Accommodating national differences in international approaches

Date of publication: September 9, 1981

Abstract:

The paper sets out to discuss some general aspects which affect the communicative value of pharmaceutical advertising effectiveness in general. After some general statements on international campaigns as a means to communicate with doctors a relatively simple study is presented which indicates what type of creative execution suits best in Holland and Great Britain given a certain product. This as a part of the total marketing research effort necessary to back up the (international) communication strategy.

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