Abstract:

The primary research objective was to establish whether the series of advertisements adequately communicates Distalgesic's versatility;

2. To establish GP's responses to each advertisement in terms of its initial impact, appeal and credibility;

3. To establish at an analytical level GP's responses to the visual, the headline and the copy in each instance in terms of comprehension, communication and possible misunderstandings;

4. To establish whether the different conditions are shown and the different advertising treatments appear to GPs to form a cogent and unified campaign.