Question

Procter and Gamble wants to test a new promotion campaign that employs Internet-based promotions, particularly added use of social media. P&G wants to concentrate on consumers between the ages of 18 and 35 (Millennials) and the test will be conducted for only two months. P&G most likely will use _____________.

Multiple Choice
A. A standard test market
B. A laboratory test
C. Focus groups and survey research
D. A controlled test market
E. A simulated test market

Answer 1

Answer:

D. A controlled test market

Explanation:

A controlled test market is a thoroughly planned marketing test that aims to provide companies valuable, critical insight that is essential to analyse the success of a new product/service. By conducting a controlled test market, the companies can monitor customer reactions and preferences, or the advertisement's influence. Although this is not conducted in a typical sandbox environment, this is almost always a small market.