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FAST marketing
FAST marketing (the ‘Focused Advertising/Sampling Technique’) was a marketing tool devised in 1992 to create step-changes in usage of packaged goods brands; the technique combining high-intensity true-to-life advertising with large-scale product sampling. The technique fell out of general use in the early 2000s as a result of the fragmentation of television viewing, itself the result of proliferation of media choice and growing internet usage.
== Theory ==
Prof John Deighton (then of Dartmouth College, Hanover, New Hampshire) proposed in 1984 that advertising could enhance - i.e. change perceptions of - a subsequent experience of the advertised product,〔Deighton, J. 1984. The Interaction of Advertising and Evidence. ''Journal of Consumer Research'', Vol 11.〕 and four years later while at the University of Chicago with Robert M. Schindler demonstrated the principle experimentally.〔Deighton, J. & Schindler, R. 1988. Can Advertising Influence Experience? ''Psychology and Marketing'', John Wiley and Sons, Inc. Vol. 5(2).〕 In the same year, Profs Lawrence Marks and Michael Kamins of the University of Southern California demonstrated that such effects were paradoxically optimised if claims made by the advertising were not hyperbolic, i.e. were true to life.〔Marks, L. & Kamins, M. 1988. The Use of Product Sampling and Advertising: Effects of Sequence of Exposure and Degree of Advertising Claim Exaggeration on Consumers’ Belief Strength, Belief Confidence, and Attitudes. ''Journal of Marketing Research'', Vol. XXV.〕 In 1993, English adman John Bunyard, then at NW Ayer’s London office, demonstrated experimentally that systematic matching of the advertising’s premise to actual experience created increments in purchasing that could not be explained by the additive effect of advertising and product trial.〔Farr A. & Brown G. Persuasion or enhancement? An experiment. Market Research Society 1994 Conference Papers.〕 Bunyard proposed a new ‘experiential’ model whereby engineering trial of a product would take precedence over persuasive communications, and the experience itself would be psychologically optimized by accurately matching expectations set by advertising immediately beforehand.〔Benady, A. New route to advertising effectiveness? ''Marketing'', March 31, 1994.〕
抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』
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