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AbstractA Study of New Product Preannouncing Advertising: Conceptual Overview and Empirical Analysis on Consumer Innovativeness and Responses
Heonsoo Jung, Ph.D.
New product preannouncing advertising is a firm's marketing strategic tool that can increase the likelihood of new product success. Despite the strategic importance of new product preannouncing advertising, little is known about it. To enhance understanding of both academician and practioners, this study explores the characteristics of new product preannouncing advertising. In addition this study empirically tests whether innovative (vs. non-innovative) consumers respond to new product preannouncing advertising more positively. The empirical results show that innovators have more interests, respond more positively, and give more credit to new product preannouncing advertising. Apart from hypothesis testing results, this study provides interesting results about consumer response to new product preannouncing advertising.
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