campaign, from appraising the opportunity to evaluating results. It emphasizes using research at every stage of development and testing concepts and creative executions before a major campaign.
Here are the 5 marketing processes that every brand leader must know to be successful in your job.
✅ How to define your brand positioning
✅ How to write a marketing plan
✅ How to inspire marketing execution
✅ How to analyze your brand's performance
✅ How to think strategically
Every marketer has a natural space they excel and a blind spot they need help in. If you have a gap, it will likely show to those deciding on your next move. Challenge yourself to fill in your skills gaps using experience, coaching, and training to become a well-rounded marketer.
Explore our Beyond the MBA training program which is a virtual brand management training designed for the real world. This is your opportunity to gain access to world-class brand management training.
Our virtual training includes 35 engaging video training sessions as Graham shares the best brand management thinking that covers strategic thinking, brand positioning, brand plans, marketing execution, and marketing analytics.
Upon completing our program, you will earn a certificate in brand management that you can proudly display on your resume and LinkedIn profile.
For more information on Beyond the MBA, go to:
https://lnkd.in/e8f_dKn
Here are some of our best Beloved Brands stories on brand management:
Read how to write a brand positioning statement:
https://beloved-brands.com/2012/05/06/brand-positioning-statement/
Read how to write a brand plan:
https://beloved-brands.com/2012/06/24/brand-plan/
Read how to write a brand strategy roadmap:
https://beloved-brands.com/2013/04/14/brand-strategy-roadmap/
Read how to write brand concept:
https://beloved-brands.com/2013/10/12/brand-concept/
In the new economy, Brand Love is the new currency, with marketing shifting to building big ideas, leveraging purpose-driven stories that are in the moment, creating consumer experiences that people talk about, managing ubiquitous purchase moments all helping to steer the brand’s reputation. Marketing has to focus on creating a brand reputation with consumers, and equally creating an organizational culture that reflects the brand’s soul. Instead of shouting your message at every consumers, the best brands confidently whisper to those most motivated by what they do, who then scream with influence to their friends. In the new world, the best brands now fight for a place in the minds and hearts of consumers.
Here are the 5 marketing processes that every brand leader must know to be successful in your job.
✅ How to define your brand positioning
✅ How to write a marketing plan
✅ How to inspire marketing execution
✅ How to analyze your brand's performance
✅ How to think strategically
Every marketer has a natural space they excel and a blind spot they need help in. If you have a gap, it will likely show to those deciding on your next move. Challenge yourself to fill in your skills gaps using experience, coaching, and training to become a well-rounded marketer.
Explore our Beyond the MBA training program which is a virtual brand management training designed for the real world. This is your opportunity to gain access to world-class brand management training.
Our virtual training includes 35 engaging video training sessions as Graham shares the best brand management thinking that covers strategic thinking, brand positioning, brand plans, marketing execution, and marketing analytics.
Upon completing our program, you will earn a certificate in brand management that you can proudly display on your resume and LinkedIn profile.
For more information on Beyond the MBA, go to:
https://lnkd.in/e8f_dKn
Here are some of our best Beloved Brands stories on brand management:
Read how to write a brand positioning statement:
https://beloved-brands.com/2012/05/06/brand-positioning-statement/
Read how to write a brand plan:
https://beloved-brands.com/2012/06/24/brand-plan/
Read how to write a brand strategy roadmap:
https://beloved-brands.com/2013/04/14/brand-strategy-roadmap/
Read how to write brand concept:
https://beloved-brands.com/2013/10/12/brand-concept/
In the new economy, Brand Love is the new currency, with marketing shifting to building big ideas, leveraging purpose-driven stories that are in the moment, creating consumer experiences that people talk about, managing ubiquitous purchase moments all helping to steer the brand’s reputation. Marketing has to focus on creating a brand reputation with consumers, and equally creating an organizational culture that reflects the brand’s soul. Instead of shouting your message at every consumers, the best brands confidently whisper to those most motivated by what they do, who then scream with influence to their friends. In the new world, the best brands now fight for a place in the minds and hearts of consumers.
