NEW PRODUCT ADVERTISING: GUIDE LINES FOR IMPROVEMENT.

This paper will argue that new product advertising does have a definable and special set of characteristics which sets it apart from advertising in general, both in terms of the theoretical effects it has on consumers and in terms of how consumers in actuality respond to it. This special profile of new product commercials leads to some general suggestions or guidelines on how best to maximize the impact of a new product's introductory advertising on the marketplace. A new product ad must create both awareness and buying interest starting from a zero base. A new product commercial must communicate large amounts of information. A new product ad benefits from inherent novelty and freshness. To understand whether consumers do in fact respond differently to advertising for new products, a large body of copy testing data on both new product ads and established product ads is examined.