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Return on investment implications for pharmeceutical promotional expenditures: the role of marketing-mix interactions
In recent years, pharmaceutical companies have increased their promotional expenditures, particularly on direct-to-consumer advertising (DTC) and detailing. Given the large dollar amounts involved, this study focuses on the likely effect of such expenditures on a firm's revenues. More specifically, using data from a category of pharmaceutical products (the second-generation prescription antihistamines), the authors empirically explore the impact of interactions between pairs of marketing-mix elements on return on investment. To assess the extent to which the results are category specific, they repeat the analysis for a different pharmaceutical product category (antivirals to treat genital herpes); the analysis supports several key results. This study's principal findings include the following: (1) DTC affects category sales, but detailing does not; however, both detailing and DTC affect brand share; (2) detailing has a greater impact on revenues than does DTC; (3) detailing and DTC have long-term effects on revenue that are approximately four to seven times the current-period effects; and (4) interactions between marketing-mix elements (e.g., between price and detailing; between detailing and DTC) do not affect category sales. However, the interactions influence brand shares in a statistically significant way. The article reports notable variations on how the interactions affect revenues.Printed Journal
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| PSB lt.dasar - Pascasarjana | 1 |
| Penerbit | : American Marketing Association |
|---|---|
| Edisi | - |
| Subjek | Return on investment Pharmaceutical industry Statistical analysis Revenue Consumer advertising studies Advertising expenditures |
| ISBN/ISSN | 222429 |
| Klasifikasi | - |
| Deskripsi Fisik | - |
| Info Detail Spesifik | - |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas | Tidak Ada Data |