NEW PRODUCT ADVERTISING: GUIDELINES FOR IMPROVEMENT

Abstract

Marketers of new products, knowing only too well that the odds for success are against them, gear all introductory marketing efforts toward having the maximum possible impact on the marketplace. The consumer promotion program may call for a high‐value direct‐mail coupon‐ing blitz or perhaps even door‐to‐door sampling shortly after the product's introduction‐efforts designed to generate high trial levels. The trade promotion program may include special incentives designed to gain favorable distribution and feature pricing. The advertising media plan will likely be heavily weighted toward the early months of the introductory period to maximize its impact.

Citation

Olsen, D.W. and Young, C. (1984), "NEW PRODUCT ADVERTISING: GUIDELINES FOR IMPROVEMENT", Journal of Consumer Marketing, Vol. 1 No. 1, pp. 28-35. https://doi.org/10.1108/eb008081