Before selecting a name, logo, product label or other branding elements, speak to trade mark law professionals who do it for established brands. You will be surprised what you don't know and the range of future business costs and hassles you can avoid. Call us for a chat.
Channel Strategy Marketing And Distribution PowerPoint Presentation Slides SlideTeam
Are you looking to make a channel strategy PowerPoint presentation? Channel strategy marketing indeed is the solution. Our expert team has come up with this 61 slides content-ready Channel Strategy Marketing And Distribution PowerPoint Presentation Slides. This PPT sample deck highlights the major points of channel business strategy and has slides like channel marketing strategy, channel marketing planning, launch plan, our channel products, currently active channels, who is the buyer, buyer’s journey, target customers, process to manage partners, lead generation process, lead generation activities, marketing analysis and many more. You can download this PPT example to deliver PowerPoint presentation underlining significance of channel marketing strategy in making easy availability of products or services to consumers. In this PPT model we have included PowerPoint designs like roles of channel marketing manager, roles of channel support specialist, channel sales numbers, sales by region, financial highlights and many more to cast spotlight on each aspect of this channel marketing system. In short, with this PPT sample show file you can encourage your work force for sales channel development to augment sales and develop strong networks. Just download this Channel Strategy Marketing And Distribution PowerPoint Presentation Slides and wow your audience. Have a look at this Channel Strategy Marketing and Distribution PowerPoint Presentation Deck. In today’s competitive world, it is quite important that you reach the target customer with complete research and planning. Channel strategy is a preparation to engage the customers after analyzing their habits such as online activity, buying habits, etc. Our 61 slides PPT Deck includes channel marketing planning, launch plan, channel products, currently active channels, customer journey, channel partner, target customer etc. There are four major types of channel marketing such as producer to customer, producer to retailer to consumer, producer to wholesaler to petailer to customer and producer to agent to wholesaler to retailer to customer. Using this presentation deck, you can highlight these aspects to your team or business partners. Our PowerPoint Deck covers all vital topics related to Channel Marketing. Download it to make a statement. Drive customer demand with our Channel Strategy Marketing And Distribution PowerPoint Presentation Slides. Create a desire for your goods.
Brand Communication PowerPoint Presentation Slides SlideTeam
Presenting this set of slides with name - Brand Communication PowerPoint Presentation Slides. This is a one stage process. The stages in this process are Brand Equity, Brand Communication, Brand Awareness.
Here is a chance to create a "big idea" for your brand, which that big idea is then used through the organization. It would help frame the long range Brand Strategic Road Map, helping to frame the brand promise, strategy, story, freshness and experience behind the brand. That big idea also gets used to tell the brand's story, both internally through vision, values and behaviours, and externally by creating a brand position in the minds/hearts of consumers through mass communication, logos/packaging and the inshore experience.
Emotional marketing strategy
- Five approaches to emotional marketing that can turn casual consumers into brand fans is explained briefly in this presentation
BCG matrix and Bowman’s strategic clock used strategies of Cadbury - By Jimit...JimitPatel53
INSTAGRAM @iamjimitpatel
Follow me on Instagram for help ------------
BCG matrix and Bowman’s strategic clock used strategies of Cadbury - By Jimit Patel
BCG matrix of Cadbury
Bowman’s strategic clock Cadbury
Cadbury marketing model
Cadbury marketing strategies
Cadbury case study
Cadbury presentation
Bowman's Strategic Clock examples
Before selecting a name, logo, product label or other branding elements, speak to trade mark law professionals who do it for established brands. You will be surprised what you don't know and the range of future business costs and hassles you can avoid. Call us for a chat.
