The document discusses several studies that demonstrate the effectiveness of medical journal advertising. Some key findings include: 1) Medical journals are the most important source of information for doctors and exposure to their advertising correlates with increased product sales. 2) Higher advertising spend in medical journals increases awareness of ads, message recall, and consideration of promoted products as first choice therapies. 3) When done effectively, medical journal advertising can significantly increase prescription levels over 6 and 12 month periods and generates a positive return on investment. 4) For advertising to be effective, it must create awareness, communicate its message, and increase first choice therapy levels over time in order to impact prescriptions. Suboptimal creative execution can limit effectiveness.