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.
Publication Name: Marketing & Research Today (Netherlands)
Subject: Business, international
ISSN: 0923-5957
Year: 1997
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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.
Publication Name: Marketing & Research Today (Netherlands)
Subject: Business, international
ISSN: 0923-5957
Year: 1995
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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.
Publication Name: Marketing & Research Today (Netherlands)
Subject: Business, international
ISSN: 0923-5957
Year: 1997
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