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Essay / Research Paper Abstract
This 14 page paper considers the statement that all marketing communications should be 1) clearly positioned, 2)directed to a particular target market, 3)created to achieve a specific objective and 4)undertaken to accomplish the objective within budget constraints. This is considered with reference to two pharmaceutical companies; Proctor and Gamble Pharmaceutical and Johnson and Johnson. The bibliography cites 11 sources.
Page Count:
14 pages (~225 words per page)
File: TS14_Tecmctnm.rtf
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Unformatted sample text from the term paper:
they are aware it is available and can see what advantages or facilities it will provide them with. For communications to attain the goals set, it will need to satisfy
a variety of needs, such as identifying the target market, clearly position the product or service, be created for that purpose and meet with the companys budget constraints. Whilst some
aspects may appear to be common sense, others are vital but not as obvious. It may also be argued that clear concise communication is more important in certain sectors. Pharmaceuticals
may be seen as one of these sectors, the right message especially for the non persecution treatments needs to be accurate, not only to attain customer satisfaction, but also to
avoid potential legal cases where consumers may argue they have been mislead. There are a range of products on the markets sold by pharmaceutical companies and in examining the
different ways in which marketing takes place the importance of communication may be understood and ascertained in each case. In this paper we will consider two major companies that are
already well known and look at how they manage to convey their message in line with the requirements for accurate communication. Proctor and Gamble pharmaceuticals are a lively division.
This is a company where it was once the role of the sales representatives to undertake a great deal of the promotion reliant on the Proctor and Gamble name. Products
marketed include prescription drugs such as Actonel, Asacol, Dantrium, Dantrium, Didronel, Macrobid, And Macrodantin, non prescription treatments include Pepto-Bismol, Metamucil, as well as Richardson Vicks cough and cold
products which include Formula 44, Nyquil, and Chloroseptic, in addition to Crest and Clearasil (Proctor and Gamble, 2003). As the marketing of prescription drugs is one that is less
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