Balloon Test
In marketing research, a projective interviewing technique in which respondents are presented with a cartoon strip in which there is a blank balloon above the heads of one or more of the characters; respondents are asked to write inside the balloons what they believe the characters are saying. It also referred to as a cartoon test.
Behavioral data
Information that describes the needs, urges, drives, desires and impulse which direct a consumer’s spending
Below-the-line advertising
All advertising by means other than five major media-the press, television, radio, cinema and outdoors; below-the-line advertising employs a variety of method- direct mail
Brand Program
The set of application through which the brand delivers value to the customer