ABSTRACT
This chapter focusses on developing classical test-market plans typically used with brands. There are plenty of areas to do small tactical tests that can reap big rewards. There are two basic reasons to test market: The first is to gain knowledge about a new product or line extension in a limited area before rolling it out nationally. The second is to test different marketing-mix strategies for an existing brand. One of the most important elements in test marketing is selecting the right markets in which to test. A test market must have a variety of media outlets available. It should be representative of the normal market. There are two commonly used techniques for translating national media plans into local test plans. The two techniques are called, Little USA and As It Falls. Finally, work the local plan so that it fits the national plan as closely as possible.
