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A mature cardiovascular product (loop diuretic) was selected as the study drug.
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The physician market was segmented into three equal cells: Low Advertising, Medium Advertising, and High Advertising.
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The cells were equally balanced for:
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Physicians
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Major cities
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Market share of test product
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SMSA (Standard Metropolitan Statistical Areas)
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New prescriptions
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States
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$ amounts of product sold
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Distribution across US
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The Low Advertising cell (control cell) was allocated 74 ad insertions in 10 journals, yielding 1.8 million ad exposures.
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The Medium Advertising cell was allocated 131 ad insertions in 15 journals, yielding 3.7 million ad exposures.
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The High Advertising cell was allocated 192 ad insertions in 15 journals, yielding 5.8 million ad exposures.
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All physicians were exposed to the same advertising campaign over a 12 month period.
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All other promotional efforts were held constant across the three cells.
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An advertising campaign was conducted between May 1991 and April 1992. Performance tracking continued through September 1992.
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During the test period, sales were flat for the product's therapeutic category. |
