FAQs Core Messages:   What is a message and why is it important? What are the characteristics of a quality message? Does higher message retention lead to higher sales? Can we improve physicians' retention of our message? How does my message compare to competition? Should I expect a message for a new product to test better than that of an established product? Sources of Information  Core Messages  Sales Effort Professional Advertising  Promotional Campaigns  Consumer Advertising ROI/Maximizing Promotional Efficiency  FAQs Main Page Copyright© 2008 The Nielsen Company

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