Brendan Ward’s scientific contributions

What is this page?


This page lists works of an author who doesn't have a ResearchGate profile or hasn't added the works to their profile yet. It is automatically generated from public (personal) data to further our legitimate goal of comprehensive and accurate scientific recordkeeping. If you are this author and want this page removed, please let us know.

Publications (1)


Figure 1 of 3
Figure 2 of 3
Figure 3 of 3
Advertising archetypes’ impact on physician engagement and behavior in the context of healthcare products
  • Article
  • Full-text available

March 2018

·

1,635 Reads

·

11 Citations

Psychology and Marketing

·

Adam Persing

·

Brendan Ward

·

Allen R. DeCotiis

The pharmaceutical industry spends billions annually on marketing to physicians (over $4.3 billion in 2014). The industry as a whole has a lot of experience in determining what to say to physicians, but it is less confident when it comes to how to say it—sometimes leading to advertising that does not engage, thereby costing sales. In an effort to define a set of rule‐based guidelines for effective pharma branding, the study adapts the primary Jungian archetypes to develop the first collection of archetypal tones of voice for healthcare products. The study here demonstrates, via a series of fuzzy‐set qualitative comparative analyses that well executed ads following an archetype consistently connect with physician audiences, while nonarchetypal healthcare ads demonstrate an inconsistent performance. Such an analysis would traditionally take the form of null hypothesis significance testing (NHST), but NHST provides substantially less insights than algorithm modeling and the use of fuzzy‐set qualitative comparative analysis as this study describes.

Download

Citations (1)


... Besides, Xu's et al. research found that for small companies, advertising expenditure can put economic pressure on the business, which may have a negative impact on performance (21). Moreover, the effectiveness of corporate advertising is also affected by advertising content and efficiency (30,31). ...

Reference:

Innovation, advertising, personal selling, and sustainability in the industries massively benefited from major public health emergencies: paradoxical evidence from China
Advertising archetypes’ impact on physician engagement and behavior in the context of healthcare products

Psychology and Marketing