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

David Bruce Montgomery

ISBN 10: 1330295544 ISBN 13: 9781330295540

Published by Forgotten Books, 2017

Language: English

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Condition: New Soft cover

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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.

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Bibliographic Details

Title

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

Publisher

Forgotten Books

Publication Date

2017

Language

English

ISBN 10

1330295544

ISBN 13

9781330295540

Binding

Paperback

Condition

New

Book Type

print-on-demand item

Seller catalogs

Marketing

About this title

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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Store Description

Forgotten Books? Classic Reprint Series utilizes the latest technology to regenerate facsimiles of historically important writings. Careful attention has been made to accurately preserve the original format of each page whilst digitally enhancing the quality of the aged text.

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