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Documents 8 Measuring the Effectiveness of the Promotional Program.

Slide 1 8 Measuring the Effectiveness of the Promotional Program Slide 2 © 2005 McGraw-Hill Ryerson Limited Chapter Objectives To understand reasons for measuring promotional…

Documents Concept Testing Concept Testing Approaches Branding Decisions in Concept Testing Conjoint Analysis.

Slide 1 Concept Testing Concept Testing Approaches Branding Decisions in Concept Testing Conjoint Analysis Slide 2 Concept Selection How can the team choose the best concept…

Documents 1 9-1 McGraw-Hill/Irwin © 2003 The McGraw-Hill Companies, Inc., All Rights Reserved.

Slide 1 1 9-1 McGraw-Hill/Irwin © 2003 The McGraw-Hill Companies, Inc., All Rights Reserved. Slide 2 2 9-2 CHAPTER NINE CONCEPT TESTING Slide 3 3 9-3 Many Ideas Are Eliminated…