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About This Document: Developing a persuasive message for your product -- and a meaningful "story" that presents your message in a logical sequence so that your audience understands why they should care about it -- is an important supporting step in establishing the product's positioning and its subsequent usage. An effective product message is really the culmination of a multi-step process that starts with understanding the market landscape and identifying where your product would fit into that landscape -- or how it might even change it. This article provides an overview of the research process that can be used as a blueprint for developing and refining the product message across the products life cycle. Such steps to a dynamic product message are: 1. market segmentation, 2. attitude, trial and usage studies, 3. message development research, 4. wargaming, 5. message testing, and 6. sales force effectiveness research.

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Categories: DocStore > Periodicals > Business & Economics
Tags: Medical Marketing and Media, Mar 2009, 6 Steps to a Dynamic Message, Kelly, Donna, Liftin, Alice, Vaughn, Stacy, Feature, Guidelines, Product life cycle, Marketing management, 9190, United States, 9150, Guidelines, 7000, Marketing, United States--US

6 Steps to a Dynamic Message

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6 Steps to a Dynamic Message

Donna Kelly; Alice Liftin; Stacy Vaughn

Medical Marketing and Media; Mar 2009; 44, 3; Docstoc

pg. 45

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