Simulated Test Marketing

 

 

Video Concept Exposure

Copy Read as Voice Over  Seduce your senses and silken your skin. Go beyond soft to silky...experience Caress...the moisturizing body bar with rich lather, soft feminine fragrance and silkening moisturizers. It hydrates and replenishes your skin while indulging your senses for a beautiful silky feeling like never before. Just one shower and you'll feel the difference. Before you dress, Caress.

If it is determined that a particular shopper-respondent belongs in the “Ad Track” (she typically becomes aware of new products after seeing advertising on television), MSI’s advantage in concept exposure is the natural, realistic exposure of the concept to the consumer.  The playback of the concept yields a more accurate and discriminating evaluation of it by the viewer.

In the MSI system, respondents use two senses (eyes and ears) rather than one (eyes only) as in the case of concept board exposure.  Furthermore, they use these senses on an exposure technique with which they are familiar – TV.  Additionally, all respondents hear the copy in the same professional manner every time.  Overall playback more precisely reflects the profile of the concept, making for greater discrimination between concepts where it exists.  The greater clarity yields more accurate buying and persuasion measures, which, in turn, makes the marketing decision maker more certain of communication choices and alterations.