ABSTRACT The oligopolistic nature of the U.S. pharmaceutical industry presents its members with a unique opportunity to leverage the interaction between competitive pricing strategy and promotion strategy. Previous studies have examined the role of direct-to-consumer advertising in influencing demand and sales; this study emphasizes the impact of consumer advertising on a supply-side phenomenon, the setting of prices relative to those of close competitors.

中文翻译：

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竞争性定价与直接面向消费者的广告之间的关系

摘要美国制药业的寡头垄断性质为其成员提供了利用竞争性定价策略和促销策略之间相互作用的独特机会。先前的研究已经检验了直接面向消费者的广告在影响需求和销售中的作用；这项研究强调了消费者广告对供应方现象（相对于紧密竞争者的价格设定）的影响。