Reducing promotion costs

Date of publication: June 15, 1979

Abstract:

The purpose of this paper is to show that frequently the biggest variables in the effectiveness of a communication campaign with doctors are the message and creative concept. It will attempt to show that heavy expenditure on a campaign does not ensure success and that by judicious use of market research a better effect can often be achieved with a smaller budget.

Colin N. Maitland

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J. Vanamali

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