Study says consumers skeptical

Freeman, Laurie
March 1999
Advertising Age;3/15/1999, Vol. 70 Issue 11, ps20
Trade Publication
The article presents results of a study done by Competitive Media Reporting which determined what is remembered and liked about direct-to-consumer (DTC) pharmaceutical advertising in the U.S. Prescription drug marketers spent more than $1 billion through November 1998 on advertising created to reach consumers. It found out that most pharmaceutical dollars are spent on ineffective messages. The advertising scored a 33 percent aided awareness, with several brands exceeding 60 percent awareness levels.


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