ABSTRACT
This chapter helps to design an advertising strategy to avoid the problem of ineffective communications. Pricing and distribution will either already have been established or be tentatively agreed so we are now in a position to consider advertising the brand and determining the promotional budget for incorporation into the marketing strategy. Psychographic segmentation is meant to simplify the task by defining the target audience in terms of lifestyle so appeals can be linked to corresponding values, to develop a favorable attitude toward the advertisement. The chapter examines whether we are talking about advertising or sales promotion. Every seller prefers to develop buyer insistence and not have to depend on intermediaries for stimulating sales. While drug companies seek to influence the doctor's prescriptions, the advent of health maintenance organizations (HMOs) with their cost-conscious attitude toward doctors on their lists, has led drug companies to advertise directly to the public about their prescription drugs.
