Restaurant Commercial Breakthrough

Phoenix MarketingInternational Introduces a 24-Hour Advertising Testing Service for Restaurants

Founded in 1999 Phoenix Marketing International is one of the fastest growing marketing research firms in the U.S.  As with all companies they are constantly working to improve their products, and this week, they came through with one of the biggest breakthroughs.  Phoenix Marketing International has created a new product called the AdPi or the Advertising Performance Indicator express scorecard.  This  takes the common knowledge that the faster a company can get their product to production the better. 

The AdPi that Phoenix Marketing has produced is a twenty four hour testing service for restaurant ads.  With this service restaurants can test their ads, or their competitors ads at any time of the day against thousands of people across the entire nation.  This is a breakthrough concept as it used to take days, weeks, and sometimes even month of testing and gathering consumer reviews before they could air an advertisement.  Now the Phoenix Marketing has created this network of individuals that can quickly test the ads, and make sure they are getting their point across and aren’t offensive, it not only saves time but money as well.  This service is available for only $9500 which is much less than it would be if each company had to go out and survey people from across the country. 

There are concerns about how reliable the people in the network are.  All of them are in it for the money, how can we be sure they aren’t just trying to get it over with as quickly as possible?  A new idea like this is always extremely risky, companies spend millions of dollars a year on marketing, and even more if they have to fix their image.  If you were in charge of one of these massive companies, would you risk your company image for the savings this service provides?

John Smith

In Response to Professor Johnson 
Regarding Smith

In tough economic times people at least consider options they wouldn’t normally even dream of, in order to try to preserve what they have.  It is extremely easy for outsiders to sit back and say somebody shouldn’t do something in order to preserve their way of life.  Especially as an American male, there is a lot of pressure for them to be able to bring home the paycheck week in and week out.  That being said, how would you like it if you had your information sold to an advertising company? 

Most of the time this would be illegal anyways as the TOS would clearly state that the participants can’t give or sell their responses or information to anybody other than what was stated.  Even if it wasn’t illegal it was just morally wrong.  This violates the AMA’s three principles and possibly even worse, it ruins the chance of later, legitimate researchers to be able to get information out of these people.

This response seems pretty cut and dry, not many people would say that innocent people should have their information sold, just for the benefit of a select few.  When privacy becomes a potential security threat is another matter.  The TSA in airlines fights this issue every single day.  People want to be safe, but yet don’t want to have to give up any of their rights. 

Where should they draw the line?  If your name is on the no fly list because you are related to somebody should that be disclosed?  Should the TSA be allowed to rifle through all of your personal belongings?  Should they be able to scan your body and put up an exact proportional replica of it on the screen for all of the agents to see?