Channel Strategy Marketing And Distribution PowerPoint Presentation Slides SlideTeam
Are you looking to make a channel strategy PowerPoint presentation? Channel strategy marketing indeed is the solution. Our expert team has come up with this 61 slides content-ready Channel Strategy Marketing And Distribution PowerPoint Presentation Slides. This PPT sample deck highlights the major points of channel business strategy and has slides like channel marketing strategy, channel marketing planning, launch plan, our channel products, currently active channels, who is the buyer, buyer’s journey, target customers, process to manage partners, lead generation process, lead generation activities, marketing analysis and many more. You can download this PPT example to deliver PowerPoint presentation underlining significance of channel marketing strategy in making easy availability of products or services to consumers. In this PPT model we have included PowerPoint designs like roles of channel marketing manager, roles of channel support specialist, channel sales numbers, sales by region, financial highlights and many more to cast spotlight on each aspect of this channel marketing system. In short, with this PPT sample show file you can encourage your work force for sales channel development to augment sales and develop strong networks. Just download this Channel Strategy Marketing And Distribution PowerPoint Presentation Slides and wow your audience. Have a look at this Channel Strategy Marketing and Distribution PowerPoint Presentation Deck. In today’s competitive world, it is quite important that you reach the target customer with complete research and planning. Channel strategy is a preparation to engage the customers after analyzing their habits such as online activity, buying habits, etc. Our 61 slides PPT Deck includes channel marketing planning, launch plan, channel products, currently active channels, customer journey, channel partner, target customer etc. There are four major types of channel marketing such as producer to customer, producer to retailer to consumer, producer to wholesaler to petailer to customer and producer to agent to wholesaler to retailer to customer. Using this presentation deck, you can highlight these aspects to your team or business partners. Our PowerPoint Deck covers all vital topics related to Channel Marketing. Download it to make a statement. Drive customer demand with our Channel Strategy Marketing And Distribution PowerPoint Presentation Slides. Create a desire for your goods.
Brand Communication PowerPoint Presentation Slides SlideTeam
Presenting this set of slides with name - Brand Communication PowerPoint Presentation Slides. This is a one stage process. The stages in this process are Brand Equity, Brand Communication, Brand Awareness.
Here is a chance to create a "big idea" for your brand, which that big idea is then used through the organization. It would help frame the long range Brand Strategic Road Map, helping to frame the brand promise, strategy, story, freshness and experience behind the brand. That big idea also gets used to tell the brand's story, both internally through vision, values and behaviours, and externally by creating a brand position in the minds/hearts of consumers through mass communication, logos/packaging and the inshore experience.
Emotional marketing strategy
- Five approaches to emotional marketing that can turn casual consumers into brand fans is explained briefly in this presentation
BCG matrix and Bowman’s strategic clock used strategies of Cadbury - By Jimit...JimitPatel53
INSTAGRAM @iamjimitpatel
Follow me on Instagram for help ------------
BCG matrix and Bowman’s strategic clock used strategies of Cadbury - By Jimit Patel
BCG matrix of Cadbury
Bowman’s strategic clock Cadbury
Cadbury marketing model
Cadbury marketing strategies
Cadbury case study
Cadbury presentation
Bowman's Strategic Clock examples
good advertisement versus bad advertisementraaniya
the good ad was camlin permanent markers(widow scene),while the bad ad was workplace worksafety (boiling water falls over the body)
for videos :
youtube
This is a collection of good and bad advertisements both in Print & TV. And this is only according to my own standards so some may or may not agree with me.
Hindustan Unilever Limited Marketing Strategies for rural and urban India for toothpaste, detergent and other markets. Comparison between already applied steps and possible steps.
B2B payments are rapidly changing. Find out the 5 key questions you need to be asking yourself to be sure you are mastering B2B payments today. Learn more at www.BlueSnap.com.
