Testing market positioning themes: a perceptual mapping approach

The purpose of this article was to examine a research method designed for testing marketing communication themes. The theme testing approach, which was based on perceptual mapping procedures, focused on communication potency issues such as the degree to which the communication achieves marketing communication objectives, is compatible with the image of the source, is compatible with the target consumers' preferences and is differentiated from competitors' market positions. The results of convergent and discriminant validity tests suggested strong support for the theme testing method.