TITLE

Rx for DTC: Creativity

PUB. DATE
March 1999
SOURCE
Advertising Age;3/15/1999, Vol. 70 Issue 11, p30
SOURCE TYPE
Trade Publication
DOC. TYPE
Editorial
ABSTRACT
The article comments on the results of a survey by Campbell Mithun Esty's CME Health on consumer reaction to direct-to-consumer (DTC) advertising for prescription drugs. The survey found few consumers respond favorably to advertisements for 18 prescription brands. For 15 of those brands, this survey discloses, consumers were twice as apt to strongly dislike the advertisements as to strongly like them. Results suggest that prescription drug advertisers should improve their advertising creativity.
ACCESSION #
1662864

 

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