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Merck & Co switches DTC marketing focus.

Publication: Pharma Marketletter
Publication Date: 22-DEC-06
Format: Online
Delivery: Immediate Online Access

Article Excerpt
US drug major Merck & Co has announced plans to spend less advertising money on consumer television advertising, while increasing the use of targeted media, such as the Internet, in order to derive greater efficiency in its US marketing operations. The decision also follows complaints concerning the general use of DTC advertising on television, so what is primarily a...

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