INSERT MEDIA 101 | TESTING

Testing is the first step in getting started with Insert Media and is necessary to determine which programs will have the strongest ROI when purchasing more circulation. It will also provide the basis for determining success of the offer and how the creative solution supports the offer. Testing also identifies the most suitable program types for expanding a campaign's reach.

In testing, small quantities are used. This keeps initial costs reasonable while limiting risk. However, when looking at the return on investment, first-phase test results may not be viewed as overwhelmingly successful. Testing is the most expensive part of the process, but it is vital for learning the next steps. The medium's ROI is maximized to its full potential in the subsequent continuation phase by lowered unit costs associated with larger print runs and circulation commitments.

The diagram below shows the different components of a test budget.