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Concept Development and Testing
A stage of the
cycle in which ideas for new
are developed and evaluated. Initially,
research for the product idea may be evaluated on the basis of words, pictures, or models since the product does not yet exist in physical form. The purpose of the
evaluation stage is to determine whether an idea is worth further investment. The concept evaluation stage follows
A qualitative or quantitative examination of consumer reactions to a proposed
idea; the testing of a
or advertisement in rough form that measures the viability of the idea or message which will underlie the resulting executions.
is an example of a specific methodology for advertising concept testing.
American Marketing Association.
Dictionary of Marketing Communications.
Sage Publications (2004).
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