RT Journal Article
SR Electronic
T1 Rx for Brand Consistency
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 380
OP 393
DO 10.2501/JAR-51-2-380-393
VO 51
IS 2
A1 Kim Saxton
YR 2011
UL http://www.journalofadvertisingresearch.com/content/51/2/380.abstract
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.