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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)
  • Abstract:

    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


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Last update 4 October 2019

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