Advertising Strategies and Performance of the Pharmaceutical Industry in Economic Recession: Educational Implications with a Comparison to the Manufacturing Industry

This study examines the impact of advertising strategy costs on sales performance in the pharmaceutical and manufacturing industries. The pharmaceutical industry uses tailored marketing and mass media during new product launches to boost sales and market share, while the manufacturing industry focuses on productivity, distribution efficiency, and price competitiveness. Digital transformation significantly benefits personalized marketing in pharmaceuticals but has a lower impact in manufacturing. Descriptive statistics reveal higher ADV and TRAIN investments in pharmaceuticals, while manufacturing shows greater profitability (BNPF%). Regression analysis highlights advertising costs and asset size as key drivers for pharmaceutical performance, whereas productivity is more crucial for manufacturing. In conclusion, pharmaceuticals capture broader variability with lower R², while manufacturing achieves higher R², favoring measurable quantitative factors. This study highlights the distinct strategies and financial structures of the two industries.