Healthy Skepticism Library item: 2966

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

Larson LN, Smith MC.
An analysis of the effects of “fair balance” in prescription drug advertising
Medical Marketing & Media 1978; 13:(6):26-27, 31

Abstract:

Doctors were shown mock journal advertisements with and without negative information in them (”fair balance”). The results show that ads with fair balance exhibited higher levels of believability than ads without fair balance.

Keywords:
*controlled trial/United States/journal advertisements/quality of information/primary care doctors/fair balance(brief summary)/EVALUATION OF PROMOTION: GENERAL QUALITY OF INFORMATION/PROMOTIONAL TECHNIQUES: JOURNAL ADVERTISEMENTS