haku: @indexterm pharmaceutical industry / yhteensä: 673
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| Tekijä: | Saxton, K. |
| Otsikko: | Rx for brand consistency: Should pharmaceutical marketers send different messages to physician and consumer audiences? |
| Lehti: | Journal of Advertising Research
2011 : JUN, VOL 51:2, p. 380-393 |
| Asiasana: | pharmaceutical industry advertising effectiveness advertising marketing strategy USA |
| Kieli: | eng |
| Tiivistelmä: | The paper discusses the issue whether pharmaceutical firms in the U.S. should advertise similarly to physicians and patients or should they customize the advertisements to target these customer groups separately. The authors conduct a study that examines the impact of advertising similarity on advertising effectiveness. The results of the study indicate that customizing advertising messages to target customers is significantly more effective than non-customized ads, even when the customer groups interact with each other in brand choice - like physicians and patients do. |
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