5 Simple Rules in Writing An Abstract

Prepared by: Lyn Torres (Marketing Department) Condensed from http://psychology.about.com/od/apastyle/ht/abstract.htm

Rule # 1 - Keep it short. According to the APA style manual, an abstract should be between 150 to 250 words. In some cases, 300 to 400 words. Exact word counts can vary from journal to journal. The abstract should also be written as only one paragraph with no indentation.

Rule # 2 Structure the abstract in the same order as your paper. Begin with a brief summary of the Introduction, and then continue on with a summary of the Method, Results, and Discussion sections of your paper.

Rule # 3 Look at other abstracts in professional journals for examples of how to summarize your paper. Notice the main points that the authors chose to mention in the abstract. Use these examples as a guide when choosing the main ideas in your own paper.

Rule # 4 Write a rough draft of your abstract.

While you should aim for brevity, be careful not to make your summary too short. Try to write one to two sentences summarizing each section of your paper. Once you have a rough draft, you can edit for length and clarity.

Sample Abstract Format

The Impact of Pharmaceutical Branding on the Revenues of Top Three Drug Firms in the Philippines Rodelyn Eileen G. Torres, MMC Marketing Department, CBAA De La Salle University-Dasmarinas Abstract Purpose: The purpose of this study is to determine the impact of pharmaceutical branding on the revenues of top three drug firms in the Philippines such as Unilab, Pfizer, and GSK. This study aims to determine several factors that can boost or threaten the revenue of each pharmaceutical firms, while it adopts a range of branding strategies to respond to the changing market dynamics. Design/Methodology/Approach: The data collection which will be used in this evaluative research includes primary observation, focus group discussion, and a self-administered web based questionnaire through surveymonkey.com. In the initial phase of this research, the author will conduct a primary observation on the impact of pharmaceutical branding based on the total revenue of each firms. In the middle phase of this research, a focus group discussion involving 3 senior brand managers of each firms will be conducted to analyze, assess, and evaluate the different pharmaceutical branding strategies used by the said companies. On the latter phase of this research, a self-administered web based questionnaire through surveymonkey.com will also be conducted among product specialists and brand task force, belonging to different therapeutic divisions of cardiovascular, respiratory, and oncology to get insights on impact of various pharmaceutical branding strategies. Findings: This research aims to determine how pharmaceutical branding can create an impact on the revenue of a company. Because of the fast changing market dynamics, there is a need to call for transformation and bring innovative pharmaceutical branding approaches from product emphasis to customer-brand experience; from corporate bureaucracy to building an improved relationship with the medical community. Originality/value: The author conducted this evaluative research to provide a concrete framework and evidence that pharmaceutical branding plays an integral part in increasing and decreasing the revenue of a firm. Results of this study will also help future pharmaceutical brand managers in selecting appropriate branding strategies to respond to the changing market dynamics and generate continuous profit for the drug firm.