An examination of validity and utility of specialised category studies – application of the mars pharmaceutical study to enhance print planning

The recently released MARS Pharmaceutical Study is a new category specific media/marketing database, measuring the OTC and DTC categories in the United States. It is designed to provide a greater depth of information as a strategy and print planning data resource enabling analysis of all types of health related consumer attitudes, product purchase and media behaviors.

This paper and presentation will take the perspective of the client/agency to focus on the many issues involved in incorporating this new data source into the media process.

The investigation concentrates on an evaluation and comparison of the two major sources of print information for pharmaceutical advertisers and examines how print planning decisions can be modified and enhanced with the inclusion of the MARS data resource.

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