 A nonpersonal, paid communication about an organization, product, or idea by an identified sponser.  It is one of the elements of the promotional mix.

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Presentation transcript:

 A nonpersonal, paid communication about an organization, product, or idea by an identified sponser.  It is one of the elements of the promotional mix

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

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

5. Advertisement readership is higher than for consumer products 6. Pyramid of influence

 Objective setting  Budget definition and allocation  Message decision  Media selection  Production  evaluation

 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 termShort term Price Expensive in most casesNot very expensive in most cases. Suitable for Medium to large companiesSmall to large companies Sales Assumption that it will lead to sales Directly related to sales. Example Giving an advertisement in the newspaper about the major products of a company Giving free products, coupons etc. About A type of marketing tool Purpose Increase sales, brand building.Increase sales. Result Slowlyvery Soon