Glaxo Wellcome DTC ad spending represents 15% of total marketing budget.
Executive Summary
GLAXO DTC AD SPENDING REPRESENTS 15% OF THE MARKETING BUDGET, Group Director-Marketing Services Wesley Wheeler told a Strategic Research Institute meeting on pharmaceutical marketing May 1 in Coral Gables, Fla. Competitive Media Reporting calculates that Glaxo Wellcome spent $99.7 mil. on direct-to-consumer ads in 1996. Assuming that amount is reflected in Wheeler's figures, Glaxo's total pharmaceutical advertising and marketing budget for the year would have been about $670 mil.