VAT Registration Outlined In UAE: Benefits and Requirementsuae taxgpt
Vat Registration is a legal obligation for businesses meeting the threshold requirement, helping companies avoid fines and ramifications. Contact now!
https://viralsocialtrends.com/vat-registration-outlined-in-uae/
Premium MEAN Stack Development Solutions for Modern BusinessesSynapseIndia
Stay ahead of the curve with our premium MEAN Stack Development Solutions. Our expert developers utilize MongoDB, Express.js, AngularJS, and Node.js to create modern and responsive web applications. Trust us for cutting-edge solutions that drive your business growth and success.
Know more: https://www.synapseindia.com/technology/mean-stack-development-company.html
3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
In the Adani-Hindenburg case, what is SEBI investigating.pptxAdani case
Adani SEBI investigation revealed that the latter had sought information from five foreign jurisdictions concerning the holdings of the firm’s foreign portfolio investors (FPIs) in relation to the alleged violations of the MPS Regulations. Nevertheless, the economic interest of the twelve FPIs based in tax haven jurisdictions still needs to be determined. The Adani Group firms classed these FPIs as public shareholders. According to Hindenburg, FPIs were used to get around regulatory standards.
An introduction to the cryptocurrency investment platform Binance Savings.Any kyc Account
Learn how to use Binance Savings to expand your bitcoin holdings. Discover how to maximize your earnings on one of the most reliable cryptocurrency exchange platforms, as well as how to earn interest on your cryptocurrency holdings and the various savings choices available.
Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
Understanding User Needs and Satisfying ThemAggregage
https://www.productmanagementtoday.com/frs/26903918/understanding-user-needs-and-satisfying-them
We know we want to create products which our customers find to be valuable. Whether we label it as customer-centric or product-led depends on how long we've been doing product management. There are three challenges we face when doing this. The obvious challenge is figuring out what our users need; the non-obvious challenges are in creating a shared understanding of those needs and in sensing if what we're doing is meeting those needs.
In this webinar, we won't focus on the research methods for discovering user-needs. We will focus on synthesis of the needs we discover, communication and alignment tools, and how we operationalize addressing those needs.
Industry expert Scott Sehlhorst will:
• Introduce a taxonomy for user goals with real world examples
• Present the Onion Diagram, a tool for contextualizing task-level goals
• Illustrate how customer journey maps capture activity-level and task-level goals
• Demonstrate the best approach to selection and prioritization of user-goals to address
• Highlight the crucial benchmarks, observable changes, in ensuring fulfillment of customer needs
Event Report - SAP Sapphire 2024 Orlando - lots of innovation and old challengesHolger Mueller
Holger Mueller of Constellation Research shares his key takeaways from SAP's Sapphire confernece, held in Orlando, June 3rd till 5th 2024, in the Orange Convention Center.
Recruiting in the Digital Age: A Social Media MasterclassLuanWise
In this masterclass, presented at the Global HR Summit on 5th June 2024, Luan Wise explored the essential features of social media platforms that support talent acquisition, including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok.
Kseniya Leshchenko: Shared development support service model as the way to ma...Lviv Startup Club
Kseniya Leshchenko: Shared development support service model as the way to make small projects with small budgets profitable for the company (UA)
Kyiv PMDay 2024 Summer
Website – www.pmday.org
Youtube – https://www.youtube.com/startuplviv
FB – https://www.facebook.com/pmdayconference
LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
Have you ever heard that user-generated content or video testimonials can take your brand to the next level? We will explore how you can effectively use video testimonials to leverage and boost your sales, content strategy, and increase your CRM data.🤯
We will dig deeper into:
1. How to capture video testimonials that convert from your audience 🎥
2. How to leverage your testimonials to boost your sales 💲
3. How you can capture more CRM data to understand your audience better through video testimonials. 📊
2. Plan for Good Advertising Conclusions of an International Advertising Conference in London. Not a new way of making good advertising, “but this is what we do!” Plan is composed of elements which have been used and shown to be sound – a tightly disciplined procedure than has usually been achieved consistently in the past. Accepted by all concerned with Unilever’s advertising the world over.
