Advertising

A nonpersonal, paid communication about an organization, product, or idea by an identified sponser.

It is one of the elements of the promotional mix

Advertising

Effects of advertising

Several similarities and some distinct differences from advertising of consumer goods.

Idiosyncrasies of pharm advertising

1. Advertising is directed to the prescriber not the final consumer

2. The target audience is identifiable

3. The company image is important

4. Scientific journal reputation is key

The characteristic idiosyncrasies of pharm marketing

5. Advertisement readership is higher than for consumer products

6. Pyramid of influence

Cont’d

Pharmaceutical promotion is regulated

Aspects of pharmacy advertising

Channels and activities

Push and Pull strategy

Objective setting

Budget definition and allocation

Message decision

Media selection

Production

evaluation

Advertising planning and development

Advertising is a one-way communication whose purpose is to inform potential customers about products and services and how to obtain them. 

Promotion involves disseminating information about a product, product line, brand, or company

Advertising Promotion

Time Long term Short term

PriceExpensive in most cases Not very

expensive in most cases.

Suitable forMedium to large companies Small to large

companies

SalesAssumption that it will lead to

salesDirectly related

to sales.

ExampleGiving an advertisement in the

newspaper about the major products of a company

Giving free products,

coupons etc.

About A type of marketing tool A type of marketing tool

Purpose Increase sales, brand building. Increase sales.Result Slowly very Soon