The Effects of Publicity on Demand: The Case of Anti-Cholesterol Drugs

Over the past 10 years there has been increased recognition of the importance of publicity as a means of generating product awareness. Despite this, previous research has seldom investigated the impact of publicity on demand. We contribute to the literature by (i) proposing a new method for the interpretation of publicity data, one that maps the information in news articles (or broadcasts) to a multidimensional attribute space; (ii)...