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Lessons from consumer marketing

Date of publication: February 17, 2002

Catalogue: ESOMAR Global Healthcare 2002

Author: Sharon Spiers

Abstract:

The author of this paper covers some of the requirements for producing great consumer advertising and assesses some of the implications for pharmaceutical marketing. The scope is the strategy behind great advertising. Excellent implementation is vital for success but is beyond the scope of this paper.

Sharon Spiers

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Spiers, S. (2002a, February 17). Lessons from consumer marketing. ANA - ESOMAR. Retrieved May 18, 2025, from


https://ana.esomar.org/documents/from-consumer-marketing-to-modal-marketing