5 M's of Pretesting

Merchandise

Companies may pretest things like the package design, how a message positions a brand, or how well it communicates the products features

Motives

are outside a companies a companies control, but the messages they create to appeal to those motives are not

Messages

helps determine what (from the customers point of view) a message says and how well it says it

Markets

companies may pretest a strategy or particular commercials with different markets; information gathered may cause a company to change strategies and targets for new segments

Media

information from pretesting can influence several types of media decisions, classes of media, media subclasses, specific media vehicles, media units of space and times, media budgets, and scheduling criteria