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IAB study: Web ads convey Nexium attributes.

Publication: Advertising Age
Publication Date: 15-SEP-03
Format: Online - approximately 381 words
Delivery: Immediate Online Access
Full Article Title: IAB study: Web ads convey Nexium attributes.(News)

Article Excerpt
Byline: TOBI ELKIN

AstraZeneca could drive more heartburn and acid-reflux sufferers to their doctor for the little Purple Pill if it maintains an online media presence in its marketing mix throughout the length of a campaign, according to the latest cross-media analysis study from the Interactive Advertising Bureau.

The analysis found AstraZeneca, which allocates just 4%...

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