Healthy Skepticism Library item: 9425

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

Perri M, Wolfgang AP.
Consumers' cognitive and behavioral responses to health care advertising campaign
Journal of Pharmaceutical Marketing Management 1992; 6:(3):75-88

Abstract:

The results of a study that evaluated a 30-day, direct-to-consumer, multimedia advertising campaign focusing on generic prescription medications are presented. Consumer recall, awareness (media and messages), attitudes, and changes in behavior after the advertising campaign were investigated. The results provide insight into the favorable effect that educationally oriented health care advertising may have on consumer behavior.