Why do firms invest in consumer advertising with limited sales response? A shareholder perspective

• Main Authors: OSINGA, Ernst C., LEEFLANG, Peter S. H., SRINIVASAN, Shuba, WIERINGA, Jaap E.
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2011
• Subjects: stock price returns; stock price volatility; pharmaceutical marketing; advertising; time-varying parameters; Kalman filtering; Advertising and Promotion Management; Marketing
• Online Access: https://ink.library.smu.edu.sg/lkcsb_research/5436
• Institution: Singapore Management University

Marketing managers increasingly recognize the need to measure and communicate the impact of their actions on shareholder returns. This study focuses on the shareholder value effects of pharmaceutical direct-to-consumer advertising (DTCA) and direct-to-physician (DTP) marketing efforts. Although DTCA...