1. 1) If you indiscriminately change campaigns you:
2. - Lose the cumulative effect of a winning concept
3. - Don't allow the dynamics of testing to work
4. - Make a patchwork quilt of the company's image
5. 2) Just because you are sick of the same marketing campaign does not mean that the market is also
6. 3) Testing is the only mechanism that should tempt you to abandon a campaign

1) The Coca-Cola 'New Coke' experience. Their market rejected it in favour of the original.

2) Market responses of 1-5% mean that 'saturation' is a long way off

3) Products that are steady sellers should not necessarily be removed in preference to 'Fad' items