Healthy Skepticism Library item: 543

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

MacKowiak ED, O'Connor TW, Geller H, Nguyen J, Wilkes W.
A survey of pharmacists' and pharmacy students' attitudes toward OTC advertising
Journal of Pharmaceutical Marketing & Management 1997; 12:(1):33-49

Abstract:

Over-the-counter advertisements appear in professional journals for pharmacists as well as in magazines for the lay public. The purpose of this study was to examine characteristics of these ads and to determine the attitudes of community pharmacists and pharmacy students toward OTC advertising. Ads appearing in six journals were evaluated using an objective scale developed by the study authors. Nine ads were chosen for evaluation by the study group. Although 96% of the ads possessed a medium to high quantity of information, there were serious omissions affecting the quality of the information. Pharmacists and students held negative attitudes toward OTC ads and agreed on their purpose except for two ads.

Keywords:
*analytic survey United States pharmacies and pharmacists attitude toward promotion students journal advertisements over-the-counter medications quality of information ATTITUDES REGARDING PROMOTION: HEALTH PROFESSION STUDENTS ATTITUDES REGARDING PROMOTION: HEALTH PROFESSIONALS EVALUATION OF PROMOTION: GENERAL QUALITY OF INFORMATION PROMOTION IN SPECIFIC THERAPEUTIC AREAS: OTC MEDICATIONS