Knowledge@wharton

With more and more advertising vehicles crowding today’s marketing environment -- including traditional print television and radio ads product placements Internet buzz viral campaigns and cell phone messaging -- marketers have new opportunities to reach vast pools of potential customers. But the tangle of options also requires any successful marketing plan to take into account the nature of the product its durability in the public’s mind and the advertising budget needed to make it all work. As Wharton professor David Bell notes: It’s very hard to find ”the one big lever that can reach a whole lot of people in a way that is cost-effective.” Knowledge at Wharton asked four Wharton marketing professors how they would go about launching two hypothetical products a summer blockbuster movie and a cell phone. See acast.com/privacy for privacy and opt-out information.