Doctor's office, pharmacy light up as selling zones

Polin, Alisa
March 1999
Advertising Age;3/15/1999, Vol. 70 Issue 11, ps16
Trade Publication
The article reports on the use of targeted place-based media as a method of advertising prescription medications. One player experiencing growth in the place-based arena is the quarterly MediZine Guidebook, a free publication distributed at pharmacy counters. The publication's editorial contents focuses on various diseases and treatments. With the numbers showing the readership to be more responsive to the advertisers' message it is believed that targeted media are the prescription for an effective direct-to-consumer communication.


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