THE TEST MARKET THE TEST MARKET

STEP BY STEP GUIDE

By no means can Test Marketing be described as a linear process. Its very appeal is the flexibility that is available when setting out the campaign objectives. To demonstrate the simplicity of the process we have outlined a brief step by step guide both as information and as reassurance.

  1. Client wishes to test an hypothesis (brief required)
  2. Aims & Objectives of the project agreed between Client
    and Betley Whitehorne
  3. Research proposal sent for Client approval: evaluation areas identified
  4. Media rationale & schedule / Creative rotation is planned by
    Betley Whitehorne with Client agreement
  5. Media is purchased by Betley Whitehorne
  6. Copy supplied by relevant Creative Agency
  7. Campaign monitored by Betley Whitehorne
  8. Research undertaken and full campaign evaluation with recommendations supplied (dependent upon evaluation route taken this will involve the
    Channel Island research agency Island Analysis)