Justifying our advertising budgets

Article Abstract:

Advertising campaigns are more successful if they are designed to consolidate brand loyalty rather than to attract consumers who normally buy other products. Non-persuasive advertising can be particularly effective in large-scale advertising campaigns. Consumers tend to remain loyal to more than multiple brands. Advertising techniques that emphasise brand quality help to imprint the product in consumer memory.

Methods, Advertising, Advertising campaigns

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The market performance of pharmaceutical brands

Article Abstract:

Recent research has focused on the brand performance measures of pharmaceutical drugs. It has shown how large and small drugs differ and has assessed the brand performance measures for specific drugs. It has established a basic framework for the characteristics which distinguish large and small brands, and has looked at how prescribing loyalty varies across different drugs.

Pharmaceutical industry

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Long run loyalty: an exploratory study

Article Abstract:

An analysis of an exploratory study of doctors, their prescribing decisions and long-term brand loyalty is presented and compared to an analysis of consumer buying behaviour in the grocery market. The results of the study gives new insights into loyalty patterns in the pharmaceutical market, which can be translated into the grocery market.

Market Research, Physicians, Medical professions

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