a nonpersonal, paid communication about an organization, product, or idea by an identified sponser. ...
Post on 03-Jan-2016
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Advertising
A nonpersonal, paid communication about an organization, product, or idea by an identified sponser.
It is one of the elements of the promotional mix
Advertising
Effects of advertising
Several similarities and some distinct differences from advertising of consumer goods.
Idiosyncrasies of pharm advertising
1. Advertising is directed to the prescriber not the final consumer
2. The target audience is identifiable
3. The company image is important
4. Scientific journal reputation is key
The characteristic idiosyncrasies of pharm marketing
5. Advertisement readership is higher than for consumer products
6. Pyramid of influence
Cont’d
Pharmaceutical promotion is regulated
Aspects of pharmacy advertising
Channels and activities
Push and Pull strategy
Objective setting
Budget definition and allocation
Message decision
Media selection
Production
evaluation
Advertising planning and development
Advertising is a one-way communication whose purpose is to inform potential customers about products and services and how to obtain them.
Promotion involves disseminating information about a product, product line, brand, or company
Advertising Promotion
Time Long term Short term
PriceExpensive in most cases Not very
expensive in most cases.
Suitable forMedium to large companies Small to large
companies
SalesAssumption that it will lead to
salesDirectly related
to sales.
ExampleGiving an advertisement in the
newspaper about the major products of a company
Giving free products,
coupons etc.
About A type of marketing tool A type of marketing tool
Purpose Increase sales, brand building. Increase sales.Result Slowly very Soon
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