Introducing New Products Without Advertising

Abstract

Considers alternative methods of new product introduction in environments where the assumptions about advertising′s benefits no longer hold. Examines promotion‐driven introduction, distribution introduction, PR‐driven introduction, and new products from umbrella propositions. Summarizes that advertising is no longer all‐powerful, so other product introduction tools must be used.

Citation

Hastings, H. (1990), "Introducing New Products Without Advertising", Journal of Consumer Marketing, Vol. 7 No. 3, pp. 19-25. https://doi.org/10.1108/EUM0000000002579