IJRM Best Article Award
Introduction
Alexa B. Burmester, Jan U. Becker, Harald J. van Heerde and Michel Clement have won this EMAC award for 2015
2015 IJRM Best Article Award
The European Marketing Academy (EMAC) and the International Journal of Research in Marketing (IJRM) are pleased to announce the winners of the 2015 IJRM Best Article Award:
. Alexa B. Burmester, Jan U. Becker, Harald J. van Heerde, Michel Clement. International Journal of Research in Marketing, Volume 32 (4), Pages 408-417
Abstract
When companies launch new products, they need to understand the impact of publicity and advertising on sales. What is their relative effectiveness? Do they strengthen each other (have a positive interaction effect) or weaken each other (have a negative interaction effect)? Further, does the timing of these activities (before or after launch) affect their impact on sales? This paper develops hypotheses regarding the elasticities of pre- and post-launch publicity and advertising on sales. The hypotheses are tested on a large-scale empirical data set that tracks sales, publicity, and advertising for 3336 video games across 52 weeks covering the pre- and post-launch phases. The results demonstrate that pre-launch publicity is more effective than pre-launch advertising but that the reverse is true post-launch. Surprisingly, the analysis reveals a negative interaction effect between pre-launch advertising and publicity, which means that publicity becomes less effective when it is accompanied by higher levels of advertising for the same product. Simulations indicate that companies can gain most sales by focusing on publicity pre-launch, and that there is little benefit from increasing publicity and advertising during the same phase, which is consistent with negative (pre-launch) and zero (post-launch) interaction
Selection process:
The winning article was chosen from two rounds of voting open to all the members of the IJRM Editorial Board only. In the first round, each voter could nominate up to three (3) papers that were published in IJRM in 2015. Three (3) papers received the most nominations and they composed the shortlist. In the second/final round, the Board Members voted for one paper from the shortlist. The winning paper is the one that received the most votes.
Three Finalists:
The predictive ability of different customer feedback metrics for retention. Evert de Haan, Peter C. Verhoef, Thorsten Wiesel. Pages 195-206, Volume 32 (2) 2015.
Advance payment systems: Paying too much today and being satisfied tomorrow. Fabian Schulz, Christian Schlereth, Nina Mazar, Bernd Skiera. Pages 238-250, Volume 32 (3) 2015.
The impact of pre- and post-launch publicity and advertising on new product sales. Alexa B. Burmester, Jan U. Becker, Harald J. van Heerde, Michel Clement. Pages 408-417, Volume 32 (4) 2015.
