Resources Library by ANA

Acceptance of a new product relies upon communication. As an example: Introducing of disposables in French hospitals

The purpose of this paper is to show the lesson a manufacturer of disposables can learn from a study and how he used its results in a concrete way to communicate with the decision makers in order to promote his products. This shall be the object of...

Catalogue: Seminar 1973: Communication And Diversification In Pharmaceuticals, Hospital Supplies And Allied Fields

Authors: Louis Tuvee, Jean Bigant

June 1, 1973

The diversification of Boehringer Ingelheim, Ltd. through the launch of Dixarit in the United Kingdom

The paper traces the steps that were taken in the formulation of the marketing strategy of Dixarit, a new product for the prophylactic treatment of migraine. It describes the planned research programme, the development of promotional concepts, their...

Catalogue: Seminar 1973: Communication And Diversification In Pharmaceuticals, Hospital Supplies And Allied Fields

Authors: John Bames, Roger Goldsmith

June 1, 1973

A research project to ascertain the methods of promotion used to reach newly qualified and student doctors throughout the U.K.

The following paper describes a piece of qualitative Pharmaceutical Marketing Research, the need for which was created by the apparent lack of success on the part of the Client Company in promoting to younger and more junior doctors. Background...

Catalogue: Seminar 1973: Communication And Diversification In Pharmaceuticals, Hospital Supplies And Allied Fields

Author: D. G. Andrew

Company: GSK

June 1, 1973

Advertising and promotional policy and research on its effectiveness

This talk is not meant merely for scientific research people, but rather for planners In marketing and in publicity. It shows the development of an advertising and promotional policy for a newspaper and what part market research plays in it. The...

Catalogue: Seminar 1972: Marketing And Research In The Publishing Industry

Author: Basilio Riesco

June 15, 1972

Below-the-line promotion to the medical profession

From 1948 on, the pharmaceutical companies, mainly American, began to build enormous sales of branded drugs by promoting to the medical profession. In the United Kingdom their main customer has always ultimately been the National Health Service and...

Catalogue: Seminar 1971: Below-The-Line Activities

Author: D. C. Wren

June 15, 1971

The contribution of research to the planning, budgeting and evaluation of below-the-line activity

In this paper I propose to outline briefly some underlying factors leading to the growth of below-the-line activity, to describe the marketing functions performed by different types of promotional activity, and to suggest a rational approach to the...

Catalogue: Seminar 1971: Below-The-Line Activities

Author: David Lowe-Watson

Company: ESSO

June 15, 1971

Some comments

Comments about the contents of the Seminar "Below-the-line activities".

Catalogue: Seminar 1971: Below-The-Line Activities

Author: M. Matthews

June 15, 1971

Report-back from working group III

There were four main points which emerged: 1. Disagreement with the view that "a brand is never the same after a price-off promotion"; 2. The need to define clearly the objectives of a particular promotion; 3. A discussion of the merits of...

Catalogue: Seminar 1971: Below-The-Line Activities

Author: Elizabeth Fallaw

June 15, 1971

Panel observation on three specific forms of brand promotion

There is a logical correlation between growing indifference to brands on the consumers' part and the increase in such "below the line activities" generated by producers. One sometimes wonders whether these activities are aimed at the consumer or at...

Catalogue: Seminar 1971: Below-The-Line Activities

Author: Coen C. J. de Koning

June 15, 1971