The value of advertising a launch

This Knowledge Point article states that most successful launches are supported by strong advertising.

The value of advertising a launch

Even in today's overcrowded markets, it is still possible for launches to be highly successful as demonstrated by this U.S. food brand. The new food brand was launched into an existing category that was crowded and heavily promoted. Yet within five years, the brand had become almost universally known.

Brand A became almost universally known in just a few years…: Total Brand Awareness

Consistent advertising with strong brand cues was used to generate both rational and emotional imagery. This helped the brand to achieve a consideration level of 57 percent — the highest level...

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