Fast moving consumer and OTC products: zoom on marketing effectiveness

Consumers shop differently for OTC products than for their groceries. Advertising effectiveness, the relevance of shelf-based awareness, consumer ‘buzz’ and the role of the professional are key influences, and all present new challenges to the marketer.

Fast moving consumer and OTC products: zoom on marketing effectiveness

Erk MaassenPharmaceutical Practice EMEA, BASES The Nielsen Company, Germany

Robert BuckeldeeOTC/Pharma Services, Europe; The Nielsen Company, United Kingdom

Clémentine FischerProduct Management EMEA, BASES The Nielsen Company, France

INTRODUCTION

Different Strokes for Different Folks on the Road to OTC Marketing Effectiveness: Consumers shop for OTC products differently to how they buy their groceries. Advertising effectiveness, the relevance of shelf-based awareness, consumer 'buzz' and the role of the professional as a key influencer all present new challenges to the marketer. So what are the implications of these differences when...

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