RT Journal Article
SR Electronic
T1 The Relationship between Competitive Pricing and Direct-to-Consumer Advertising
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP JAR-2019-025
DO 10.2501/JAR-2019-025
A1 Abhik Roy
A1 Mary E. Schramm
YR 2019
UL http://www.journalofadvertisingresearch.com/content/early/2019/06/21/JAR-2019-025.abstract
AB 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.