Healthy Skepticism Library item: 4664

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

Alperstein N, Peyrot M
Consumer awareness of prescription drug advertising
Journal of Advertising Research 1993; 33:(4):50-56

Abstract:

This study presents data regarding how consumer attitudes are influenced by exposure to prescription drug advertising as measured by awareness of that advertising. The results of the study provide evidence that favourable attitudes toward advertising are related to awareness, and media exposure leads to a hightened awareness of prescription drug advertising. The study also identified two consumer groups who are more likely to be aware of such advertising: 1) educated consumers and 2) consumers who regularly use prescription drugs.

Keywords:
*analytic survey/United States/direct-to-consumer advertising/general public and consumers/attitude toward promotion/print advertisements/broadcast advertisements/level of awareness of ads/doctor-patient relationship/ATTITUDES REGARDING PROMOTION: CONSUMERS/PATIENTS/INFLUENCE OF PROMOTION: DOCTOR-PATIENT RELATIONSHIP/PROMOTION AS A SOURCE OF INFORMATION: CONSUMERS AND PATIENTS/PROMOTIONAL TECHNIQUES: DIRECT-TO-CONSUMER ADVERTISING

Notes:

Methodology note: This was a telephone survey and therefore excluded people without a phone. Respondents came from a single community in the United States and the results may not be generalizable. There is the possibility of a social acceptability bias. Respondents were not questioned about nonexistent drugs as a test of the accuracy of their responses.