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Consumer Recall Of OTC Advertising "Much Higher" Than DTC Ads In Study

This article was originally published in The Tan Sheet

Executive Summary

OTC advertising was found to generate "much higher awareness levels than their direct-to-consumer counterparts," Campbell Mithun Esty Health concludes in a two-part study conducted in November 1998 and last June. "Yet ad spending levels between the two groups were comparable," the firm notes, adding OTC brands spend an average $39.4 mil. in media, and DTC brands $43.6 mil.
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