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.
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Distributed Lag Models of Response to a Communications Mix (Classic Reprint)
Print on DemandSeller: Forgotten Books, London, United Kingdom
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Paperback. Condition: New. Print on Demand. This book presents a groundbreaking study on the measurement of market response to strategic communications within the pharmaceutical industry. The author utilizes econometric modeling to analyze historical data, yielding valuable insights into the impact of various promotional tactics on market share. Findings suggest that journal advertising and samples/literature are particularly effective, while direct mail shows limited short-term effects. The analysis highlights the importance of aligning promotional investments with long-term objectives. This book is a reproduction of an important historical work, digitally reconstructed using state-of-the-art technology to preserve the original format. In rare cases, an imperfection in the original, such as a blemish or missing page, may be replicated in the book. print-on-demand item. Seller Inventory # 9781330295540_0
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Distributed Lag Models of Response to a Communications Mix Classic Reprint
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PAP. Condition: New. New Book. Shipped from UK. Established seller since 2000. Seller Inventory # LW-9781330295540
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Distributed Lag Models of Response to a Communications Mix Classic Reprint
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PAP. Condition: New. New Book. Shipped from UK. Established seller since 2000. Seller Inventory # LW-9781330295540
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