|
|
Article: DTC Advertising Comes of Age; Newer ad campaigns most effective, Ipsos PharmTrends(R) shows.
- Article from:
- PR Newswire
- Article date:
- February 20, 2003
CopyrightCOPYRIGHT 2003 PR Newswire Association LLC. 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)
|
NEW YORK -- NEW YORK, Feb. 20 /PRNewswire/ -- Some things get better with age. Direct- to- Consumer (DTC) advertising appears to be one of them, according to new research by Ipsos PharmTrends(R).
"Over time, drug companies have developed a better understanding of patients, their attitudes and habits. They've learned to use DTC advertising more wisely and appropriately," said Fariba Zamaniyan, director of Ipsos PharmTrends, a syndicated service that tracks consumer purchase behavior of both prescription and non-prescription drugs.
"Strategies have became more focused and targeted; executions have improved. Media plans have become more powerful and ...