Accommodating national differences in international approaches

Date of publication: September 9, 1981


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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