You are not currently logged in.
Access JSTOR through your library or other institution:
If You Use a Screen ReaderThis content is available through Read Online (Free) program, which relies on page scans. Since scans are not currently available to screen readers, please contact JSTOR User Support for access. We'll provide a PDF copy for your screen reader.
Temporal Differences in the Role of Marketing Communication in New Product Categories
Sridhar Narayanan, Puneet Manchanda and Pradeep K. Chintagunta
Journal of Marketing Research
Vol. 42, No. 3 (Aug., 2005), pp. 278-290
Published by: American Marketing Association
Stable URL: http://www.jstor.org/stable/30162372
Page Count: 13
You can always find the topics here!Topics: Physicians, Marketing, Brands, Prescription drugs, Drug prescriptions, Statistical variance, Risk aversion, Pharmaceutical preparations, Advertising research, Allergies
Were these topics helpful?See something inaccurate? Let us know!
Select the topics that are inaccurate.
Since scans are not currently available to screen readers, please contact JSTOR User Support for access. We'll provide a PDF copy for your screen reader.
Preview not available
The authors investigate the changing role of marketing communication over the life cycle of a new product category. They postulate two effects of marketing communication on consumers' choices: an "indirect effect" through reduction of uncertainty about product quality and a "direct effect" (i.e., more is better). The authors expect that the indirect effect is relatively larger in the early, postlaunch stages. They develop a structural model of demand that allows for such temporal differences in the roles of marketing communication. They use a random coefficients discrete choice model with a Bayesian learning process to model physician learning about new drugs and market-level data for the prescription antihistamines category. They find that marketing communication has a primarily indirect effect 6-14 months after introduction but that the direct effect subsequently dominates. The results suggest that firms should follow a pattern of heavier communication at the introduction phase followed by lower levels.
Journal of Marketing Research © 2005 American Marketing Association