Final answer:
Perceptual maps assist businesses in identifying market gaps, understanding consumer behaviors, and positioning products strategically against competitors, which can indirectly inform promotional campaign evaluations.
Step-by-step explanation:
A perceptual map is a visual tool used in marketing to compare different products based on various attributes that are important to consumers. Current or potential market players can use perceptual maps to their advantage in several ways. By plotting products on a perceptual map, a business can identify gaps in the market for new product development, tailoring offerings to meet unfulfilled consumer needs. Additionally, the map helps companies understand consumer preferences and behavior, making it easier to adjust product features or marketing strategies. It also allows for the strategic positioning of products relative to competitors, helping differentiate offerings in the marketplace. Although not directly related to evaluating promotional campaigns, the insights gained from a perceptual map could inform such evaluations indirectly by understanding market positioning and consumer perceptions.