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 305
OP 323
DO 10.2501/JAR-2019-025
VO 60
IS 3
A1 Roy, Abhik
A1 Schramm, Mary E.
YR 2020
UL http://www.journalofadvertisingresearch.com/content/60/3/305.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.