Eagle, Lynne (2004) Advertising. In: Kitchen, Philip J., and De Pelsmacker, Patrick, (eds.) Integrated Marketing Communication: a primer. Communication in Marketing . Routledge, London, UK, pp. 30-44.

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Abstract

[Extract] New Zealand is one of only two countries that permit the advertising of prescription drugs direct to consumers (DTC). While it is an extremely controversial activity, DTC campaigns offer the opportunity to examine the role of advertising in fully integrated communications campaigns. Xenical, a prescription-only weight reduction product used only for severe obesity, is marketed by Hoffman La Roche Ltd internationally. In New Zealand, the company is represented by Roche Products (NZ) Ltd. Xenical has a high level of product differentiation from competitive weight reduction products. The challenge for Roche Products in New Zealand was to develop a DTC promotional campaign for Xenical within the complex and restrictive provisions of the New Zealand legal and regulatory system. Several possible themes were pre-tested and the theme that scored highest in terms of likeability and matching consumer needs was developed into an integrated campaign with the following central theme.

Item ID:	20457
Item Type:	Book Chapter (Research - B1)
ISBN:	978-0-415-31420-6
Keywords:	advertising, integrated marketing communication
Date Deposited:	04 Dec 2017 05:27
FoR Codes:	15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150502 Marketing Communications @ 100%
SEO Codes:	91 ECONOMIC FRAMEWORK > 9104 Management and Productivity > 910403 Marketing @ 100%
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