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NEW YORK Consumers and doctors crave facts in ads for prescription drugs and distrust of the pharmaceutical industry has made them skeptical of emotional appeals, according to a new global study from DDB.
“Consumers are not going to be as motivated to take action based solely on higher-order, emotional-end benefits,” wrote DDB worldwide director of brand planning Maria Tender, in a summary of the study’s main findings. “Today, more than ever, they will need tangible benefits ascribed to products.
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