Direct to Consumer (DTC) Advertising in Pharmaceuticals - Shift from Traditional Mass-Media Platforms towards Personalization via Online and Social Media
- Language: English
- 62 Pages
- Published: July 2012
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Advertising, an essential aspect of communication, drives not only the economy of a nation, but also affects the society tremendously.The book examines the impact of economic adjustment programs on the advertising industry as it relates to advertising creativity,agency management, employees job satisfaction, ethical standards, media planning, and local advertising agencies foreign alignment. This fifteen chapter book covers both theory and practice of Advertising in Nigeria. It is rich in empirical data which are related to advertising, the economy and society. The book will be useful not only to scholars in Communication, but also the scholars in the field of Economics and Sociology, marketing and related fields.
ROTIMI WILLIAMS, OLATUNJI.
Dr.Rotimi Williams OLATUNJI is Senior Lecturer, Department of Public Relations and Advertising, Lagos State University, Nigeria. He earned Bachelors of Arts (Archaeology); Master of Arts (Print Journalism); and Doctor of Philosophy (PhD) (Advertising). He is Fellow, Academy of Marketing Science.