New Product Introductions in the Brand “Echoverse”: Owned, Earned, and Paid Media Communications Effectiveness Pre- and Post- Product Launch
(A2019-9203)

AUTHORS

Olga Ungureanu, BI Norwegian Business School; Rutger van Oest, BI Norwegian Business School; koen pauwels, Northeastern university

KEYWORDS

new product introductions; pre- and post- launch; media communications

ABSTRACT

Owned, paid, and earned media reinforce each other and impact firm performance in the brand “echoverse”. However, these effects may change surrounding new product introductions because the pre- and post-launch time periods differ with respect to a) information availability and uncertainty, and b) the role of different media. Understanding the effectiveness of different types of media in the pre- and post- product launch periods is critical for leveraging owned and paid media to increase new product success. Pre-launch, owned and paid media play a defining role in creating demand and expectations for the product. Furthermore, firms have the most control over the information available to the public. In contrast, more information becomes available post-launch, reflecting customer satisfaction and product experience. The objective of this paper is to quantify the relative effects of owned, earned, and paid media on firm value pre- compared to post- launch.