Towards making better new product ads

Date of publication: June 15, 1985

Author: David W. Olson

Abstract:

This paper reviews several recently-published studies, all of which provide practitioners with some research-based guidelines on how to make more effective new product advertising. These studies begin to fill a gap which has existed in the otherwise expansive literature on new product marketing which has developed in the past decade.

  • PDF
  • This could also be of interest