Awareness lags despite drug ads

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The $1 billion spent annually on prescription drug ads to consumers generates awareness but has a long way to go for impactful messages, concludes a study by Campbell Mithun Esty, Minneapolis. Brands averaged 33% awareness in the national survey, with some as high as 60% levels. But for 15 of 18 top-supported direct-to-consumer drug brands examined, consumers were twice as likely to "strongly dislike" them as "like" them. Also, specific sufferers targeted by such ads were found to be least affected by existing DTC ads.

Copyright December 1998, Crain Communications Inc.

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