ABSTRACT
The purpose of advertising ethical pharmaceutical products is no different from that of advertising any other product-namely, to produce an awareness that will favorably motivate the subject to utilize one's product. The traditional pharmaceutical advertising media for exposing a product message are professional journals, magazines, or newspapers, direct mail, convention, or hospital displays, and service items such as educational films, medical illustrations and photography, office supplies, textbooks. Space expenditure represents the amount of money spent for advertising in journals, magazines, and newspapers. The use of direct mail has a distinct advantage over space advertising in that it can be directed to specific individuals rather than groups of individuals. A premium is paid for this advantage because on a per contact basis direct mail is more costly. Physicians who are asked their preference of media are not nearly as reliable as measuring sales results following the use of specified media.
