Lessons from consumer marketing

Sharon Spiers

The author of this paper covers some of the requirements for producing great consumer advertising and assesses some of the implications for pharmaceutical marketing.

Lessons From Consumer Marketing

Sharon SpiersEli Lilly & Co

REQUIREMENTS OF GREAT CONSUMER ADVERTISING

There is a myriad of literature that discusses the development and assessment of consumer advertising. This paper is neither an academic criticism of the literature nor a review of current industry practices, but it is an overview of what experience indicates are necessary precursors to developing great advertising. The literature identifies several components of producing great advertising: it should be consumer driven, help build a brand over the long term, be strategic and impactful. This paper examines three aspects in depth:

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