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Comment—On the Awareness Effects of Mere Distribution

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  • Roger M. Heeler

    (York University)

Abstract

Awareness forecasting models, such as those discussed in Mahajan, Muller, and Sharma (Mahajan, V., E. Muller, S. Sharma. 1984. An empirical comparison of awareness forecasting models of new product introduction. (Summer) 179–197.), will be incomplete until they take account of the awareness effects of mere distribution. Distribution acts as both a main effect and as an interactive partner with advertising (and promotion) in the generation of awareness. Advertising in turn leads to distribution (Heeler et al. [Heeler, R. M., M. J. Kearney, B. J. Mehaffey. 1973. Modelling supermarket product selection. (February) 34–37.]).

Suggested Citation

  • Roger M. Heeler, 1986. "Comment—On the Awareness Effects of Mere Distribution," Marketing Science, INFORMS, vol. 5(3), pages 273-273.
    • Handle: RePEc:inm:ormksc:v:5:y:1986:i:3:p:273-273
    DOI: 10.1287/mksc.5.3.273
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    Cited by:

    1. Sattler, Henrik & Völckner, Franziska & Riediger, Claudia & Ringle, Christian M., 2010. "The impact of brand extension success drivers on brand extension price premiums," International Journal of Research in Marketing, Elsevier, vol. 27(4), pages 319-328.
    2. Vakratsas, Demetrios, 2008. "The effects of advertising, prices and distribution on market share volatility," European Journal of Operational Research, Elsevier, vol. 187(1), pages 283-293, May.

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