Advertising as a source of information for consumers: What can it be expected to communicate?
- At: 2004 FIP Congress in New Orleans (USA)
- Type: Presentation
- By: DARRACOTT, Helen (Proprietary Association of Great Britain, London, United Kingdom)
Advertising messages are short because research shows only 1 or 2 messages can be conveyed in any advertisement. The key messages are? – Product name, use, and instruction to read the leaflet and label and/or ask their pharmacist for advice. The British are very conservative users of medicines. With over 80% of purchases being repeat purchases.. The access to the whole abstract and the presentation file is available to FIP members and to congress participants of that specific congress.