geographic location selected for the introduction of a new product, new advertising campaign, or both. The use of a test market allows the advertiser or manufacturer to evaluate the product performance on a small scale, and to evaluate the marketing plan for the product before embarking on a national introduction of the product.
geographic location selected for the introduction of a new product, new advertising campaign, or both. The use of a test market allows the advertiser or manufacturer to evaluate the product performance on a small scale, and to evaluate the marketing plan for the product before embarking on a national introduction of the product. The test market location generally includes an area that has at its center at least one city that is the heart of all commercial and media activity, as well as the surrounding counties that are served by the city. The introduction of a product or campaign in a test market is the final step in the testing process and allows the manufacturer or advertiser to evaluate all the components of the advertising and marketing strategy.
