The impact of pre- and post-launch publicity and advertising on new product sales Alexa B. Burmester University of Hamburg, Germany Jan U. Becker* Kühne Logistics University, Germany Harald J. van Heerde Massey University, New Zealand | Tilburg University, The Netherlands Michel Clement University of Hamburg, Germany Forthcoming: International Journal of Research in Marketing * Corresponding author: Tel.: +49 40 328707 221; Fax: +49 40 328707 209. E-mail addresses: alexa.burmester@uni-hamburg.de; jan.becker@the-klu.org; h.vanheerde@massey.ac.nz; michel@michelclement.com