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The development of a technique for measuring the reactions of general practitioners to mailing pieces and journal advertisements

Date of publication: June 15, 1970

Catalogue: Seminar 1970: The Marketing Of Pharmaceutical Products

Author: W. A. K. Frost

Abstract:

In May 1968, ML Medical Surveys Centre commenced the development of a systematic methodology for studying the reactions of General Practitioners to mailings and journal advertisements. This paper describes the work we have been engaged upon and does so in four main sections: 1. Initial concepts and objectives; 2 . The programme of research and development; 3 . Some typical test results; 4. Evidence and comments on sensitivity, reliability and validity.

W. A. K. Frost

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Frost, W. A. (1970a, June 15). The development of a technique for measuring the reactions of general practitioners to mailing pieces and journal advertisements . ANA - ESOMAR. Retrieved July 12, 2025, from


https://ana.esomar.org/documents/the-degree-of-information-in-advertisements