Professional Documents
Culture Documents
.
| 16 1435
: :
"
"
()3220
.
...
...
...
3
FAQ
. ( )Concept Testing
/
/
( )Positioning /.
. /
/
( )Standardized
.
.
.
4
... FAQ
.
.
.
.
.
.
.
. .
. /
. .
.
( )
.
()3621
.
4-3
.
.
.
7
Kick-off
/
.A4
/ .
.
.
100 70 .
.
.
.
.1
()Headline
()Insight
()Benefit
| The promise
()Reason to believe
()Varieties
Pack Illustration
((Price
10
Emotional
Functional
11
1.1 ()Insight
.
.
.
.
.
.
-1 (:)Functional
-2 ( )Emotional .
-3 ( )Ethical : 18
-4 ( )Esthetical
( )Positioning
-5 ( )Culture trend .
12
2.1 ()Benefit
:
/.
.
.
: ....
14
:1
:2 X .
-2 ( )Emotional .
:1
:2 X
...
.
.
.
:
-1 (:)Functional
15
/.
...
.
: ..
( ) .
16
.1 : .
17
.2
1.2 ()Headline
2.2 ()Price
3.2 ()Pack Illustration
4.2 ()Varieties
: ....
( ) :
18
1.2 ()Headline
.
( )
.
/
/ .
19
2.2 ()Price
)
.
.
20
.
( )stimulus
.
( )
21
22
4.2 ()Varieties
.
23
( )
.1
!!
.
.
.
% 99.99
.
.
:
.
.2
.3
.4
.5
(
...... .
24
25
26
1 #
27
2 #
28
3 #
29
4 #
30
:
MMR Strategy Group -1
Ideas To Go -2
20
.
31
1. Concept Writing by Charlotee Kwist MARS University 2010
2. 3 Steps to More Effective Concept Tests MarketTools
3. How to write a good concept Webinar (41 minutes)
4. Ideastogo Blog
32
1405 1984/.
(
.
21 2012 2014
.
.
http://sa.linkedin.com/in/almohannadalsbeai
| @msbeai
| :m.sbeai@gmail.com
33