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.
This could also be of interest:
Research Papers
Sales promotion
Catalogue: Seminar 1985: Below-The-Line And Sponsoring
Author: Gerry Postlethwaite
 
November 6, 1985
Research Papers
Philip Morris uses research based sales promotion
Catalogue: ESOMAR Congress 1968
Author: Bernard Krief
 
June 15, 1968
Research Papers
Understanding promotion effectiveness and profitability
Catalogue: ESOMAR Congress 1996: Changing Business Dynamics
Authors: Kenneth J. Wisniewski, Phillip A. Cartwright
Companies: Nielsen, Ernst and Young Services Pty Ltd
September 1, 1996
