Abstract:

This paper attempts to see how market researchers can plan to make use of this third emotional image area to help sell their products. There are perhaps some consumer marketing practices from which pharmaceutical companies could learn. We try to examine the differences in the approach to marketing a consumer product and a pharmaceutical product both before launch and during the product life cycle. The paper also tries to see what sort of changes might be necessary within the marketing and market research group. We look at research techniques and approaches which can help in the definition, planning for and regular measurement of this part of the image.