Healthy Skepticism Library item: 6871

Warning: This library includes all items relevant to health product marketing that we are aware of regardless of quality. Often we do not agree with all or part of the contents.

Publication type: news

Magazines: a healthy diagnosis. Return on investment for DTC pharmaceutical advertising. A study measuring the effectiveness of allergy advertising by PERZ/HCI
Magazine Publishers of America 1999
www.magazine.org

Abstract:

This study focussed on the consumer market for allergy products. The key finding was that magazines alone – and magazines in a media mix – produce the highest return on advertising investment for DTC allergy advertisers.

Keywords:
*analytic survey/United States/DTCA/direct-to-consumer advertising/print advertisements/ad recognition/market share/INFLUENCE OF PROMOTION: MARKET SHARE/PROMOTIONAL TECHNIQUES: DIRECT-TO-CONSUMER ADVERTISING/VOLUME OF AND EXPENDITURE ON PROMOTION