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Article: Private view.
- Article from:
- Medical Marketing & Media
- Article date:
- April 1, 2008
- Author:
CopyrightCOPYRIGHT 2008 Haymarket Media, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Pharma advertising is drawn to the centerpiece visual, the image that crams all the key message points into a single, discrete unit. Otherwise known as the Iconic School, this approach has gained a wide following in pharma.
First of all, words are something of a risk in pharma ads. Why? Well, words have a habit of meaning something, and real meaning can be a problem to the lawyers and regulators who comprise the approval committees. Words, you see, make claims, tell stories, generate meanings--scary stuff!
The pharma ad business should really be called the pharma sales aid business. That's because the bulk of our creative and marketing activities ...
Related newspaper, magazine, and journal articles:
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Article: Private view.(review of drug advertising)
Medical Marketing & Media;
April 1, 2005 ;
700+ words
... ... Agency: Grey Worldwide Creative director/copywriter: Lulu Abrams ... director: Lori Roberts PRIVATE VIEW: Each month, an industry creative director reviews pieces of medical ... more information about Private View, or to volunteer as ...
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