You were recently promoted to Vice President of Marketing for the pharmaceutical company that makes Humira, a medicine that treats various autoimmune diseases. It is an expensive, patent-protected medicine that is not always covered by insurance. To further increase market share in this category, your top priorities are to persuade and inform doctors of the benefits of Humira, and to provide incentives for customers to purchase the product if their doctor prescribes it. You know that doctors often need to have specific questions answered before they’ll prescribe more of a certain medicine. Which of the following promotion mixes best accomplishes these goals?
a. Spend 75% of marketing budget on PR and 25% on advertising.
b. Spend 75% of marketing budget on PR and 25% on sales promotion.
c. Spend 75% of marketing budget on personal selling and 25% on sales promotion.
d. Spend 75% of marketing budget on personal selling and 25% on PR.
e. Spend 75% of marketing budget on advertising and 25% on PR.