This document discusses the importance of repeated exposure through print advertising in medical journals for keeping pharmaceutical brands top of mind for doctors. It summarizes several studies that show: - Message recall is low, even with 4 exposures per year, requiring many more exposures for awareness. - Frequency and consistency of advertising pay off, improving awareness the more a message is repeated. - Print ads have a positive impact on doctors who prescribe the brand, whether or not they see a sales representative, and can influence prescribing behaviors. - In a controlled study, 3 times as many doctors recalled a product they saw in print ads versus a control group who did not see ads.