ABSTRACT
Communications, or advertising as it is commonly called, is normally one of the key elements of a new-product launching. Where the market is broad, as it is for a new office copier or a new cleansing agent, the communications program becomes the pivotal element of the introduction program—and one of the major cost considerations as well. The significance of communications to most products falls somewhere between the extremes. Communications may well be a significant element in product success, and the cost of communications may well be a significant factor in product economics, but for most industrial products it is not a dominating factor. Space advertising is so well understood and thought of as the key element in communications that most people understand its characteristics well. The preparation activities relate to the preparation of the advertising message in the most effective form and its production into the mechanical form needed by the media to integrate it into its production.
