PT  - JOURNAL ARTICLE
AU  - Roy, Abhik
AU  - Schramm, Mary E.
TI  - The Relationship between Competitive Pricing and Direct-to-Consumer Advertising
AID  - 10.2501/JAR-2019-025
DP  - 2019 Jun 25
TA  - Journal of Advertising Research
PG  - JAR-2019-025
4099  - http://www.journalofadvertisingresearch.com/content/early/2019/06/21/JAR-2019-025.short
4100  - http://www.journalofadvertisingresearch.com/content/early/2019/06/21/JAR-2019-025.full
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.