Advertising and the Mind of the Consumer: What Works, What Doesn't, and Why

By Max Sutherland; Alice K. Sylvester | Go to book overview

12
New product launches:
don't pull the plug too
early

Why do so many new products fail?

In the last two decades in many parts of the world the NFO MarketMindTM system of tracking has been used to monitor hundreds of product categories. In many of these categories it has been possible to observe a range of new brands or products being launched. There is no single reason for the high rate of new product failure but there is one fairly common one. This has to do with the fact that the care and attention evident at the pre- launch stage is not carried through after the 'go' button is pushed.

Not enough companies closely and continuously monitor what is happening at the product launch and in the immediate post-launch period. The result is that many of the all-important fine-tuning adjustments necessary to marketing success fail to be made. And the product crashes.

Most companies these days put a lot of money and careful attention into development of a new product. They do the same with the development of the advertising and the promotional program to back it up. They pretest the advertising and the acceptance of the product concept and try to put everything in place for the launch to succeed.

But then a funny thing happens. The launch button is pushed. And in this crucial immediate post-launch stage, the tendency is to do little more

____________________
TM
NFO MarketMind is a worldwide proprietary system of continuous surveying and databasing, owned by NFO worldwide and located at www.NFOMarketMind.com.

-148-

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Advertising and the Mind of the Consumer: What Works, What Doesn't, and Why
Table of contents

Table of contents

  • Title Page iii
  • Contents v
  • Figures vii
  • Tables xi
  • Acknowledgments xii
  • About the Authors xiv
  • Part a Why Advertising Has Remained a Mystery for So Long 1
  • Introduction 3
  • 1: Influencing People 24
  • 2: Image and Reality 32
  • 3: Subliminal Advertising 42
  • 4: Conformity 53
  • 5: The Advertising Message 64
  • 6: Silent Symbols and Badges of Identity 74
  • 7: Vicarious Experience and Virtual Reality 83
  • 8: Messages, Reminders and Rewards 97
  • 9: What's This I'm Watching? the Elements That Make Up an Ad 99
  • 10: The Limits of Advertising 134
  • Part B What Works, What Doesn't, and Why 137
  • Introduction 139
  • 11: Continuous Tracking 142
  • 12: New Product Launches 148
  • 13: Planning Campaign Strategy Around Consumers' Mental Filing Cabinets 155
  • 14: What Happens When You Stop Advertising? 161
  • 15: The Effectiveness of Funny Ads 177
  • 16: Learning to Use 15-Second Tv Commercials 189
  • 17: Seasonal Advertising 191
  • 18: Underweight Advertising 197
  • 19: Why Radio Ads Aren'T Recalled 206
  • 20: Maximizing Ad Effectiveness 220
  • 21: Sequels 228
  • 22: Corporate Tracking of Image and Issues 229
  • 23: The Web 238
  • 24: 'Mental Reach' 248
  • 25: Measurement of Advertising Effects in Memory 266
  • 26: The Buy-Ology of Mind 285
  • 27: Conclusion 287
  • Appendix How to Prompt Ad Awareness 291
  • Notes 304
  • Index 316
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