Abstract
The role of advertising and marketing communications in Premarketing
DeRyong, Lyi, Ph.D. (Professor, Dept. of Advertising and Public Relations, Chung-Ang University)
Pil Wha, Yoo, Ph.D. (Professor, School of Business Administation, SungKyunKwan University)
Sang Man, Han, Ph.D. (Associate Professor, School of Business Administration SungKyunKwan University)
As the importance of successful new product introduction increases, the role of premarketing becomes more crucial in the marketing managers planning of a new product introduction strategy. However, there are only a flew studies which shed light on how to plan and implement premarketing. Marketing managers want to know whether they should spend money on premarketing, when is the optimal premarketing launching timing, how much they should spend, which tools are relevant for the specific situation and purpose of the premarketing, and how they can measure the effectiveness of the premarketing. There are more issues which remain to be answered for both academicians and practitioners than the issues which can be answered based on the research done so far.
The three key parts of our study are as follows:
First, we summarize the research findings and provide a theoretical framework of premarketing. To this end, we have developed a conceptual framework of premarketing which consists of the situational & amp; motivational factors, the components of premarketing strategy (when, how much, which tools, what information), and the effects of premarketing in terms of consumer response, trade support, company & amp; brand image, and competitor reactions.
Second, we provide the definitions of different types of premarketing tools and introduce actual case analyses of those premarketing tools in the context of domestic and foreign leading companies. We follow Muhrle (1995)s typology of premarketing tools, and we use six case analyses of leading companies namely, Euro-Disney, Proctor & amp; Gamble, Intercity Express in Germany, The movie God Father III, Mercedes Benz, and Samsung Motor Company.
Third, we have carried out an empirical study to describe how premarketing is actually used in different industries in Korea to pvovide some important guidelines for managers to use when they plan and implement a premarketing campaign. In order to accomplish this end, we have done 10 in-depth interviews with marketing managers and have collected 200 samples of products in 11 different industries. The results of the empirical study can be very useful for both academicians for possible future research and practitioners for their implementation of premarketing strategies.
Future research is needed for decision support models which can predict optimal premarketing timing, budget size, and tools. The empirical data of this research can be used to provide input for an introductory decision support modeling system. We predict the increased importance of decision support models in the future due to the development of data management and information technology.