Media: No Longer the Caboose

摘要

Traditional new-product development process goes something like this: First, an innovation team identifies an opportunity area. After qualitative and preliminary quantitative research, the core idea gets refined into multiple positioning options that are concept-tested. The winner is developed further and the concept-product fit is tested for its sales potential and for diagnostics to tweak the offer. As this opportunity gets confirmed, creative follows and a media plan is constructed. The sales force is expected to use its trade relationships to obtain high levels of retail availability. The offer is launched and tracking begins.