3. Unilever’S definition of Good Advertising “Good Brand Advertising is that which builds up preference in the consumer’s mind for one particular brand, and thereby persuades her to try it and continue to use it.”
4. 10 Principles of Good Brand Advertising It is Consumer Oriented It is based on fundamental consumer need, attitudes, and interests. It reflects the consumer point of view, rather than the manufacturers’ or dealers’ preferences or interests.
5. It concentrates on One Selling Idea It does not scatter its efforts or diffuse its impact. It focuses on one single idea (selected basic consumer benefit) that can establish a penetrating, memorable reason for trial.
6. It concentrates on the most Important and Persuasive Idea available Effective advertising represents and registers the most powerful and persuasive appeal available – the true key to the consumers mind.
7. It presents a Unique and Competitive Idea It contains the promise of a unique competitive advantage. It creates a distinctive quality and brand identity. It is highly competitive in its impression and effect.
8. It involves the Consumer Effective advertising recognises that the consumer’s motivation to buy comes from the head and heart. Effective advertising is personal – it appeals to the consumer’s self interest.
9. It is Credible and Sincere Where ever, it documents and demonstrates, or proves its claims. It provides assurance, is straightforward and hones in the concept and presentation. It recognizes that the consumer is not a moron – she is your wife.
10. It is Simple, Clear and Complete There are no alternative meanings, no possibility of confusion or misunderstanding. It is uncomplicated, completely understandable.
11. It clearly associates the Selling Idea with the Brand Name It tells the consumer what the brand is used for. It clearly registers the brand name and links it with the selling idea.
12. It takes full advantage of the Medium Certain ideas are better fitted to one medium than another. Effective advertising varies its presentation of the selling idea to capitalise on the physical characteristics and mood of the medium. Medium is the Message! – Marshall McLuhan
13. It demands Action that will lead to the Sale Effective advertising transforms passive acceptance or interest into action. It demands immediate response – and a long-term favourable attitude. It implants in the consumer the urge to buy.
14. How to Apply the Principles No automatic lead to creativity. Unless creative ability is at a high level the advertising will not be good enough. In picking the right WHAT to say. After that HOW. WHAT must be supported by consumer research – the benefit the brand is going to promise is if vital interest to the consumer.
15. Procedure of Company Action Write the Brand’s Marketing Strategy Company responsibility, with Ad Agency collaboration. Define: The Market The consumer aimed at Brand information The Competition Marketing and Sales Objectives – short-term and long-term
16. Write the Brand’s Copy Strategy Agency responsibility – but agreed and adhered to by the company. It defines what to say, but not how to say it, yet. Three Statements : The selected basic consumer benefit Supporting Evidence The desired Brand Image
17. Check that the Product supports the selected basic Consumer Benefit The consumer must be satisfied the product delivers the promised benefit. Especially the difference viz competition.
18. Establish a regular programme of research to provide basis for decisions Best available methods to provide a firm basis for making informed judments. This is needed to support decisins stated in the BMS, creative strategy, and the effectiveness of the advertising – pre and post release.
19. The HOW ! The How – the way in which the What is communicated to the consumer is the agency’s responsibility, and must be judged and approved by the company. The creative quality of the How can be judged in two stages: Answering the questions on effectiveness internally. By Pre-Testing method of research – motivation towards purchase. Not only recall.
20. The How Questions you must ask about the advertising produced: Does it promise a basic consumer benefit. What’s in it for me? Does it offer a convincing reason why? Persuades? Is it unique and competitive? Differentiating? Does it clearly identify the brand? Name and image? Does it involve the consumer? Evokes empathy, emotional connect? Arouses desire and leads to action? Is it clear and uncomplicated? Comprehendible and meaningful as desired.
21. Responsibility for advertising judgement should be clearly assigned and given to senior people (experts) in the company Judgment?? Skill. Expertise. Knowledge. Encouragement and inspiration. Authority? Veto? Fortunes depend on the decision!!
