СтаттяЗовнішня публікація27 грудня 2017 р.

Analysis of Advertisement Financial Efficiency in Pharmaceutical Sphere

Первін ДадашоваORCIDVyacheslav Khobta

Анотація

This paper defines the main trends of pharmaceutical market development in Ukraine and presents the most common measures of the demand stimulation for pharmaceutical products, primarily advertisement. The scope of the investigation included the analysis of the impact of these measures on the companies’ revenue from sales, with the use of the panel data model, and the group of products with the low income level without advertisement was defined. The respective group was additionally analyzed with the use of cluster analysis that allowed for conclusion on the most efficient demand stimulation instruments. The obtained results show that in order to perform an efficient advertisement campaign, it is necessary to analyze statistical data regarding separate products sales with the application of the methods presented in the paper.Article received 30.04.2017

Класифікація

Домен

Social SciencesLife Sciences

Галузь

Business, Management and AccountingPharmacology, Toxicology and PharmaceuticsEconomics, Econometrics and Finance

Підгалузь

Strategy and ManagementPharmacologyEconomics and Econometrics

Тема

Business Strategy and InnovationPharmaceutical industry and healthcare★Pharmaceutical Economics and Policy

Ідентифікатори

DOI: 10.18523/2519-4739212017119787

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