Current Issue : July - September Volume : 2013 Issue Number : 3 Articles : 5 Articles
Indian economy is on a boom and the market is on a continuous trail of expansion. With the market gaining grounds Indian advertising has every reason to celebrate. Businesses are looking up to advertising as a tool to cash in on lucrative business opportunities. Growth in business has lead to a consecutive boom in the advertising industry as well. After completing the project here get summary which are stated as bellows. Here we can say that people like more funny and creative kind of advertisement. Emotional advertisements are more effective than rational. So, companies are more focusing on emotional advertisement compare to rational advertisement. People like to see advertisement on television than compare to other medium of an advertisement. Because of an advertisement people shift from one product to another product, so here we can say that an advertisement can affect sells....
Background: Pharmaceutical firms heavily promote their products and may have changed marketing strategies in response\r\nto reductions in new product approvals, restrictions on some forms of promotion, and the expanding role of biologic\r\ntherapies.\r\nMethods: We used descriptive analyses of annual cross-sectional data from 2001 through 2010 to examine direct-toconsumer\r\nadvertising (DTCA) (Kantar Media) and provider-targeted promotion (IMS Health and SDI), including: (1) inflationadjusted\r\ntotal promotion spending ($ and percent of sales); (2) distribution by channel (consumer v. provider); and (3)\r\nprovider specialty both for the industry as a whole and for top-selling biologic and small molecule therapies.\r\nResults: Total promotion peaked in 2004 at US$36.1 billion (13.4% of sales). By 2010 it had declined to $27.7B (9.0% of sales).\r\nBetween 2006 and 2010, similar declines were seen for promotion to providers and DTCA (both by 25%). DTCAââ?¬â?¢s share of\r\ntotal promotion increased from 12% in 2002 to 18% in 2006, but then declined to 16% and remains highly concentrated.\r\nNumber of products promoted to providers peaked in 2004 at over 3000, and then declined 20% by 2010. In contrast to\r\ntop-selling small molecule therapies having an average of $370 million (8.8% of sales) spent on promotion, top biologics\r\nwere promoted less, with only $33 million (1.4% of sales) spent per product. Little change occurred in the composition of\r\npromotion between primary care physicians and specialists from 2001ââ?¬â??2010.\r\nConclusions: These findings suggest that pharmaceutical companies have reduced promotion following changes in the\r\npharmaceutical pipeline and patent expiry for several blockbuster drugs. Promotional strategies for biologic drugs differ\r\nsubstantially from small molecule therapies....
This research will be devoted to the study of buzz marketing, a concept that is in expansion in\r\nthe present advertising landscape, to study its relevance and importance in corporate\r\nadvertising communication. The object of this communication is to contribute to the\r\ncomprehension of the effectiveness of a buzz marketing campaign, to determine its\r\ncontribution to advertising and to analyze the relationship between the brand and the\r\nconsumer. We also propose an abstract model to establish an explicit and a direct connection\r\nbetween buzz marketing and the variables that measure its effectiveness. We examine the\r\nmoderating role of involvement on these variables. The review of the literature of this present\r\nresearch demonstrates that the effectiveness of buzz marketing will be analyzed through the\r\nmain objects pursued by companies usually namely: image to the brand, awareness to the\r\nbrand and purchasing decision....
The collapse of substantial numbers of large multinational banking corporations in recent years\r\nhas prompted regulatory authorities to raise both disclosure and transparency requirements on\r\nbanks. Banking customers have also called for additional protection against unconscionable practices, and for greater transparency and product information. The literature reveals that\r\ntransparency positively influences customer behaviour. However, the mediating effect of\r\nservice charge transparency on the relationship between corporate social responsibility and\r\ncustomer behaviour is a neglected topic. The findings in this research revealed that corporate\r\nsocial responsibility has a positive and significant influence on service charge transparency,\r\ncustomer repurchase intention and word-of-mouth intention. The results also confirmed that\r\nservice charge transparency has a positive and significant influence on customer repurchase\r\nintention and word-of-mouth. Furthermore, they revealed that service charge transparency\r\nplays a mediating role in the respective relationships between corporate social responsibility\r\nand the two dimensions of consumer behaviour, customer repurchase intention and\r\nword-of-mouth intention....
Background: There is considerable interest in the potential of private sector subsidies to increase availability and\r\naffordability of artemisinin-based combination therapies (ACTs) for malaria treatment. A cluster randomized trial of such\r\nsubsidies was conducted in 3 districts in Kenya, comprising provision of subsidized packs of paediatric ACT to retail outlets,\r\ntraining of retail staff, and community awareness activities. The results demonstrated a substantial increase in ACT\r\navailability and coverage, though patient counselling and adherence were suboptimal. We conducted a qualitative study in\r\norder to understand why these successes and limitations occurred.\r\nMethodology/Principal Findings: Eighteen focus group discussions were conducted, 9 with retailers and 9 with caregivers,\r\nto document experiences with the intervention. Respondents were positive about intervention components, praising the\r\nfocused retailer training, affordable pricing, strong promotional activities, dispensing job aids, and consumer friendly\r\npackaging, which are likely to have contributed to the positive access and coverage outcomes observed. However, many\r\nretailers still did not stock ACT, due to insufficient supplies, lack of capital and staff turnover. Advice to caregivers was poor\r\ndue to insufficient time, and poor recall of instructions. Adherence by caregivers to dosing guidelines was sub-optimal,\r\nbecause of a wish to save tablets for other episodes, doses being required at night, stopping treatment when the child felt\r\nbetter, and the number and bitter taste of the tablets. Caregivers used a number of strategies to obtain paediatric ACT for\r\nolder age groups.\r\nConclusions/Significance: This study has highlighted that important components of a successful ACT subsidy intervention\r\nare regular retailer training, affordable pricing, a reliable supply chain and community mobilization emphasizing patient\r\nadherence and when to seek further care....
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