Healthy Skepticism Library item: 9666

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

Labson D.
Measuring the effectiveness of nonjournal media
Pharmaceutica Executive 1985 Jun; 5:48-51

Abstract:

Evaluating the effectiveness of advertising in nonjournal media is discussed. The direct approach includes test marketing, mathematical analyses and prescription audits. The indirect approach measures use and cost per use by medium. It is concluded that the approach to measuring the effectiveness of nonjournal media depends on how much money a company wishes to spend, how much time it has to obtain results, and the level of commitment it is willing to make.