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How to Plan New Products, Improve Old Ones, and Create Better Advertising.

Authors :
Twedt, Dik Warren
Source :
Journal of Marketing; Jan1969, Vol. 33 Issue 1, p53-57, 5p, 1 Diagram, 1 Graph
Publication Year :
1969

Abstract

A three-step method is presented for planning new products, for planning product improvement, and for evaluating relative strength of copy claims. Step 1 involves systematic creative exploration of all conceivable product variations; step 2 assigns differentiation ratings; step 3 evaluates three primary factors of product attributes. [ABSTRACT FROM AUTHOR]

Subjects

Subjects :
MARKETING
METHODOLOGY
MARKETING of new products
PRODUCT management
ADVERTISING copy
ADVERTISING
BUSINESS planning
MARKETING strategy
PRODUCT differentiation
COPYWRITING
PRODUCT design
COMMERCIAL products

Details

Language :
English
ISSN :
00222429
Volume :
33
Issue :
1
Database :
Complementary Index
Journal :
Journal of Marketing
Publication Type :
Academic Journal
Accession number :
5001294
Full Text :
https://doi.org/10.2307/1248746
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