Healthy Skepticism Library item: 3947

Warning: This library includes all items relevant to health product marketing that we are aware of regardless of quality. Often we do not agree with all or part of the contents.

Publication type: Journal Article

The effect of journal advertising on market shares of new prescriptions
Health Care Communications Inc 1989;

Abstract:

This study shows that given an effective sales theme, journal advertising will raise a product’s share of new prescriptions. It also shows that while advertising can increase market shares on its own, maximum sales impact is achieved through the combined use of detailing plus journal advertising. Additionally, the results show that if ads score above the norm on specific ad performance criteria, increases in market share can be predicted.

Keywords:
*analytic survey/United States/journal advertisements/sales representatives/market share/ ad recognition/ analysis of prescribing pattern/INFLUENCE OF PROMOTION: MARKET SHARE/PROMOTIONAL TECHNIQUES: DETAILING/PROMOTIONAL TECHNIQUES: JOURNAL ADVERTISEMENTS