CONCEPT

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CONCEPT BENEFIT TESTING

• Chapter 21

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Learning Objectives

• Define the term concept and explain how it
  differs from an advertisement.
• Explain two types of concept tests and the role
  of each in advertising and marketing decision
  making.
• Prepare written concepts for use in concept tests.

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Learning Objectives

• Identify the areas addressed in a concept test
  questionnaire and the options for writing
  questions to assess consumers reactions in each
  area.
• Plan, administer, and analyze a concept test.

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What is a concept?

• Concept is a simple, written expression of a
  products positioning, benefit, reason for being,
  or unique selling proposition.

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Concept VS Advertisement

• Concept designed to communicate
• Advertising designed to attract attention and
  sell the product.

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Concept Testing

• Concept tests help an advertiser identify the
  single benefit, from among the array of product
  benefits, that should serve as the focus of the
  products advertising.

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Types of Concept Tests
New Product Concept Tests
Benefit Positioning Concept Tests
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New Product Concept Tests

• Identify the greatest potential
• More cost efficient (for reject idea)
• Conduct early in the product development cycle.

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Benefit Positioning Concept Tests

• Product positioning niche in the consumers
  mind.
• Identify the strong product benefit and
  subsequent product positioning.
• Conducted early in advertising strategic planning
  process.

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Preparing for a Concept Tests
Generation of Concepts
Construction of a Concept test Questionnaire
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Generate Concepts

• Concept tests Whit card tests

Three elements Headlines Body Copy An
illustration
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Headline
Summarizes the main selling proposition or
product benefit. e.g. Alternative Headline
for Top Super market
Concept A saves your money Concept
B Fresh Food
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Body Copy

• Should be direct clear.
• Avoid advertisingese.
• Without embellishment or advertising puffery.
• Avoid jargon or industry terminology.
• Length of concept body copy should be short.

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Body Copy

• Special Considerations for New Product Concepts
  identify product differentiation point.
• Special Considerations for Benefit Positioning
  Concepts One benefit-one concept.

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Body Copy

• Branding and Price Information mention brand
  name, price may or may not include in concept.

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Illustration and Format

• All concepts should be the same format visual
  style.
• Not allow visual to overwhelm the copy.

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Generate Questionnaire
Set of questions that contains information on
brand usage, respondent demographics, etc.
A core set of question
Diagnostic sets of questions
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Generate Questionnaire

• Core set of questions
• Communication of the main idea
• Believability of the main idea
• Uniqueness of the main idea
• Personal relevance of the main idea
• Purchase intent
• Purchase frequency
• Reasons for purchase intent and frequency of
  purchase

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Generate Questionnaire
Self study - example of questions p. 512-519
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Administering a Concept test

• Target definition - current brand users/current
  category users/users of competitive
  brands/products, or potential category users.
• No. of respondent 150-200 per concept

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Administering a Concept test

• Research methodology - mail or personal
  interviews.
• Questionnaire is constructed.
• A procedure for exposing the concept is
  determined. - each individual respondent views
  only one concept.
• The concept is typically given to the respondent
  at the start of interview and then removed before
  questioning.

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Data Organization, Analysis and Interpretation
Difference Among Quota Groups
Differences Among Attitudinal, Brand Usage, And
Demographic Groups
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Data Organization, Analysis and Interpretation
Difference Among Quota Groups

• See p. 520
• Data presentation and analysis hold the concept
  constant and determine if individuals in
  different quota groups reacted similarly or
  differently to that specific concept.

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Data Organization, Analysis and Interpretation
Difference Among Quota Groups

• See p. 521
• Data presentation and analysis hold the quota
  group constant and determine the extent to which
  a specific quota groups reactions were similar
  or different among concepts.

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Data Organization, Analysis and Interpretation
Differences Among Attitudinal, Brand Usage, And
Demographic Groups

• Standard Analyses
• Concept-Specific Analyses
• See Table 21.1 p. 522
• See Table 21.2 p. 523

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Data Interpretation and Recommendations

• Report what trends and differences are,
  additionally report the underlying reasons for
  observed trends and differences.