This article applies recent developments in the statistical analysis of multi-wave attitude panels to the problem of evaluating a new product's marketing program. One advantage of this approach is the opportunity to distinguish the effects of marketer-controlled variables from word-of-mouth communication and usage experience. A comparative study of two new brands in the same market shows that effective introductory performance requires media advertising to gain awareness and product sampling to trigger word-of-mouth activity that leads to the formation of favorable attitudes.
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