Creating Effective Advertising: Four Steps to Expressing a Brand’s Full Potential


Copyright: This PDF purchase is for a Single user for review or filing purposes only. The PDF is watermarked. If you are interested in a PDF reprint to post on your website or distribute electronically, or hard-copy reprints, please contact Marah Walsh at

SKU: 894. Categories: , .

Product Description

Physicians often first know a brand through its advertising — whether from detail aids or journal ads. Physicians’ brand perceptions are shaped by a combination of the brand’s advertising, its competitors’ advertising, and their own experiences. Advertising lays the groundwork for physicians’ perceptions by expressing the brand’s features and benefits. Effective advertising must explain and defend a drug’s value, articulate the patients for whom it’s appropriate, and differentiate it from competing brands. When launching a new drug, there are four fundamental steps to creating a successful ad campaign for physicians. Remember, however, there are analogous steps for creating patient advertising…