Healthy Skepticism Library item: 652
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
Taylor SD, Sullivan DL, Birdwell SW.
A comparative analysis of prescription drug advertising before and after patent expiration
J Pharm Mark Manage 1995; 9:(4):3-18
Keywords:
*analytic survey
United States
journal advertisements
quality of information
images in ads
patent status
IMAGES IN PROMOTION: EMOTIONAL APPEAL
IMAGES IN PROMOTION: SCIENTIFIC APPEAL
Notes:
In this study, a content analysis was used to evaluate advertisements of two drug products before patent expiration and after patent expiration. Advertisements were evaluated for information content, emotional appeals and rational appeals. The results showed differences in the frequency of use of types of information content, rational appeals adn emotional appeals based on the status of patent protection for the 375 drug product advertisements reviewed.
