The Marketing Analytics Practitioner's Guide: Volume 2: Product, Advertising, Packaging, Biometrics, Price and Promotion

As the use of analytics becomes increasingly important in today's business landscape, The Marketing Analytics Practitioner's Guide (MAPG) provides a thorough understanding of marketing management concepts and their practical applications, making it a valuable resource for professionals and students alike. The four-volume compendium of MAPG provides an in-depth look at marketing management concepts and their practical applications, equipping readers with the knowledge and skills needed to effectively inform daily marketing decisions and strategy development and implementation. It seamlessly blends the art and science of marketing, reflecting the discipline's evolution in the era of data analytics. Whether you're a seasoned marketer or new to the field, the MAPG is an essential guide for mastering the use of analytics in modern marketing practices. Volume II, Parts III to V, is dedicated to Product, Advertising, Packaging, Biometrics, Price and Promotion . Part III focuses on the product development process, covering the analytic methods and procedures used to screen ideas, concepts, and products during development, launch, and post-launch. Part IV delves into advertising, packaging, and biometrics. The fundamentals, concepts, and core themes of advertising are covered in a chapter that explains how advertising works and what makes it effective and impactful. The chapter on Advertising Analytics focuses on audience engagement, both behavioural and attitudinal, and the analytic techniques and research processes used to test and track advertising. The chapter on packaging is devoted to the analytics and research techniques employed throughout the stages of packaging development and the chapter on biometrics covers biometric techniques and the relevant technologies, devices, metrics, and applications of these techniques that are useful to practitioners. Finally, Part V deals with price and promotion, covering a variety of pricing research methods and techniques for promotions evaluation. This will help the reader to gain an understanding of the importance and application of pricing and promotions in marketing strategy. Contents Preface About the Author Part III Product Chapter 9 New Product Development Preview Innovation New Product Development Process Ideation Concept Development Product Development Product Launch Chapter 10 Product Design IBM 360 Preview Sensory Research Concept/Product Testing Biometrics The Kano Model and Conjoint Analysis Conjoint Analysis House of Quality Chapter 11 Product Validation Preview Moments of Truth Launch Validation Methods Simulated Test Markets BASES Controlled Store Test Product Launch Evaluation Parfitt–Collins Model TRB Share Prediction Model The Bass Diffusion Model Case IV Hecto Grow Hectomalt Growing Up Milks Launch of Hecto Grow Hecto Grow and Hectomalt Case Analysis Part IV Advertising, Packaging and Biometrics Chapter 12 How Advertising Works Tradition of Great Advertising Preview Advertising through the Ages Advertising Mechanisms Advertising Execution Case Example — Coca-Cola Zero Measurement Issues Chapter 13 Advertising Analytics Preview Audience Measurement Copy Testing (Pre-Testing) Testing Advertising Online Advertising Tracking (Post-Testing) Advertising Engagement Attitudinal Engagement Case — Molly Low-Fat Hi-Calcium Awareness Index Model Chapter 14 Packaging Preview How Packaging Works Packaging Development Review Exploration Screening and Optimization Validation Shelf Impact — Eye Tracking Shelf Impact — Visual Search Test Biometrics — Engagement Chapter 15 Biometrics Preview Eye Tracking Electroencephalography (EEG) Facial Coding Galvanic Skin Response Biometrics Applications Part V Price and Promotion Chapter 16 Price At What Price Should We Sell Our Product? Preview Basics of Pricing Research Pricing Research Methods Gabor–Granger Van Westendorp Price Sensitivity Meter Brand Price Trade-off Conjoint Analysis Discrete Choice Modelling How to Price a Product Feature New Product Pricing Appendix: Statistical Structure — Discrete Choice Model Chapter 17 Promotion Preview In-Store Promotion and Media Types of Promotions The Need to Rationalize Promotions Market Modelling Promotions Response Model Model Validity: How Good Is the Fit? Watchouts and Guidelines Interpretation and Analysis Case V Yakult Price Evaluation Case Exercise References Subject Index Company and Product Index People and Place Index