The selection of promotional media

Date of publication: March 1, 1975

Author: M. J. Batt

Abstract:

Much research has been done in the Medical Field on Readership and the overall communications field. However, such information has not in the past given sufficient information as to the types of doctors to whom manufacturers are directing their products. The target audience has been treated as just one bland amorphous mess. This paper demonstrates how doctors can be segmented in to the various types so that manufacturers can direct their promotion accordingly as well as seeing which journal, or blend of journals, can be employed to give the best exposure for their products.

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