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Healthy Skepticism Library item: 16080

Warning: This library includes all items relevant to health product marketing that we are aware of regardless of quality. Often we do not agree with all or part of the contents.

 

Publication type: Journal Article

Limbu Y, Torres IM.
The effects of involvement and ad type on attitudes toward direct-to-consumer advertising of prescription drugs.
J Health Hum Serv Adm 2009 Sum; 32:(1):107-38
http://www.ncbi.nlm.nih.gov/pubmed/19558035


Abstract:

This article examines consumers’ attitudes toward Direct-to-Consumer (DTC) advertising of prescription drugs that are influenced by the use different types of DTC ads and product involvement. Our findings suggest that product involvement and the type of DTC ad are significant predictors of consumers’ attitudinal responses toward DTC advertising. High involvement consumers have more favorable attitudes toward the drug’s price, DTC ad and brand name, and a higher intention to ask a doctor about the advertised drug than low involvement consumers. In contrast to Informational and Reminder DTC ads, Persuasive ads have more favorable effects on consumers’ reactions to DTC prescription drug advertising.

 

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As an advertising man, I can assure you that advertising which does not work does not continue to run. If experience did not show beyond doubt that the great majority of doctors are splendidly responsive to current [prescription drug] advertising, new techniques would be devised in short order. And if, indeed, candor, accuracy, scientific completeness, and a permanent ban on cartoons came to be essential for the successful promotion of [prescription] drugs, advertising would have no choice but to comply.
- Pierre R. Garai (advertising executive) 1963