Thomson, Ross
April 2008
Medical Marketing & Media;Apr2008, Vol. 43 Issue 4, p56
Trade Publication
The author relates the logic of an expression, the rule of the tool, to the marketing strategy of the pharmaceutical industry. He explains that the rule of the tool talks about a person who believes that every task seem to be completed using a screwdriver, even when it is the wrong tool. He also links the logical expression to a restrictive creative approach in pharmaceutical advertising. Moreover, other comments on the advertising campaign in the pharmaceutical market are offered.


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