22. Prepare company/Agency procedures – Document – clearly stating responsibilities involved and checks to be used BMS Agency Brief Creative and Media Strategy Budget Research – pre and post PR support Agency account planning, creative and media planning disciplines – known to agency and client people
23. Available Market Research Techniques for Company and Ad AgencyMR is developing rapidly. Existing methods are being modified, and new methods and procedures are being added.The list following is more a snapshot and a broad description.
24. Brand Marketing Strategy The Market Shop audits – Nielsen. Fixed consumer panels, diaries, audit panels. Continuous or periodic questioning and surveys (Brand Barometers, consumer Market Indices) Ad Hoc habit, usage, and attitude surveys Other relevant factual information and research findings
25. The Consumer Analysis and interpretations – markets and individual/groups – of Target Group/s Demo. and Psycho. Brand Information Packaging Tests Product Tests – paired comparison, monadic, multiple tests, Attribute Influence analysis (AIA), Halo Comparison (HC), etc.
26. The Competition Viz market, consumer, and brand Brand Image studies (Familiarity and favourability, Positioning, etc.
27. Brand Creative/Copy Strategy Evolving a shortlist of key consumer needs Group discussions, structured and unstructured interviews to ascertain needs and desires not met by existing products. Analysis of habits, usage, attitude surveys, concept tests, etc.
28. Selecting the Basic Consumer Benefits Proposition testing – concept cards, layouts, headline and copy, baselines, etc. Split run tests in media. Coupons and direct mail responses. Motivational tests of individual kinds developed by research agencies and clients.
29. Ensuring that the Product will deliver the Benefit/s Product tests – with claim and without claim ( like blind and branded tests) but on the creative and motivational aspects.
30. Pre-Post Testing Advertising TV Schwerin Test (pre-post incremental theatre test) On-Air Test (pre-post incremental test at home) LINSTEP (choice and attitude tests) Print Concept Card test (TBS formula), and more. Pre and Post tests Brand Image studies. Continuous and repeat surveys
32. 1. Appraise your Advertising Opportunity Is there a favourable demand for the product? Are there opportunities for product differentiation? Are there any qualities which serve as the focal point of an ad campaign? Are there any strong rational or emotional buying motives attached to the product? What is the segment/proportion of people can afford and will buy, and I can reach them with the ad campaign?
33. 2. Analyse your Market Is there enough information to define closely the Target Market? What are the factors of that which affect demand for the product? What will be the competitive response to the campaign? What budget/resources are appropriate considering the market situation? Are there adequate capabilities to produce sufficient volumes of the product, if sales increase as a result of advertising?
34. 3. Determine your Advertising Objectives What is the basic message to be delivered? Who is the target audience to be reached? What is the expectation from the campaign – consumer response and sales? What criteria will be used to measure the effectiveness and success of the campaign.
35. 4. Establish your Budget and Control Systems What kind of media strategy for a balance between reach, frequency and continuity will be most effective? Develop a media strategy based on objectives and consumer information.
36. 5. Develop your Strategies Media strategy that will deliver the messages most effectively at the optimum cost. Creative message and the measures for its effectiveness in terms of consumer behaviour. For this you need to consider: What business goals do you want to accomplish. What kind of people do you sell to or want to sell to. How do the people in your target market think, believe, and feel about the product, company, and your competition.
37. What key thought/message will motivate these people to buy, as desired by you. What tone of voice will get these people to hear and believe you. What is the basic theme that you will use in all your ads and other media?
38. 6. Coordinate Advertising with other Promotional Mix What other marketing and promotional activities are being currently undertaken by the company – for it or for other brands? How will these be integrated and affect the product? And the ad campaign?
39. 7. Evaluate the Advertising Results Pre-testing – before investing substantial money in a major campaign. Criteria to be used to judge the effectiveness of the campaign and expenditure on it. Learning, feedback, for immediate and future campaigns, to insure their being more effective.
40. Remember : “Not open to interpretation! Means the same thing to all consumers, the world over!”