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Advertising

Advertising. Advertising. A nonpersonal, paid communication about an organization, product, or idea by an id entified sponser. I t is one of the elements of the promotional mix. Effects of advertising. Idiosyncrasies of pharm advertising.

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Advertising

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  1. Advertising

  2. Advertising • A nonpersonal, paid communication about an organization, product, or idea by an identified sponser. • It is one of the elements of the promotional mix

  3. Effects of advertising

  4. Idiosyncrasies ofpharm advertising • Several similarities and some distinct differences from advertising of consumer goods.

  5. The characteristic idiosyncrasies of pharm marketing • Advertising is directed to the prescriber not the final consumer • The target audience is identifiable • The company image is important • Scientific journal reputation is key

  6. Cont’d 5. Advertisement readership is higher than for consumer products 6. Pyramid of influence

  7. Pharmaceutical promotion is regulated

  8. Aspects of pharmacy advertising

  9. Channels and activities

  10. Push and Pull strategy

  11. Advertising planning and development • Objective setting • Budget definition and allocation • Message decision • Media selection • Production • evaluation

  12. Advertising is a one-way communication whose purpose is to inform potential customers about products and services and how to obtain them.  • Promotion involves disseminating information about a product, product line, brand, or company

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