o    Screen alternative promotional concepts (using photos and promo copy), campaigns and themes to determine which concept or idea has the greatest chance of success.  Standard measures include, but not limited to:

• Special Trip (to take advantage of promotion)

• Order Intent

• Value

• Uniqueness

• Individual words or phrases in product description liked "best" and "least" (click on word feature).

o    Test alternative premiums, specific ad copy language, price points and deals.

o    Evaluate related print ads and POP merchandizing.

o    Get results back in 1 to 2 weeks.