1. This Type of Stuff Will Separate You From the SHLUBS!
Promo – Testing Promotions
Comm – BCG Matrix

2. Testing Effectiveness
Have a control group!
A good rule of thumb is that 5-10 percent of your media budget should be devoted to new tactics.

3. Testing Effectiveness
(Really) Understand Your Media Plan’s Numbers: A TV cost per thousand (CPM) may be based on a demographic target, while a digital display CPM may be based on all internet users.  Alternatively, a CPM could represent a strategic target, a guaranteed target or viewable impressions.
Be sure you understand how the numbers on your plan work together to provide the reach you’re seeking from your marketing communications

4. Testing Effectiveness
Test your advertising before paying for it!
Spending significant sums on media behind an ad that doesn’t resonate with your consumer can be ineffective at best and damaging to the brand at worst.
Focus groups
Internal analysis
Testing in smaller markets before launching bigger

5. Testing Effectiveness
Set a Clear & Measurable Objective: What do you want your advertising campaign to accomplish?  Increase awareness? Traffic? Sales? By how much? You would be surprised how many times marketers are unwilling or unable to set a measurable goal. However, it’s an important first step on the route to determining effectiveness. How do you know if you’ve arrived at your destination if you don’t know where you’re headed?

6. Testing Effectiveness
Line Up Effectiveness Plan with Advertising Objective: If your goal is awareness, commission a tracking study to determine brand and advertising awareness and favorability. If your goal is traffic, make sure you’re counting the people walking through the store door

7. Good vs Bad Products
Your goal is to get into the growth/maturity stage and create cash cows.
Say what??? Let me explain.