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Philip Yaffe's Articles in Advertising

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Creativity and Common Sense in Non-Consumer Advertising Doctors are perhaps the hardest “sell” in the world. Doctors don’t buy medicines, but ideas and information that pharmaceutical companies hope will eventually turn into prescriptions. The doctor and patient sitting together are the true point of sale in medical marketing. Understanding how pharmaceutical companies promote themselves and their products to medical professionals can teach valuable marketing lessons for us all. The Sin of Arrogant Advertising Is advertising an art or a science? In fact, it is both; however, the science is often sacrificed in the drive for “creativity”. Test Advertising Methods, a classic treatise on the subject, rigorously explodes many cherished myths. Armed with these field-tested insights, we can better harness art and science to work in tandem towards achieving advertising’s one true objective—influencing customers. This article offers suggestions on how to use this knowledge to avoid costly misadventures.