PT  - JOURNAL ARTICLE
AU  - Kim Saxton
TI  - Rx for Brand Consistency
AID  - 10.2501/JAR-51-2-380-393
DP  - 2011 Jun 01
TA  - Journal of Advertising Research
PG  - 380--393
VI  - 51
IP  - 2
4099  - http://www.journalofadvertisingresearch.com/content/51/2/380.short
4100  - http://www.journalofadvertisingresearch.com/content/51/2/380.full
SO  - J Advert Res2011 Jun 01; 51
AB  - Pharmaceutical marketers in the United States wrestle with an interesting dilemma: should they maintain similar advertising across their two target audiences—physicians and patients—or should they customize advertising for each? This study explores the relationship between advertising similarity and advertising effectiveness. It finds that similarity of advertising message strategy is unrelated to advertising effectiveness while advertising execution-similarity is negatively related. This pattern of effects holds even when patients are the drivers of brand choice. These findings reinforce the idea that advertising should be finely honed to target customers' needs even when two different customers interact in brand choice.