TESTING AND RELEASE

Testing

The three things most important in strategic marketing planning are to test, test, and test the strategies, the unique selling proposition and the customer's perceptions of your offer. In film audience testing, for example, the benefits far outweighs the research costs as it helps:

  1. Finalizes movie editing
  2. Determines audience targets
  3. Optimizes screen rollout
  4. Helps focus on advertising and publicity direction
  5. Optimizes advertising and publicity spending

test tubes representing testing

Release of the Product

The timing is critical — so the understanding of competitive situations including any circumstances competing for your release that may not be competitive in “offer” but in timing.

The determination of a film’s wide release or a by-market or region release must be chosen. In the case of a manufactured product release — is it a seasonal release?

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