Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.
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.
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in