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| Medium Designator (05) | : | Controlled trial |
| Author, Monographic (07) | : | =American Business Press//=Advertising Research Foundation |
| Title, Monographic (09) | : | Product growth: how can it be achieved in an era of tighter resources? The ARF/ABP pharmaceutical study |
| Place of Publication (18) | : | New York |
| Publisher Name (19) | : | American Business Press |
| Date of Publication (20) | : | 1993 |
| Volume ID (22) | : | 15970 |
| Extent of Work (26) | : | 10 |
| Packaging Method (27) | : | pages |
| Availability (37) | : | American Business Press 675 Third Avenue New York, N. Y. 10017 United States T: +212-661-6360 F: +212-370-0736 |
| Notes (42) | : | Reviewed in: Ned Matalia, Medical Marketing & Media 1994;29(5):12-14, 16, 18-20. Methodology note: The report does not provide any details about the physicians who participated or how they were selected. Therefore, increases in prescriptions by physician |
| Abstract (43) | : | Higher levels of journal advertising can: result in heightened awareness of a product and its sales message; yield more prescriptions and greater market share; generate additional sales revenues; and provide a higher return on investment. Also the longer a journal ad campaign is sustained, the greater its influence in each of the above areas. Its effect accumulates over time, and with constant advertising pressure, builds to its full impact. |
| Keywords (45) | : | *controlled trial/United States/journal advertisements/ analysis of prescribing pattern/ ad recognition/ doctors/INFLUENCE OF PROMOTION: MARKET SHARE/INFLUENCE OF PROMOTION: PRESCRIBING, DRUG USE/PROMOTIONAL TECHNIQUES: JOURNAL ADVERTISEMENTS |
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