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  • R X For Brand Consistency: by Group 2 Divya Aithal Priyanka Harish Jagadish Amit Tanvi Raj

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    This study explores the relationship between advertising similarity and effectiveness for pharmaceutical brands targeting both physicians and consumers. The researchers analyzed 54 sets of physician and consumer ads from 2003-2004 to code their messaging strategies and measure prescribing data. They found that while some consistency is important, simply mirroring ads between audiences was negatively related to effectiveness, as the messages did not connect well with both groups. The researchers conclude pharmaceutical marketers should aim for tailored messaging rather than identical executions.

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    This study explores the relationship between advertising similarity and effectiveness for pharmaceutical brands targeting both physicians and consumers. The researchers analyzed 54 sets of physician and consumer ads from 2003-2004 to code their messaging strategies and measure prescribing data. They found that while some consistency is important, simply mirroring ads between audiences was negatively related to effectiveness, as the messages did not connect well with both groups. The researchers conclude pharmaceutical marketers should aim for tailored messaging rather than identical executions.

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    19 views13 pages

    R X For Brand Consistency: by Group 2 Divya Aithal Priyanka Harish Jagadish Amit Tanvi Raj

    Uploaded by

    Tanvi Raj
    This study explores the relationship between advertising similarity and effectiveness for pharmaceutical brands targeting both physicians and consumers. The researchers analyzed 54 sets of physician and consumer ads from 2003-2004 to code their messaging strategies and measure prescribing data. They found that while some consistency is important, simply mirroring ads between audiences was negatively related to effectiveness, as the messages did not connect well with both groups. The researchers conclude pharmaceutical marketers should aim for tailored messaging rather than identical executions.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pptx, pdf, or txt
    of 13

    R X FOR BRAND CONSISTENCY

    BY GROUP 2 Divya Aithal Priyanka Harish Jagadish Amit Tanvi Raj

    RESEARCH PROBLEM
    Should

    Pharmaceutical Marketers Send Different Messages to Physician and Consumer Audiences?

    OBJECTIVE OF THE RESEARCH

    This

    study explores the relationship between advertising similarity and advertising effectiveness.

    Hypothesis/ Formulation
    H1:

    Similar advertising message strategy will be associated with higher advertising effectiveness in DTC advertising. Different advertising executions will be associated with higher advertising effectiveness in DTC advertising.

    H2:

    METHODOLOGY
    BROAD METHODOLOGY To monitor patient physician interaction and measure. Role of DTP and DTC advertising in their brand choice decision making. Content analysis of advertisements for physicians and patients.

    SOURCES OF DATA COLLECTION


    IMS

    health integrated promotional service share of voice reports and national prescription audit. NOP DTC monitor. DTW marketing research groups CD promo.

    SAMPLE SIZE
    There

    were 54 sets of physician ad-patient ad prescribed brand data across the two focal years (2003-2004). These 54 sets represented 34 different brands, including 20 brands that were Included in both years.

    STRATEGY OF ADVERTISING MESSAGE FOR DTC

    Efficacy Side Effects

    Convenience
    Quality of Life Science Experience Frame of difference

    STRATEGY OF ADVERTISING MESSAGE FOR DTP


    Efficacy Side Effects Convenience Quality Of Life Science Experience Frame Of Reference

    STATISTICAL TOOLS
    MULTIPLE MULTIPLE MEAN

    REGRESSIONS CORELATIONS

    Qualitative method Used


    CONTENT ANALYSIS Develop coding scheme. All the ads were coded according to the scheme. Depth interviews with Pharmaceutical marketers. Coders evaluated each ADVT. in ADVT PAIR separately to identify specific message and executional elements .

    CONCLUSION

    The research suggests that some brand consistency probably is necessary but that brands should be careful about simply making sure the brand looks the same everywhere. Consistent or similar brand executions appear to be negatively related to advertising effectiveness because they do not connect well with both customer groups. Managers purposefully or inadvertently may have created the kind of advertising similarity that hurts their brands.

    TH NK

    YO ThanksUyou

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