Creating buzz before new product launches | Olga Ungureanu | BI Business Review 2022

December 17, 2022



Creating buzz before new product launches, is it always a good idea?
Olga Ungureanu, PhD Candidate, Department of Marketing, BI Norwegian Business School
Marketing communication strategy for new product launches often involves building buzz before the launch. We want consumers to anticipate our new product and talk about it before it is even available for purchase. Are there any potential drawbacks for firms? How useful is this really for product sales?

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