Neuromarketing techniques in pharmaceutical drugs advertising. A discussion and agenda for future research.
Recent years have seen an "explosion" in the abilities of scientists to use neuroscience in new domains. Unfortunately, it is little known and reported on how advertising companies make more effective pharmaceutical drugs commercials. The purpose of this paper is to analyze how neuromarketing techniques may impact the consumer response to pharmaceutical advertising campaigns. The result shows that using neuromarketing methods a pharmaceutical company can better understand the conscious and unconscious consumer's thoughts and tailor specific marketing messages.
Academy of Economic Studies, Faculty of Marketing, Bucharest, Romania.
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Orzan
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Zara
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Purcarea
D000329:Advertising; D004345:Drug Industry / Q000458:organization & administration*; D008389:Marketing of Health Services
consumer behavior; neuromarketing; neuroscience; pharmaceutical drugs advertising