This short paper is an attempt to outline some considerations, approaches and problems found in researching advertisements aimed at influencing doctors, particularly drawing attention to those problems which occur in new product advertisements. Advertisement pre-testing can range from trying to help find a creative concept, through the development of that concept in layout form, to a pre-test of the advertisement as it is intended to be seen. The scope of this paper is limited to the latter type of research - the final pre-test.
Catalogue: Seminar 1977: Foresight Or Hindsight?
Authors: B. Haigh, M. Young, Colin N. Maitland
March 1, 1977
Reducing promotion costs
Catalogue: Seminar 1979: The Changing Environment For Pharmaceutical Marketing
Authors: Colin N. Maitland, J. Vanamali
June 15, 1979
Me too and us
Catalogue: Seminar 1983: Information For Decision Making In The Pharmaceutical Industry
Author: Colin N. Maitland
June 15, 1983
- This could also be of interest