The Relationship between Competitive Pricing and Direct-to-Consumer Advertising

Autor:	Mary E. Schramm, Abhik Roy
Rok vydání:	2019
Předmět:	Marketing Direct-to-consumer advertising Leverage (finance) business.industry Communication 05 social sciences Advertising Competitor analysis Oligopoly 0502 economics and business 050211 marketing business 050203 business & management Integrated marketing communications Pharmaceutical industry
Zdroj:	Journal of Advertising Research. 60:305-323
ISSN:	0021-8499
DOI:	10.2501/jar-2019-025
Popis:	The oligopolistic nature of the U.S. pharmaceutical industry presents its members with a unique opportunity to leverage the interaction between competitive pricing strategy and promotion strategy. Previous studies have examined the role of direct-to-consumer advertising in influencing demand and sales; this study emphasizes the impact of consumer advertising on a supply-side phenomenon, the setting of prices relative to those of close competitors.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::38864090d67cbe63f9eb9831da36c9e1 https://doi.org/10.2501/jar-2019-025 Zobrazit plný text záznamu