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.