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| Author: | Holak, S. L. Tang, Y. E. |
| Title: | Advertising's effect on the product evolutionary cycle |
| Journal: | Journal of Marketing
1990 : JUL, VOL. 54:3, p. 16-29 |
| Index terms: | ADVERTISING PRODUCT LIFE CYCLE TOBACCO INDUSTRY USA PRODUCTS CIGARETTE INDUSTRY |
| Language: | eng |
| Abstract: | Doubts and criticism about the validity of the product life cycle concept are briefly summarized and an alternative concept, the product evolutionary cycle /PEC/ is offered, based on the evolution theory. Analogy is found between products and the dynamic transformation of Darwin's famous finches. The USA cigarette industry is used to assess the PEC framework, and the three basic forces of product evolution /management creativity, consumer behaviour and government mediation/ empirically. Product evolutionary cycle of USA tobacco industry is presented. Analysis of data and casualty tests on three levels /individual brand, intracategory and intercategory/ indicate a gradual decrease in the effect of advertising as products coexist and compete. |
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