Healthy Skepticism Library item: 8172

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: Journal Article

Yaguda S.
Take to the air by radio
Pharmaceutical Executive 1998 Mar; 18:72, 74, 76

Abstract:

The use of radio by prescription drug marketers to reach specific consumers more easily is described, including a discussion of radio’s cost-efficiency and targetability, and the advantages of its use compared with other media such as newspaper and television.

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As an advertising man, I can assure you that advertising which does not work does not continue to run. If experience did not show beyond doubt that the great majority of doctors are splendidly responsive to current [prescription drug] advertising, new techniques would be devised in short order. And if, indeed, candor, accuracy, scientific completeness, and a permanent ban on cartoons came to be essential for the successful promotion of [prescription] drugs, advertising would have no choice but to comply.
- Pierre R. Garai (advertising executive) 1963