Comment—On the Awareness Effects of Mere Distribution

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. Marketing Sci.3 (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. J. Marketing Res.10 (February) 34–37.]).