"Direct advertising by drug companies is feeding consumer demand, " said David Hom, executive director of corporate benefits at Pitney Bowes, which covers 26, 000 employees in the United States.
42.
For some companies, the ban on direct advertising _ what is known as the " clean venue " policy _ is part of what makes sponsoring the games so attractive.
43.
Critics of direct advertising contend that only doctors can rationally consider the costs and benefits of prescription drugs and that the ads exploit patient desires to be cured of afflictions.
44.
Still undetermined, she said, is whether direct advertising to consumers " motivates patients to come to the doctor or motivates doctors to prescribe more drugs at the patient's request ."
45.
Another way to measure the results is to compare the projected sales or generated leads for a given term with the actual sales or leads after a direct advertising campaign.
46.
The academy, which represents some 48, 000 pediatricians, contends that direct advertising will cut down on the number of mothers who breastfeed, the form of nourishment the academy recommends for infants.
47.
Over the criticism of health activists, the companies are getting their products known to young people by sponsoring numerous sports, music and cultural events that effectively elude bans on direct advertising.
48.
Though surveys show that doctors think direct advertising has little impact on their prescribing practices, much of the grumbling has come from doctors'groups that say the ads will create overly-demanding patients.
49.
Although there is no direct advertising in the stadiums, " all the consumers and fans that go to the Olympics have the opportunity to be drinking Coca-Cola while they're watching the Olympics.
50.
During 1997, Santander-Mexicano's first $ 123 million will be spent mostly on the hiring and training of 5, 000 sales agents in 80 of the nation's largest cities and direct advertising costs.
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