Journal advertising can attract considerable attention and establish strong product association. In concert
with other promotion, it can help to establish strong brand awareness and message retention.
ACNielsen HCI has developed a theory of promotion, which is based on the concept that promotion must first
attract attention and then communicate a message that persuades physicians to prescribe the specific advertised
product. It then follows that the first step in determining the success of a campaign is to measure whether
it is seen. Proper identification of the product is proof that the ad was seen.
The second step is to determine message retention. Generally, as correct message retention increases,
so does the success of the promotion. If the message is unique, believable and relevant, then sales
(New Rx's) should follow.
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