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John Mack
Vol. 2, No. 7: July 2003
SUMMARY
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This article summarizes the findings of the Market Measures/Cozint 2002 DTC Monitor study.While the study showed increased awareness of DTC ads by consumers, awareness varied considerably depending upon the medium.ARTICLE CATEGORIES: MARKETING DATA | CONFERENCE HIGHLIGHTThe study also measured perceptions of DTC advertising by consumers and segmented the results according to medical condition.
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