Back

Reducing promotion costs

Date of publication: June 15, 1979

Catalogue: Seminar 1979: The Changing Environment For Pharmaceutical Marketing

Authors: Colin N. Maitland, J. Vanamali

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

Author

This is a long description of some author details.

J. Vanamali

Author

This is a long description of some author details.

This could also be of interest:

Research Papers

Sales promotion

Catalogue: Seminar 1985: Below-The-Line And Sponsoring

Author: Gerry Postlethwaite

 

November 6, 1985

×

Citation

Postlethwaite, G. (1985a, November 06). Sales promotion. ANA - ESOMAR. Retrieved April 19, 2024, from


https://ana.esomar.org/documents/sales-promotion


Research Papers

Philip Morris uses research based sales promotion

Catalogue: ESOMAR Congress 1968

Author: Bernard Krief

 

June 15, 1968

×

Citation

Krief, B. (1968a, June 15). Philip Morris uses research based sales promotion. ANA - ESOMAR. Retrieved April 19, 2024, from


https://ana.esomar.org/documents/philip-morris-uses-research-based-sales-promotion


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

×

Citation

Wisniewski and Cartwright (1996a, September 01). Understanding promotion effectiveness and profitability . ANA - ESOMAR. Retrieved April 19, 2024, from


https://ana.esomar.org/documents/understanding-promotion-effectiveness-and-profitability-


  • PDF
Fad and progress in motivation research Authors: Herta Herzog
Methodological considerations regarding marketing research for consumer durable goods Authors: Leif Holbaek-Hanssen
Service after sale and studies of market for business Authors: Archibald Maddock Crossley
Some comments on the use of 3D and strip film Authors: Henry Charles Briant
The "steps-and-parts" model for polling Authors: Stuart Carter Dodd, Chahin Turabian
What are durable and capital goods? Authors: N. H. Pearson
Advertising and marketing research (French) Authors: Philippe De Vendeuvre
Consumers economic expectations and intentions as revealed by sample surveys Authors: Henry Durant
Economic forecasts with special reference to field studies Authors: Jan van Rees
Market research for petroleum products in the automotive field Authors: D. Leerentveld
×

Citation

Maitland and Vanamali (1979a, June 15). Reducing promotion costs. ANA - ESOMAR. Retrieved April 19, 2024, from


https://ana.esomar.org/documents/understanding-promotion-effectiveness-and-profitability-