Fast moving consumer and OTC products: zoom on marketing effectiveness

Erk Maassen, Robert Buckeldee and Clémentine Fischer

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...

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