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...