Distributed Lag Models of Response to a Communications Mix (Classic Reprint) - Hardcover

David Bruce Montgomery

Hardcover

ISBN 10: 0331554119 ISBN 13: 9780331554113

Publisher: Forgotten Books, 2018

Synopsis

Understanding how a company’s communications mix moves market share over time

Learn how different advertising and outreach channels affect physician prescribing in this detailed study. You’ll see which elements drive a drug’s share and how effects develop and fade across several months.

Set in the ethical drug market, the analysis examines journal advertising, direct mail, samples and literature, and detailing. It uses market share of new prescriptions to measure response and compares several model structures to find which best describes timing and strength of effects. The goal is to help decision makers learn from past data and design better communication plans.

• Identify how journal advertising, direct mail, samples, and detailing differ in their impact on market share.
• Explore how effects unfold over time, including short-run, quarterly, and long-run patterns.
• See how distributed lag models reveal the buildup and decay of responses after expenditures.
• Learn how data and measurement systems support model-based marketing analyses.

Ideal for readers of marketing research, pharmaceutical advertising strategy, and managers looking to improve how they plan communications spend.

Edition details

• Publisher: Forgotten Books
• Publication date: 2018
• Language: English
• ISBN 10: 0331554119
• ISBN 13: 9780331554113
• Binding: Hardcover
• Number of pages: 113