Passing the test

July 2004
Marketing Management;Jul/Aug2004, Vol. 13 Issue 4, p7
This article discusses findings of a survey on how marketing professionals test their marketing campaigns. One-quarter of marketing professionals surveyed said they usually and always test their marketing communication campaigns before releasing them to their intended audience. Another 27 percent indicated that they occasionally test their campaigns. The rest of the 280 respondents said they seldom or never test campaigns before launching them. Among those that do not test, slightly more than half said they did not have time to test, while nearly one-quarter indicated that budget constraints were the limiting factors. One-sixth said they did not have a means of tracking tests, while eight percent claimed they did not have a need to test their campaigns. Among those that do test, 41 percent responded that the audience was the most important test variable, followed closely by offer. Nearly 15 percent indicated that the copy was the most important element to test, while five percent felt that testing media was crucial.


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